Blog

By Scott Friedman The AI revolution just commoditized everything you thought made you special. Your content, your messaging, your “thought leadership”—it’s all replicable with a prompt. Every marketer has the same tools, templates, and AI-generated playbooks. So what’s left? Brand trust. It’s the one thing AI can’t automate. When customers or prospects can’t tell theRead more

This blog was co-written by Scott Friedman and Mel Johnson. B2B technology companies are caught in a perfect storm: breakneck innovation with AI, increasing buyer expectations, and more complex and competitive buying cycles. While many companies have leaned into to address these escalating challenges, they may not be integrating a third vital corporate imperative thatRead more

In today’s hyper-competitive B2B technology landscape, it’s easy to see why brand strategy sometimes takes a back seat to demand generation or product innovation. It’s a mistake. The evidence is overwhelming: brand is not just a “nice to have”—it’s a business imperative, a strategic asset, and the foundation for sustainable growth, differentiation, and resilience. B2BRead more

By Scott Friedman Big Valley’s “AI Disclosure and Transparency: Closing the Trust Gap” report was designed to inspire wider awareness of AI dialogues and inspire business, marketing and communications leaders to engage in more conversation about the use of AI in their product and business decision making. One key question the report focused on: WhatRead more

In collaboration with Forest Taylor. For years, marketers have been forced to prioritize brand or demand, making difficult decisions to shift budgets between the two when new challenges arose—such as a new product, competitive shift, or other market disruption. Brand often lost this tug of war as the urgency of the moment drove marketers toRead more