Why Traditional B2B Advertising Underperforms – and How ABM Helps
A B2B campaign can deliver thousands of impressions and clicks without reaching many of the companies a sales team actually wants to win. For businesses with complex buying processes and high-value contracts, the challenge is not simply reaching more people. It is reaching commercially relevant organisations, often months before they are ready to buy. Account-Based […]
Why B2B Enterprise ABM Still Works in a Cookieless, IPv6 World
How IP-based corporate network identity outperforms cookies and person-level tracking for account-based marketing. Most B2B marketing platforms quietly rely on the assumption that if someone from a company visits your website, that visit belongs to the company. In 2026 this is only sometimes true. Whether a web visit can be mapped to a company depends […]
Jem Lloyd-Williams, UK CEO of Mindshare, on the Evolution of Media
Jem Lloyd-Williams is the UK CEO of Mindshare, a global, multi-award-winning, media agency network of 9,300 people across 86 countries. Mindshare looks after some of the world’s biggest advertisers, including Unilever, Ford and Nike, as well as impressive UK brands such as Carwow, and LV=insurance. Jem was the former CEO of Vizeum UK and has […]