Ep. 63 Matt Hogan of HG Insights

The biggest challenge in B2B marketing isn’t so much generating demand, but it’s keeping folks from ghosting you, even long before they enter your pipeline.In this episode, Matt Hogan, VP of Marketing at HG Insights, reveals why B2B buying behavior has radically changed, and how most companies struggle to keep up. He breaks down the rise of shadow buying, the increasing role of CFOs and CIOs in decision-making, and why your brand is being judged before you ever get on a call. We also discuss: Why poor positioning is sabotaging your marketing efforts before they even begin.The new golden age of cold calling.Why generative AI is changing the content game—but most brands are using it wrong.How to leverage data to create magnetic, high-impact marketing.And much more.