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In the complex world of B2B commerce, the "Buyer Journey" is often discussed in terms of clicks, stages, and touchpoints. But fundamentally, a buying journey is a decision-making process. It is a sequence of micro-conclusions—about budget, technical fit, security, and trust—that eventually culminate in a final "Yes."For a decision to be made, a conclusion must be reached. And to reach a conclusion, information must be processed. This relationship between Information, Processing, and Decision is where the B2B Go-To-Market strategy is...
The future of GTM is arriving faster than anyone expected—and during our this webinar, we explored what leading CMOs are already doing to prepare. We were thrilled to co-host this conversation with Lora Kratchounova, Founder & Principal of Scratch Media + Marketing, a long-time advisor to B2B tech companies and one of the industry’s sharpest voices on modern growth strategy. The Buyer Journey Has Changed, Again… The buyer journey is undergoing one of the most significant shifts we’ve seen in...
As generative AI transforms how information is discovered and consumed, your website isn’t just a destination — it’s a participant in conversations happening across generative platforms. In our recent session with Niall Moran, Director of Technology PR at Marketbridge, we explored how Large Language Models (LLMs) are reshaping buyer behavior, and what marketers must do to stay visible, relevant, and competitive. The Buyer Journey Has Been Rewritten 89% of B2B buyers now use GenAI tools to inform their purchase decisions....
ABM has been a cornerstone of B2B go-to-market strategies for years. But with new acronyms and approaches emerging—like BGM (Buyer Group Marketing)—and AI transforming how buyers engage with content, is ABM still the right playbook? In a recent session with Robert Norum, ABM and Demand Strategy Expert at the B2B Marketing Propolis Community, we dug into this question and explored the evolving role of ABM. From One-to-One to the ABM Ecosystem ABM had a long journey since it first emerged....
The way B2B buyers discover and evaluate solutions is changing faster than ever before. Traditional SEO, once the cornerstone of digital visibility, is giving way to a new paradigm: Generative Engine Optimization (GEO). Instead of simply delivering lists of links, AI-powered platforms are reshaping the buyer journey into conversations, answers, and contextual recommendations. In our recent webinar with Rob Welsby from Gravity Global, we unpacked the data, strategy shifts, and tactical considerations that every marketer should understand as AI search...
Website optimization in B2B has long been stuck at the page level and it’s been plateauing for a while. You run an A/B test. You tweak a CTA. You swap a headline. Maybe conversions nudge up a few points but then they plateau. Why? Because what works for one visitor doesn’t reflect how real B2B decisions are made, yet websites are designed to give a one-size-fits all experience. According to Forrester, less than 50% of B2B marketers have a documented...
The way people discover content online is changing fast. Instead of relying on traditional search engines, buyers are turning to AI chat platforms like ChatGPT and Perplexity for direct, conversational answers. This shift from SEO to GEO—Generative Engine Optimization—requires a new approach to content, strategy, and personalization. In this post, we’ll break down what GEO means, why it matters for B2B marketers, and how Trendemon is helping companies turn AI-driven discovery into real pipeline. Understanding the Shift — From SEO...
Traditional go-to-market motions are being stress-tested by budget scrutiny, AI disruption, and shifting buyer behaviors, and as a result - marketers are being challenged to adapt. We sat down with Hillel Zvi, Head of SEO and ABM at Check Point, and Greg Campbell, Head of Strategic Growth at Infuse EMEA, to unpack a bold ABM evolution story—complete with the pivots, pitfalls, and practical playbooks B2B marketers need today. The Lead-to-ABM Leap: Bridging the Sales-Marketing Divide Check Point faced a main...
Buyer journeys start anonymously—and often stay that way unless marketers find new ways to earn attention, relevance, and trust. In our recent session with Eric Cisternelli, Senior Digital Marketing Manager at Bitsight, we explored how Bitsight tackled this challenge head-on using an “always-on” personalization strategy powered by Trendemon. Here's a look at how they turned anonymous visits into meaningful engagement, and what other marketers can learn from their approach. Always-On Means Always-Relevant Bitsight’s audience—cybersecurity leaders—are notoriously privacy-savvy, making it especially...
Shifting to account-based marketing (ABM) isn’t just a marketing tactic—it’s a strategic transformation that requires organizational alignment, the right tools, and a fresh mindset. In a recent session with ABM expert and fractional CMO Paola Piccinno, we unpacked the ten most common pitfalls that companies face during the transition to ABM—and how to avoid them. Whether you’re piloting your first ABM program or scaling it across teams, this is your roadmap to doing it right. 1. Building the Wrong (or...
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