Issue 63 -
September 14, 2026
In this week's newsletter:
An end-of-summer roundup of our latest articles
What changed in B2B marketing
while you were away?
If you spent part of the summer sensibly ignoring your inbox, you may have missed some important developments in B2B marketing.
AI is changing how buyers research suppliers. Authority is becoming more commercially valuable. Some of your best content, and your best prospects, may be invisible to your marketing platforms. And paid advertising continues to evolve.
We’ve brought together our most important articles from the summer to help you catch up.
Once in a While, Marketing Changes Forever
Most changes in marketing are incremental. We adapt to a new channel, update our tactics and carry on.
But occasionally, something happens that changes the underlying model.
AI is one of those changes. It is transforming not only how marketing is created, but how buyers discover, research and evaluate potential suppliers. That has significant implications for search, content, demand generation and the way Marketing demonstrates its value.
Jennifer Esty looks at why this is a fundamental shift—and the questions B2B marketing leaders should be asking now.
Rethinking visibility, authority and demand
Some marketing activity generates an immediate return. Other work builds authority across search engines, AI platforms and industry sources over time. This article explains why that authority should be treated as a long-term commercial asset, rather than a short-term marketing expense.
Your best technical content is hiding where AI can’t see it
For years, the most valuable content in technical B2B companies has lived in a strange place: the sales team’s sent items. Find out how to turn that hidden expertise into content that search engines and AI platforms can find and use.
Your best prospects aren’t filling in your forms
Your marketing platform sees the prospect who completed a form but not necessarily the one researching you on LinkedIn, your website, and ChatGPT. This article explores why visibility doesn’t equal qualified demand.
Paid advertising is changing too
LinkedIn can now personalise ads using information from a member’s profile. That could make advertising more relevant—or simply make it feel intrusive. We look at how the feature works, where it might add value and whether B2B advertisers can use it effectively without damaging trust.
ChatGPT ads: should B2B marketers care?
ChatGPT ads give B2B marketers a potential way to reach people while they are researching questions and comparing their options. We share what we learned from our first B2B campaign, where we see the opportunity, and what advertisers should consider before testing the platform.
Need help responding to the changes?
The way B2B buyers discover, assess and shortlist suppliers is evolving quickly. Sharp Ahead helps B2B organisations build visibility, authority and demand across search, content, paid media and AI platforms.
