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B2B Marketing

Guides and playbooks on b2b marketing from the Pota Studio team. Strategy, real data, and battle-tested best practices.

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B2B Marketing

B2B Marketing in 2026: The Shift from Lead Generation to Demand Generation

The traditional B2B lead generation playbook (gated ebooks, cold outreach) is failing in 2026 because buyers now conduct 80% of their research independently. The winning strategy is Demand Generation: ungated expert content, executive thought leadership on LinkedIn, and Account-B

11 min readApril 22, 2026
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