A few weeks in the past, I printed the checklist of my ten most popular posts of 2025. I ranked posts primarily based on cumulative complete reads, which signifies that posts printed later within the 12 months had been at a serious drawback in comparison with these printed earlier within the 12 months.
A number of posts that I printed within the second half of 2025 have attracted a major variety of readers, however not fairly sufficient to crack the highest ten checklist. In a approach, these posts are just like the ugly duckling within the much-loved fairy story by Hans Christian Andersen. They only want extra time for his or her reputation to change into evident.
Earlier than I shut the books on 2025, I wished to spotlight just a few of those ugly duckling posts that, with time, will change into lovely swans.
So, in case you missed any of them, listed below 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 Study Provides Critical Insights on B2B Buyer Behavior
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| Supply: 6sense |
This put up summarized a few of the main findings of the 2025 B2B Purchaser Expertise Research 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.
The entire 6sense purchaser expertise research have supplied precious, and infrequently counterintuitive, insights in regards to the real-world attitudes and behaviors of enterprise consumers.
My put up discussing the 2024 version of the examine made this 12 months’s prime ten checklist, and I anticipate this put up to draw comparable curiosity over time.
What Has (and Hasn’t) Changed in B2B Marketing
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’ve got 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 firms.
Whereas it is clearly important for entrepreneurs to maintain on prime of great adjustments of their occupation, it is equally essential that they bear in mind what issues have not modified.
On this put up, I used excerpts from a 1972 ebook by Frederick E. Webster and Yoram Wind to make the purpose that lots of the core ideas of selling and purchaser habits have modified little or no.
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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 shortly turned common, 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 several other advertising lecturers and different pundits have provided alternate options which can be designed to handle the perceived limitations of McCarthy’s unique mannequin. So, we now have the “7P’s,” the “7C’s,” and the “5B’s,” amongst others.
A latest salvo of criticism aimed on the 4P’s was fired by Joanne Seddon, the CEO of the Advertising and marketing Accountability Requirements Board, in a article printed this fall at WARC.
On this put up, I used excerpts from McCarthy’s 1960 textbook to reveal that the majority criticisms of the 4P’s mannequin, together with Ms. Seddon’s, are misplaced.
High picture courtesy of Lando Mollari by way of Flickr (CC).
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