The unusual, unexpected, and human side of B2B technology
Drive-thru lanes are becoming logistics nodes. Watchmakers are selling cybersecurity. Mining companies are teaching AI safety. The weirdest partnerships in B2B right now.
An Italian port authority got hit by hackers who explicitly framed the attack as a message to maritime infrastructure everywhere. Welcome to thought leadership by criminal syndicate.
Nearly every B2B marketer has adopted AI tools, but only half report better efficiency — and the industry's biggest bet after AI is live events.
The B2B data giant famous for automation now says its secret weapon is a 300-person team doing manual research. In the age of AI, expensive humans are suddenly the moat.
Engineering teams are mining incident logs to flag overworked employees. The tools weren't designed for it, but the data is too revealing to ignore.
A UK company trained computer vision models on veterinary imaging. Then an engineer saw a conference slide and realized horse tendons and pipe welds look identical to AI.
One B2B founder turned the CEO position into a time-boxed role that rotates every two years. The board hated it until they saw the retention numbers.
Companies that promised to eliminate human workers are quietly hiring them instead — because customers don't want software, they want someone else to own the mess.
Our researcher just told us they couldn't write this column without making things up. That admission is more interesting than most product launches.
Enterprise tech companies are abandoning white papers for experiential campaigns borrowed from consumer brands. The shift reveals who really influences purchase decisions.
Despite the hype, 33% of B2B marketers plan to increase event budgets in 2026, compared to 45% boosting AI spend — and the gap is closing fast.
Sometimes the most interesting story is the absence of one — and what that tells us about B2B media's deeper problem.