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Why “Category Fame” Beats Household Fame in B2B Marketing

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What truly drives trust in B2B marketing: brand awareness, product innovation, or peer validation? How do customer endorsements and category relevance stack up against price competitiveness and feature differentiation? And where in the funnel does trust create the greatest competitive advantage?

Cover image for LinkedIn's Be Category-Famous and Accelerate Social Trust reportFind the answers to those questions and more in the Be Category-Famous and Accelerate Social Trust report from LinkedIn.

For senior B2B marketers and marketing decision-makers, this report makes a clear and compelling case: trust is not a soft metric or a branding afterthought. It is the strategic foundation of sustainable growth, and it is built less through broad fame and more through category-specific validation, peer credibility, and social proof across the funnel.

Here are eight specific findings from the LinkedIn report’s authors, Mimi Turner and Jann Schwarz.

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Where AI Investment Is Reshaping Industry Strategy

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Contributed post.

Artificial intelligence (AI) has moved from experimental pilots to core budget priorities across multiple industries. Executive teams are allocating significant capital to systems that improve speed, accuracy, and decision-making. For B2B marketers, tracking where these investments are flowing offers valuable insight into future demand and messaging strategy.

Executive teams are allocating significant capital to AI systems that improve speed, accuracy, and decision-makingManufacturing and Industrial Operations

Manufacturers are directing major funding into predictive maintenance, quality inspection, and production optimization. Machine learning models analyze equipment data to identify early signs of wear or performance drift. Reducing unplanned downtime has a direct impact on margins, which makes this category attractive to operations leaders.

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From AI Pilots to Operational Reality: Key Takeaways from Stensul’s 2026 MarTech Outlook

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Is AI finally moving from experimentation to execution inside marketing organizations? How are martech budgets actually changing in 2026, and where is that money going? And what does the growing shift away from agencies toward in-house enablement mean for marketing leaders responsible for both outcomes and operations?

2026 MarTech Outlook report from StensulFind the answers to those questions and more in the 2026 MarTech Outlook report from Stensul.

For those in the B2B marketing leadership and marketing operations community, this report offers a clear-eyed snapshot of where martech priorities, budgets, and operating models are heading in 2026.

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AI Search Isn’t Replacing SEO — It’s Rewriting Visibility: Key Insights from Conductor’s 2026 AEO / GEO Benchmarks Report

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AI-powered search (Google AI overviews, ChatGPT, Perplexity, etc.) is changing where and how brands are discovered online. Are traditional SEO metrics still enough to compete in 2026? What benchmarks should marketers use to measure performance in an AI-driven discovery landscape?

Conductor 2026 report on AEO, GEO, and SEOFind the answers to those questions and more in the 2026 AEO / GEO Benchmarks Report from Conductor.

For those in the digital marketing, SEO, and brand visibility space, this report offers a robust look at how AI answer engines and Google’s AI Overview results are creating new visibility metrics and redefining discovery. Rather than displacing SEO, AI search introduces a parallel visibility surface where brand credibility is measured by citations and mentions within AI responses.

Here are six specific findings from the report’s authors.

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Securing The Front Line: Cybersecurity Essentials For Customer-Facing Platforms

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Contributed post.

Customer-facing platforms often serve as the first point of interaction between a business and its audience. In a B2B environment, these systems shape credibility, influence buyer confidence, and support revenue generation. Cybersecurity plays a direct role in protecting those relationships by safeguarding data, ensuring uptime, and preserving brand trust.

Cybersecurity Essentials For Customer-Facing Platforms

Image credit: Microsoft Stock Images

Why Customer-Facing Platforms Are High-Value Targets

Public platforms handle login credentials, personal details, and transaction data. That combination makes them attractive to attackers seeking financial gain, competitive intelligence, or disruption. Even a short outage or minor data exposure can damage long-term partnerships and slow sales cycles.

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