The B2B Reset

B2B marketing sits at the centre of some of the most important commercial decisions made today. It shapes the brands companies choose, the partners they trust and the strategies that define entire industries. And yet, much of the playbook we still use was built for a world that no longer exists.The B2B Reset is a practical handbook for the modern marketer navigating that gap.It explores the real questions B2B marketers face every day, from brand and demand to creativity, measurement, AI, and the complexity of buying groups. It strips away jargon and outdated thinking to offer a clearer, more coherent way to approach the discipline as it exists now.Written for marketers at every stage of their career, from those building their foundations to those leading entire teams, this is a book designed to be used; picked up, applied, and returned to when the work gets harder.