The unusual, unexpected, and human side of B2B technology
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.
Enterprise marketers are discovering that AI chatbots they didn't commission are driving sales—and the creators are nearly impossible to contact.
Tractor Zoom tracks $30 billion in farm equipment sales. Reinsurers are buying that data to predict climate stress before crop forecasts do.
Shadow AI usage is creating an inverted power dynamic: niche B2B suppliers are discovering enterprise vulnerabilities before the companies themselves do.
Causeway Technologies went to a four-day workweek with no pay cut. Applications doubled. Their customers still work six days on-site.
Three companies turned their business models inside-out this week. One tire maker went full telematics. One payroll connector became a credit gatekeeper. And Microsoft decided to sell insurance.
Enterprise buyers thought they were automating catalog searches. Instead, they've created gatekeepers that decide which suppliers are even visible—based on spreadsheet hygiene, not relationships.
A Canadian miner licensing flood models to pension funds. Walmart running warehouse robots for competitors. Three B2B opportunities nobody saw coming.
Delivery drivers are feeding their routes into their employer's own AI optimization tool — and using the results to prove their quotas are mathematically impossible.
Instead of boosting corporate posts, marketing teams are turning employees into sponsored creators. It's cheaper than ads — and people actually trust it.