Our Predictions for B2B Marketing in 2026

Our Predictions for B2B Marketing in 2026 The year is winding down, and like most other professionals, many of us are looking ahead to what’s in store for next year. In many ways, this is a tough question. There’s some uncertainty, not just about how B2B is shaping up, but how entire sectors are moving […]

The Modern CTA: Getting Smarter About Lead Gen

The Modern CTA: Getting Smarter About Lead Gen B2B content marketing has evolved dramatically in the past decade. We’ve gone from static white papers to beautiful, animated, interactive experiences. Marketers have proven that B2B content can be just as entertaining and moving as its B2C counterpart.  The one thing that’s stayed the same: The CTA […]

Beyond Vanity Metrics: 10 B2B Marketing Metrics That Matter in the Age of AI

We now have the ability to capture richer signals and use AI-powered analytics to connect activity to actual business outcomes. It’s time to move beyond surface-level stats and start measuring what truly matters. It’s time to make sure we can prove how marketing contributes to revenue and growth.

LinkedIn, Medium, Brand Blog? B2B Blogging Evolved

Blogs have long been a go-to strategy for B2B content marketing. An SEO-optimized blog can establish authority, attract the right buyers, serve your audience, and set the stage for meaningful sales conversations. Granted, the landscape for B2B content is changing. Generative AI is eating into organic search traffic. There’s also an entire ecosystem of third-party […]

How Avalanche Persuaded a Marketing-Skeptical Audience

Blockchain developers are suspicious of brands and passionate about privacy. Here’s how SCORCH and Avalanche got through to them. Sometimes limitations can be the best inspiration. B2B content marketers have a standard set of tools we use to reach and persuade audiences. We’ve got gated eBooks, thought leadership blog posts, display and sponcon ads on […]

Epic Battle: Customers vs. Users

Whenever I’m confronted with “Your user research costs too much. We know our customers.” I always reply with, “Ahhh. But you don’t know your users.” 4 separate interview and research objectives based on user type. For the sake of brevity, we can’t go through every product or service model. But we can get a better […]

New Best Practices for Gating B2B Content

Gated content is still a vital part of your marketing strategy. But the rules have changed. Here’s what you need to know. For years, gating content in B2B marketing was a simple equation: put the good stuff behind a form and watch the leads roll in. Never give something away for free that you could […]

Scorch and the Creative AI Marketplace  

Artificial intelligence has fundamentally transformed the marketing landscape, evolving from a futuristic concept to an essential component of modern marketing operations. It’s no exaggeration to state that we’re all using AI in some capacity, from sophisticated content generation and campaign optimization to predictive analytics.  The bigger questions we are asking, however, are how and why.   […]