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Featured masterclass

John Coe: The Godfather of B2B Marketing

In this episode of our Ask the Expert series, we sit down with John Coe, often referred to as the Godfather of B2B Marketing. John shares the fascinating story of when he first heard the term “B2B marketing” back in 1997 — long before it became the powerhouse industry it is today. With remarkable foresight, he purchased the b2bmarketing.com domain, recognizing early on just how transformative this space would become. In this conversation, John discusses: • How B2B marketing has evolved over the past three decades • What marketers misunderstood in the early days • The biggest shifts shaping B2B today • How modern marketers should be thinking about AI strategy, data, and growth Whether you’re a seasoned B2B marketing leader or just entering the industry, this episode is packed with timeless insights and practical advice from one of the field’s true pioneers #B2BMarketing #MarketingStrategy #B2BGrowth

Marketing Magic in the Age of AI