Mario Soma

The rush to generate results is killing brand building in B2B marketing. (Note: The phrase "A pressa em gerar resultados está matando" is an idiomatic expression in Portuguese that conveys the idea of something being overly emphasized or prioritized, which can hinder overall progress or quality. In this context, it suggests that the focus on generating quick results is overshadowing the importance of building a strong brand.)

In B2B, leads are people and marketing needs to wake up to this

Creating digital authority: how Artificial Intelligence redefines who has a voice in B2B marketing

B2B Marketing: we do not sell to those who click, we sell to those who influence and decide

How to improve productivity in a multigenerational environment: understand, live and enhance

B2B digital marketing in 2025: integrated business, execution and innovation generate the challenge

The fascination with novelty: a reflection on what is really innovative in B2B marketing

How Artificial Intelligence can help digital marketing through personalization

Buying intent and the engagement pyramid: why should we look beyond conversions in digital marketing campaigns?