A few weeks in the past, I revealed the record of my ten hottest posts of 2025. I ranked posts primarily based on cumulative whole reads, which signifies that posts revealed later within the 12 months had been at a serious drawback in comparison with these revealed earlier within the 12 months.
A number of posts that I revealed within the second half of 2025 have attracted a major variety of readers, however not fairly sufficient to crack the highest ten record. In a means, these posts are just like the ugly duckling within the much-loved fairy story by Hans Christian Andersen. They simply want extra time for his or her reputation to grow to be evident.
Earlier than I shut the books on 2025, I needed to spotlight a number of of those ugly duckling posts that, with time, will grow to be lovely swans.
So, in case you missed any of them, listed here are three posts from this 12 months which can be price studying as you wrap up 2025 and transfer into 2026.
[Research Round-Up] 6sense Examine Gives Essential Insights on B2B Purchaser Conduct
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| Supply: 6sense |
This put up summarized a number of the main findings of the 2025 B2B Purchaser Expertise Examine carried out by 6sense. The 2025 examine is the third version of 6sense’s B2B purchaser expertise analysis, with earlier research being carried out in 2024 and 2023.
All the 6sense purchaser expertise research have offered beneficial, and infrequently counterintuitive, insights in regards to the real-world attitudes and behaviors of enterprise patrons.
My put up discussing the 2024 version of the examine made this 12 months’s high ten record, and I anticipate this put up to draw related curiosity over time.
What Has (and Hasn’t) Modified in B2B Advertising
A considerable majority of skilled B2B entrepreneurs would most likely say that the final 20 years have been a interval of unprecedented change in B2B advertising.
Over the previous twenty years, we now have witnessed the proliferation of selling channels, the explosive development of selling applied sciences, and the looks of a number of new advertising strategies.
Throughout the identical interval, we have additionally seen the introduction of an array of “new” ideas and fashions describing the B2B shopping for course of and exploring the function of selling within the income development of B2B corporations.
Whereas it is clearly important for entrepreneurs to maintain on high of serious modifications of their occupation, it is equally vital that they bear in mind what issues have not modified.
On this put up, I used excerpts from a 1972 e book by Frederick E. Webster and Yoram Wind to make the purpose that most of the core rules of selling and purchaser habits have modified little or no.
Lengthy Stay the 4P’s
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| Supply: Shutterstock |
The 4P’s mannequin of the advertising combine was launched by E. Jerome McCarthy, a advertising professor at Notre Dame, in his 1960 advertising textbook. McCarthy’s mannequin rapidly turned well-liked, and it has been a core a part of the advertising curriculum at nearly all universities for many years.
Regardless of its reputation and longevity, the 4P’s mannequin has been criticized for a wide range of causes, and a number of other advertising teachers and different pundits have supplied options which can be designed to deal with the perceived limitations of McCarthy’s authentic mannequin. So, we now have the “7P’s,” the “7C’s,” and the “5B’s,” amongst others.
A current salvo of criticism aimed on the 4P’s was fired by Joanne Seddon, the CEO of the Advertising Accountability Requirements Board, in a article revealed this fall at WARC.
On this put up, I used excerpts from McCarthy’s 1960 textbook to display that almost all criticisms of the 4P’s mannequin, together with Ms. Seddon’s, are misplaced.
Prime picture courtesy of Lando Mollari by way of Flickr (CC).
