B2B organizations are struggling to keep pace with today’s buyers, who are younger, more reliant on AI-driven research, and increasingly influenced by third parties and industry experts. According to Forrester’s latest research, Buying Networks: Your Buyers’ New Reality, unveiled at Forrester’s B2B Summit North America, these behavioral shifts are disrupting traditional go-to-market strategies.

Beyond changing buyer preferences, B2B leaders also face mounting pressure to drive growth and profitability amid economic and geopolitical challenges. The solution? A complete transformation of revenue processes to reflect the complex purchasing dynamics of modern buyers.

The Rise of B2B Buying Networks

Today’s business purchases are driven by buying networks, which extend beyond internal decision-makers. Buyers rely on a diverse group of constituents, including:

• Internal buying groups within their organizations.

• External influencers who offer insights and firsthand experiences.

• AI-powered agents that gather and synthesize information.

• Customers and partners who provide recommendations and validation.

Forrester’s research underscores that understanding and influencing these networks is critical for B2B providers looking to build trust, increase sales, and sustain long-term growth.

Strategies for Engaging Buying Networks

To navigate today’s complex B2B buying landscape, Forrester recommends that providers adopt the following best practices:

1. Establish Stronger Ties Between Buying Groups and Influencers

• Buyers increasingly seek third-party validation from industry experts.

• Providers must engage in thought leadership programs to educate and influence these key figures.

• Establishing trust with influencers can help build positive consensus within buying groups.

2. Optimize AI Agents for Accurate Buyer Support

• Many buyers rely on AI-driven research assistants to gather product insights.

• Providers must ensure their website content is optimized for AI-based search, making it easier for AI agents to deliver accurate and relevant information.

• Treat buyer AI agents as extensions of the buying group, equipping them with structured, easy-to-parse content.

3. Deploy AI Agents for Self-Service Buyer Engagement

• Buyers increasingly expect instant, personalized interactions with vendors.

• Providers should implement AI-powered chatbots capable of:

  • Retaining conversation history to provide seamless interactions.

  • Answering follow-up questions in real time.

  • Supporting multiple languages and delivery channels.

4. Develop a Partner Advocacy Program

• Strategic partnerships play a crucial role in influencing buyer decisions.

• Providers should create formal advocacy programs that:

  • Equip partners with the right tools and messaging to advocate effectively.

  • Extend brand influence through trusted third-party endorsements.

Rethinking the B2B Revenue Model

As buying networks grow in complexity, B2B providers must adapt their strategies to remain relevant. Forrester’s research highlights the need for greater visibility into the full buyer journey, including AI interactions, third-party influence, and partner engagement.

By aligning with these networks, B2B organizations can foster trust, improve engagement, and drive sustainable growth in a rapidly evolving marketplace.

Maven Collective Marketing, a leading B2B marketing agency specializing in Microsoft Partners, has been named a Preferred Agency in the Microsoft Advertising Preferred Agency Services (PAS) program. This prestigious designation highlights Maven Collective’s ability to craft high-performing advertising strategies that drive measurable results on a global scale.

What This Recognition Means

The Microsoft Advertising PAS program is an exclusive initiative that provides participating agencies with:

• Direct access to Microsoft’s top advertising strategists

• Specialized support and expert guidance

• Exclusive product insights and tailored recommendations

As a PAS agency, Maven Collective gains an edge in optimizing advertising performance, increasing conversion rates, and staying ahead of digital marketing trends for Microsoft Partners.

Proven Success in B2B Advertising

Maven Collective’s track record speaks for itself. In a recent campaign for Klarinet Solutions, the agency achieved:

• A 519% increase in form submissions within 90 days.

• Higher-quality campaign performance, driving increased web traffic and lead generation.

With over 13 years of experience and more than 160 industry accolades, Maven Collective continues to pioneer innovative B2B marketing strategies tailored for Microsoft Partners.

Expert Endorsements

“Maven Collective Marketing has been a trusted marketing partner for Microsoft Partners, and this recognition further solidifies our expertise,” said Erica Hakonson, CEO of Maven Collective Marketing.

Daniel Amaro, CEO of Klarinet Solutions, praised the agency’s impact, stating that their partnership led to stronger marketing performance, better campaign effectiveness, and improved lead quality.

How Microsoft Partners Benefit from PAS Expertise

Through the PAS program, Maven Collective can:

• Leverage Microsoft’s tools and insights to optimize advertising campaigns.

• Enhance targeting and conversion strategies for Microsoft Partners.

• Stay ahead of industry trends by accessing Microsoft’s latest advertising innovations.

Maven Collective’s inclusion in the Microsoft Advertising Preferred Agency Services program marks a significant milestone in its mission to drive measurable marketing success for Microsoft Partners. With a focus on data-driven advertising strategies, the agency continues to empower clients to achieve higher engagement, improved conversions, and sustainable growth.

Cavallo, the leader in AI-powered Profit Maximization, has announced Gayle deDie as its new Senior Vice President of Marketing. With over 20 years of enterprise marketing expertise, including leadership roles at Google Cloud and Cooler Screens, Inc., deDie will play a critical role in Cavallo’s market expansion and customer engagement efforts.

A Strategic Move for Growth

The appointment aligns with Cavallo’s commitment to helping distributors and manufacturers optimize efficiency and profitability. Mike Biwer, CEO of Cavallo, expressed enthusiasm about deDie joining the team:

"Gayle’s experience in shaping Google Cloud’s marketing strategy brings a wealth of expertise to fuel our market expansion while deepening our dedication to existing customers. Her leadership will be pivotal in our next phase of growth."

Marketing Expertise Backed by Proven Results

deDie’s extensive experience spans integrated marketing strategies, paid and earned media, account-based marketing (ABM), and customer acquisition campaigns.

• At Google Cloud, she spearheaded marketing strategies that resulted in $91 million in new pipeline growth, scaling North American demand generation globally.

• At Cooler Screens, Inc., she led AI-powered in-store retail media and SaaS platform initiatives to enhance brand awareness and demand generation.

Her data-driven, results-oriented approach aligns perfectly with Cavallo’s mission to empower distributors and manufacturers through AI-powered insights.

Driving Profit Maximization Through AI

Cavallo’s AI-powered Profit Maximization platform helps businesses achieve:
90% reduction in order errors
80% improvement in order processing speed
10x increase in pre-tax profit gains

The platform provides real-time insights, predictive analytics, and customer behavior intelligence to help businesses streamline operations and prioritize high-value accounts.

"Joining Cavallo at this stage in its growth is exciting," said deDie. "Its Profit Maximization platform is proven to help manufacturers and distributors maximize profitability, and this opportunity aligns perfectly with my passion to help customers achieve meaningful results."

With Gayle deDie at the helm of Cavallo’s marketing strategy, the company is poised to accelerate growth, expand its market presence, and enhance AI-driven profitability solutions for distributors and manufacturers.

321 Web Marketing, a top digital marketing agency specializing in organic SEO and custom WordPress development, has acquired Hercules SEO. This acquisition strengthens its marketing capabilities, expands service offerings, and enhances its ability to deliver high-quality leads for clients. As part of the transition, Hercules SEO’s CEO, Alex Zarpas, has joined 321 Web Marketing as Director of Sales and Marketing, bringing new leadership and expertise to the company.

Highlights of the Acquisition

• Strengthening Lead Generation & Cost Efficiency

  • 321 Web Marketing aims to move beyond vanity metrics and focus on reducing cost-per-qualified-lead.

  • Hercules SEO’s expertise in social media advertising enhances the agency’s inbound marketing solutions.

  • Clients will benefit from more precise lead tracking, from initial engagement to conversion.

• Alex Zarpas Joins as Director of Sales & Marketing

  • Brings leadership and experience in social media advertising and digital marketing.

  • Aligns with 321 Web Marketing’s philosophy of maximizing ROI for clients.

  • Will play a key role in revenue growth and expansion strategies.

• Expanding Digital Marketing Capabilities

  • Enhanced SEO, PPC, and content marketing strategies.

  • Strengthened WordPress development services.

  • Focus on industry benchmarks and best practices to deliver measurable results.

Leadership Insights

Alex Zarpas expressed excitement about the acquisition, emphasizing the alignment of business goals and the opportunity to contribute to 321 Web Marketing’s success. CEO Jonathan Gessert highlighted how Zarpas’ expertise will bring fresh ideas and new dimensions to the agency’s inbound marketing strategies.

With the acquisition of Hercules SEO, 321 Web Marketing reinforces its position as a leader in inbound marketing. The integration of new expertise and expanded service offerings ensures clients receive the highest level of digital marketing strategy and execution.

AdTech startup POCKLA has raised £1.6 million in a seed funding round led by Venrex, with participation from The Sidemen’s VC arm Upside Ventures, Love Ventures, Shuttle, and other industry leaders. The funding will accelerate POCKLA’s AI-powered content strategy and creation platform, helping brands navigate the evolving social media landscape with authentic and impactful content.

Highlights of the Funding Round

• Investment Backed by Industry Leaders

  • Investors include Rich Waterworth (formerly TikTok), Dan Cobley (ex-Google UK/Ireland), and Michael Chock and Ryan Quinn (formerly MiQ).

  • Sidemen, the UK’s biggest YouTube group, invest through Upside Ventures, aligning with POCKLA’s vision for content innovation.

• Bridging the Gap Between Brands and Authentic Content

  • POCKLA helps brands develop their "internet voice" and engage audiences authentically.

  • Focuses on AI-driven content strategy, moving beyond traditional keyword-based marketing.

  • Enables brands to create meaningful, community-driven conversations.

• Why Brands Need a New Approach to Content

  • 73% of consumers prefer short-form video when exploring products or services.

  • Social media success requires brands to be agile and authentic rather than overly promotional.

  • Many corporate brands struggle to engage effectively without appearing forced or inauthentic.

• How POCKLA is Changing Brand Engagement

  • Combines human strategy with AI-driven insights for more effective content.

  • Helps brands identify trending topics and conversations their audience cares about.

  • Transforms strategy into high-impact, engaging content quickly.

Leadership Insights on POCKLA’s Growth

• Sam Uwins (Director, Sidemen Entertainment Limited): "We invest in businesses shaping the future of marketing. POCKLA helps brands move at the speed of social media and build engaged audiences."

• Alistair Russell (Venture Investor, Venrex): "POCKLA is reinventing brand engagement, blending AI technology with creativity to help brands succeed in today’s competitive landscape."

• Rupert Boddington (Co-Founder, POCKLA): "Brands aren’t just competing with each other—they’re competing with every piece of content in a consumer’s social feed."

• Hugo Bibby (Co-Founder, POCKLA): "This funding marks a pivotal step in our journey to help brands engage authentically with their audience."

With £1.6M in new funding, POCKLA is poised to revolutionize digital marketing by empowering brands with AI-driven content strategies. By prioritizing authenticity and agility, POCKLA ensures brands can navigate the fast-changing digital landscape and build stronger, more engaged communities.

Splash, a Cvent-owned event marketing technology company, has released its 2025 Outlook on Events report, surveying over 1,000 U.S.-based marketers. The report highlights how CMOs and marketers are integrating events into their strategies, measuring event success, and leveraging event-led growth (ELG) as a core approach to customer acquisition and retention.

Kate Hammitt, Head of Marketing at Splash, emphasized that 94% of marketers using event-led growth report consistent revenue, compared to 77% who do not. The findings reinforce the increasing reliance on events as a critical marketing strategy to drive revenue and pipeline in 2025.

Takeaways from the Report

1. In-Person Events Lead in ROI, and Event Planning Is Expanding

• Marketers planned an average of 29 events in 2024, which is 15 more than the previous year.

• 66% of multi-format event hosts reported that in-person events drove the highest revenue, a 12% increase from 2023.

• 57% of marketers plan to increase partner events, 44% will host more owned events, and 51% will add more sponsored events in 2025.

2. CMOs Are Expanding Budgets and Investing in Event Tech

• 69% of marketers report that their company will increase its total marketing budget in 2025.

• 55% allocate at least 20% of their budget to events.

• 77% of marketers would host more events if they had technology to simplify execution and replication—CMOs were 16% more likely to highlight this need.

• 88% of marketers plan to invest in event technology in 2025.

3. Measuring ROI and Competitive Edge Remain Key Challenges

• 41% of marketers struggled to measure event ROI and create competitive events in 2024.

• CMOs were 29% more likely than average to report challenges in making their events competitive.

4. Event-Led Growth (ELG) Drives Business Success

• 67% of marketing teams use ELG strategies.

• Marketers using ELG were 140% more likely to achieve over 50% growth compared to those who did not.

• 50% of marketers not using ELG believe this is why their events underperform, a 9% increase from 2024.

• 94% of ELG marketers report steady revenue, compared to 77% who do not.

5. Events Accelerate Deals and Strengthen Competitive Positioning

• 90% of marketers say events help their company stand out from competitors.

• 89% believe events are critical for business growth.

• 52% of marketers attribute at least half of their company’s 2024 closed-won deals to events.

• 72% say prospects close deals faster after attending events.

• 31% of marketers reported a 20-day reduction in closing time when prospects attend events.

The 2025 Outlook on Events report underscores the growing importance of event-led growth as a dominant strategy for marketers. With increased investments in event technology, a greater focus on measuring success, and expanding event programs, businesses that embrace event-led growth will be better positioned to drive revenue and stay competitive in 2025.

Triton Digital, a global leader in digital audio, podcast, and broadcast radio technology, has announced the integration of Sounder, an AI-powered audio intelligence platform, into Spreaker—its podcast platform for independent creators. This integration enables advertisers to leverage contextual targeting, allowing them to reach audiences beyond traditional content categories.

With over 260,000 podcasts hosted on Spreaker, advertisers can now unlock new inventory and increase revenue potential by targeting relevant conversations instead of being limited to specific podcast genres.

Highlights of the Integration

1. Expanding Podcast Advertising Through Contextual Targeting

• Spreaker’s content is now analyzed through Sounder’s AI-driven brand suitability and contextual targeting system.

• Advertisers can target content based on key topics and themes, rather than being restricted to specific podcast genres.

• Example: A sports brand can now target travel podcasts that discuss global sporting events, expanding its reach beyond the sports category.

2. Benefits for Advertisers and Buyers

• Increased inventory availability for ad placements across multiple podcast categories.

• Buyers can invest confidently via the Triton Digital Audio Marketplace, knowing their ads align with the most relevant conversations.

• Flexible ad placement options, supporting both direct-sold and programmatic campaigns using pre-bid buying.

3. Enhanced Revenue Opportunities for Podcast Creators

• More monetization opportunities for Spreaker podcast creators due to increased ad placements.

• AI-powered brand suitability ensures ad compatibility, making content more attractive to advertisers.

• Integration with Triton Digital’s broader ad network strengthens exposure and earnings potential.

4. Industry Partnerships and Market Impact

• Spreaker joins a growing list of Sounder-powered platforms, including NOVA Entertainment and DAX US.

• Sounder has been integrated into DAX US since 2022, helping advertisers optimize ad placements through AI-driven insights.

• Brian Conlan, President of DAX US, highlights that automated brand solutions like Sounder are now a necessity as podcast content grows.

5. Triton Digital’s Strategic AI Investment

• Triton Digital acquired Sounder in March 2024 to enhance its AI-driven audio streaming and podcasting technology.

• Since the acquisition, brands, agencies, and publishers have gained access to data-driven advertising solutions for improved ad targeting and measurement.

• Recent product updates include:

  • Promo Hub: Automates key aspects of podcast promotion.

  • Upgraded Audio Insights Dashboard: Offers enhanced content analysis capabilities.

The integration of Sounder into Spreaker marks a significant advancement in AI-powered podcast advertising. Advertisers now have greater flexibility in targeting, while podcast creators gain more revenue-generating opportunities. With Triton Digital’s strategic investments in AI and brand suitability, the future of podcast advertising is set to become more data-driven, efficient, and scalable.

Zeta Global, a leader in AI-powered marketing, has launched AI Agent Studio, a suite of generative AI tools that allows users to create, customize, and activate interconnected AI agents for marketing automation. With the introduction of Agentic Workflows (now in beta), Zeta enables businesses to automate complex marketing tasks with precision and efficiency, moving beyond isolated AI tools to fully integrated systems.

According to David A. Steinberg, Co-Founder and CEO of Zeta Global, the company has seen a 40% increase in consumption revenue in 2024, highlighting the rapid adoption of AI-powered solutions. With 126 brands adopting Zeta’s Data Cloud AI in its first year, Zeta is redefining how businesses leverage AI for marketing.

Innovations in AI Agent Studio & Agentic Workflows

1. AI-Driven Marketing Automation with Agentic Workflows

• Seamlessly integrates AI agents to automate complex tasks across the customer journey.

• Moves beyond siloed AI tools, creating an interconnected system for enhanced efficiency.

• Offers prebuilt and customizable workflows, allowing businesses to scale AI-powered marketing.

2. Transforming Marketing Productivity & Personalization

• Increases efficiency, performance, and scalability in marketing campaigns.

• AI-driven automation helps businesses refine customer engagement and enhance personalization.

• Provides marketers with the ability to focus on high-value strategic initiatives instead of manual tasks.

3. Core Capabilities of Zeta’s AI Agent Studio

Zeta’s Agentic Workflows enable automation of key marketing processes, including:

• Programmatic Media Optimization:

  • Automates audience segmentation and media planning.

  • Optimizes real-time bidding strategies and campaign performance adjustments.

• Customer Journey Optimization:

  • Identifies behavioral drop-off points in marketing funnels.

  • Recommends engagement strategies and executes A/B testing for continuous improvement.

• Campaign Creation:

  • Defines target audiences and forecasts CTV campaign performance.

  • Generates creative briefs and automates billing processes.

• Data Onboarding & Integration:

  • Analyzes, maps, and transforms unstructured data for seamless integration.

  • Ensures smooth data flow within the Zeta Marketing Platform.

4. Zeta’s Competitive Edge in AI-Powered Marketing

• 126 brands have already adopted Zeta’s AI solutions within its first year.

• The Zeta Marketing Platform offers an intuitive interface for building custom AI agents.

• Marketers can leverage a growing library of prebuilt AI agents to accelerate implementation.

• Strategic intelligence meets autonomous execution, allowing businesses to move faster, make smarter decisions, and drive revenue growth.

With the launch of AI Agent Studio and Agentic Workflows, Zeta Global is pioneering the next phase of AI-powered marketing automation. By eliminating inefficiencies, optimizing personalization, and enabling interconnected AI-driven decision-making, businesses can scale marketing operations faster and enhance customer engagement like never before.