The most valuable B2B companies didn't win their markets — they created them. A breakdown of the category creation playbook behind Gong, Drift, and HubSpot, with the five moves that define every category creator.
The most capital-efficient B2B demand generation strategy doesn't require a media budget. It requires a founder willing to share what they actually know, in public, consistently. Here's the playbook — including what scale actually looks like.
Most sales enablement content doesn't get used. The fix isn't more content — it's starting from where deals lose. Battle cards, sales-grade case studies, ROI calculators, and objection guides that reps actually open.
The MQL has lost strategic relevance. Account-Based Marketing has replaced it — treating target accounts as markets of one. Here's how the discipline actually works in 2026, from 6sense and Demandbase to the AI buyer layer.
The Marketing Qualified Lead is a comfort blanket, not a performance indicator. Complex buying cycles. Anonymous decision-making. The dark funnel. Why B2B marketing kept reporting on the wrong number.
LinkedIn dominates B2B social on professional context and an algorithm that rewards substance. Executive voice and long-form work. Pure promotion and engagement-bait don't. The 2026 playbook.