Amanda Ng
What tools should every B2B marketer have in 2026?
TL;DR Good B2B marketing runs on good infrastructure. Before you brief a campaign, you should know what your competitors are doing, who you're targeting, and what your own customers are telling you. Your data is only as trustworthy as your tracking setup, so server-to-server connections and offline conversion imports aren't optional. CRM attribution has real limitations, and upper-funnel channels are almost always undercredited by default. Reach planners and diminishing returns modelling help you allocate budget before you waste it, and lift studies tell you what's actually working after. Measurement means tracking the full funnel, not just last touch. And sales and marketing need shared playbooks, not just shared Slack channels. The best B2B programs aren't built on the most tools. They're built on the right coverage across all five of these areas.
5 minute readPreparing for a cookieless future
TL;DR cookies are pieces of information about a user’s characteristics and behaviors that the user’s web browsers store as code every time they visit a website. Currently, Chrome alone has 63% of browsers globally so when they remove cookies, it’s a BIG deal. Cookies are the foundation of digital marketing targeting, tracking, and impactfulness — due to consumer privacy concerns, Chrome is getting rid of them. Likely by mid-2024 (but TBD, Google keeps pushing it back so keep an eye on the timeline here).
8 minute read