Issue 64 -
September 28, 2026
In this week's newsletter:
Will Marketing Lose Control of Your Website?
→ Amplify the effects of your B2B event with digital
→ The truth about the costs of a headless CMS
→ LinkedIn and Google updates
Beyond the stand
How digital marketing makes B2B events work harder
As AI fills digital channels with more content, genuine face-to-face interaction is becoming more valuable. But the impact of an event should extend far beyond the people in the room.
A well-planned digital campaign can build anticipation around a strong industry point of view, put individual experts at the centre of the conversation and make live insights visible to a much wider audience.
Afterwards, presentations, expert commentary and customer questions can become useful content for search and AI platforms, turning a short-lived event into an enduring authority and demand asset.
The real cost of a headless CMS comes after launch
Headless CMS platforms promise speed, security and greater technical freedom. For organisations with complex multichannel requirements and permanent development capability, those benefits may justify the investment.
For a conventional B2B marketing website, however, the most important question is often overlooked: how much control will Marketing retain once the developers have finished building it?
Seemingly modest changes to layouts, campaign pages or visual elements may require development, testing and deployment. Add the ongoing cost of specialist support and the commercial dependency created by proprietary platforms, and the long-term implications can be much greater than the initial build price suggests.
Our latest article explains when headless is worth considering—and why many B2B organisations may be better served by a well-governed coupled CMS.
In other news
LinkedIn is trialling separate “For You” and “Network feeds”, signalling a shift from showing users primarily who they follow towards what they want to see, potentially expanding the reach of specialist creators and making employee-led thought leadership even more valuable to brands.
Google has also expanded its embeddable Preferred Sources button, allowing readers to select a website as a favoured source and making its content more likely to stand out in Top Stories, AI Overviews and AI Mode.
