Thought Leadership Articles
Stop the Slop: Brand Erosion and the New Trust Test for B2B Marketing
Paid Media Is Getting More Expensive. But That’s Not Your Biggest Problem.
Over the past few years, a clear pattern has emerged across B2B marketing.
Paid media is becoming more competitive. And for many businesses, the cost of generating pipeline through channels such as Google Ads is steadily increasing. For organisations operating outside of the very largest players in their sector, this creates a growing challenge. Competing for attention in paid channels often means competing with businesses that have significantly greater budgets, more established brand presence, and the ability to sustain higher acquisition costs over longer periods. This is where a more fundamental issue begins to surface.
Read our thought leadership article to understand how you can improve conversion while reducing ad spend.
Over the past two years, generative AI has rewritten the rules of content creation.
What once took days now takes minutes. For marketing teams, that speed feels like a breakthrough. But it comes with a trade-off. “AI slop” is the growing flood of low-effort, mass-produced content filling digital channels. Technically sound, but often empty. Built to capture attention, not deliver value. The real risk is not just quality, but the erosion of trust. As technologist Simon Willison argues, the issue is not AI itself, but how it is used. Publishing unreviewed output is not innovation. It is negligence. For B2B brands, that distinction matters.
Read our thought leadership article to learn how to use AI responsibly and create content that earns attention.