Insights
Whitepapers
WHO SHOULD OWN CUSTOMER INSIGHT IN B2B?
Customer insight is one of B2B's most contested ownership questions — and most organisations get it wrong. Who Should Own Customer Insight in B2B? cuts through the debate with evidence from BCG, Bain, McKinsey, Gartner, Forrester, and Deloitte. From why sales-sourced insight systematically misleads, to what structure actually works at different scales — it makes the case for strategic ownership with the clarity the topic deserves.
Content That Counts
B2B content is everywhere — and that’s the problem. Most of it sounds the same, says nothing new, and fades fast. Content That Counts shows how to do it differently: braver ideas and sharper focus. From knowing your audience to writing with clarity and purpose, it shows how focus — not frequency — builds reputation.
Leveraging Account-Based Marketing to transform client success
Unlock the transformative potential of Account-Based Marketing for the financial industry. Download our whitepaper to explore strategies, case studies, and insights to help your business drive client growth and retention through tailored ABM programs. Download our whitepaper to transform your B2B strategy today!
Breaking through the noise: Winning Product Marketing Strategies for Investment Funds
Discover the key strategies to help your investment fund stand out in a crowded market. Download our whitepaper to gain actionable insights on differentiating and building winning product marketing approaches for long-term success.
Blogs and News
Drowning in Abundance
When everything is available, what becomes valuable? The future looked different when I was a child. Beaming from place to place seemed easy, understanding and speaking any language, not a problem – well, we have basically already solved that one.
Interview Patrick with NBCC – Netherlands-British Chamber of Commerce
NBCC is pleased to introduce our new member, Patrick Ide, Founder & Managing Partner of GrndWorX. GrndWorX is a strategic B2B marketing agency. They help leadership teams cut through complexity, make the right strategic decisions, and translate them into execution that delivers measurable outcomes.
Client Insight and the Case for Marketing — The Evidence, the Gap, and What Closing It Requires
The first two articles in this series established two things. First, that customer insight is one of the most politically consequential capabilities a B2B organisation can build – and that its persistent underdevelopment is not a capability failure but a power problem.
The Growth Opportunity for Marketing: From Campaign Performance to Business Impact
Over the past few years, I have seen marketing teams meet their campaign targets while still struggling to earn recognition for their contribution to growth. That may sound contradictory, but it is becoming increasingly common.
Client Insight and the Sales Default — Why the Easy Answer Is the Wrong One
The first article in this series made a specific claim: the reason customer insight remains underdeveloped in 80% of B2B organisations is not analytical complexity but organisational politics. The function that owns insight owns the evidence base against which every other function’s assumptions get tested. That concentration of authority is uncomfortable – and most organisations find ways to avoid it.
The State of Customer Insight in B2B – What the Evidence Actually Shows
Most B2B organisations believe they understand their customers. The research suggests otherwise – and the gap between belief and reality is larger than most leadership teams would be comfortable acknowledging.
AI SEARCH: BEYOND THE HYPE – DRIVING REAL BUSINESS OUTCOMES AND GROWTH
AI-powered search is reshaping how customers discover and interact with brands. Learn how to leverage AI visibility and digital intelligence to drive meaningful growth and deliver the outcomes that matter most.
Benchmarking vs. Corporate Punk
This blog post examines how benchmarking can help improve performance but also limit innovation. It warns against settling for industry norms and encourages businesses to focus on creativity, customer needs, and forward-thinking growth.
Are B2B Marketers Ditching Brand for Fast Cash?
B2B marketers face a growing tension between short-term results and long-term brand growth. Despite understanding the value of brand building, many are held back by budgets, leadership focus, and pressure for quick wins. The blog post explores these challenges and calls for renewed investment in sustainable marketing strategies.
The Real Impact of AI on Workload
AI is transforming marketing work but not necessarily lightening the load. While it boosts efficiency and personalization, it also demands new skills, continuous adaptation, and a stronger focus on quality and strategy.
GrndWorX expands to Switzerland: A Swiss Adventure Begins!
GrndWorX has opened a new office in Geneva, led by Managing Partner Willem Redert, to strengthen ties with Swiss clients. The move enables closer collaboration, personalized service, and deeper client relationships. It marks a new chapter in delivering impactful, strategic marketing solutions in Switzerland and beyond.
Unleashing Marketers’ Agility: The Power of Collaborative Solutions!
Marketing teams face mounting pressure amid shrinking budgets and growing demands. By combining AI technology with smart external collaboration, they can boost efficiency, creativity, and focus. This article explores how balance and collaboration are key to thriving in today’s complex marketing landscape.
