We're all becoming more driven by the value of the brands we work with.
Listen as Group Managing Director, Martin Simcock, shares his insights on the market for The Business Marketing Club Podcast, a podcast for B2B marketing people who want to get on and stay ahead in the toughest profession in business.
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Brand and demand have always worked best together, but most B2B marketers still struggle to prove the connection. As AI reshapes buyer discovery, traditional attribution is missing the moments that matter most: trust, authority, and shortlist formation before sales ever enters the conversation. The path forward is not perfect measurement overnight, but a shift from attribution to contribution — connecting brand investment to pipeline, revenue, and business outcomes.
Just Global | Trilliad and Cloudera take Silver at The Drum Awards Marketing Americas 2026 for ‘Bringing AI to Data, Anywhere’ — a campaign that repositioned a data leader at the center of how enterprises are actually deploying AI today.
AI has changed how B2B buyers choose. The old demand engine can’t keep up. Brands need a connected revenue system that links brand, demand, ABM, media, and measurement to move accounts, speed pipeline, and prove revenue impact.