A few weeks in the past, I revealed the listing of my ten hottest posts of 2025. I ranked posts primarily based on cumulative whole reads, which signifies that posts revealed later within the yr have been at a serious drawback in comparison with these revealed earlier within the yr.
A number of posts that I revealed within the second half of 2025 have attracted a big variety of readers, however not fairly sufficient to crack the highest ten listing. In a method, 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 turn into 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 turn into lovely swans.
So, in case you missed any of them, listed below are three posts from this yr which might be price studying as you wrap up 2025 and transfer into 2026.
[Research Round-Up] 6sense Examine Offers Important Insights on B2B Purchaser Conduct
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| Supply: 6sense |
This publish summarized among the main findings of the 2025 B2B Purchaser Expertise Examine carried out by 6sense. The 2025 research 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 worthwhile, and infrequently counterintuitive, insights in regards to the real-world attitudes and behaviors of enterprise patrons.
My publish discussing the 2024 version of the research made this yr’s prime ten listing, and I anticipate this publish to draw comparable curiosity over time.
What Has (and Hasn’t) Modified in B2B Advertising
A considerable majority of skilled B2B entrepreneurs would in all probability say that the final twenty years have been a interval of unprecedented change in B2B advertising.
Over the previous twenty years, we’ve got witnessed the proliferation of promoting channels, the explosive progress of promoting 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 position of promoting within the income progress of B2B corporations.
Whereas it is clearly important for entrepreneurs to maintain on prime of great adjustments of their occupation, it is equally necessary that they bear in mind what issues have not modified.
On this publish, I used excerpts from a 1972 ebook by Frederick E. Webster and Yoram Wind to make the purpose that lots of the core rules of promoting and purchaser conduct have modified little or no.
Lengthy Dwell 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 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 quite a lot of causes, and several other advertising lecturers and different pundits have provided options which might be designed to deal with 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 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 publish, 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.
Prime picture courtesy of Lando Mollari by way of Flickr (CC).
