Hey welcome to this edition!
In today’s edition I’m going to share:
7 Infographics for your 2026 marketing strategy
And for paid users at the end: 7 infographics template to use now!
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1. You need a proactive marketing mindset
After 9 years as a marketer, this is the biggest misconception I’ve seen. It shows up in different forms: “We’ll start marketing when we need more revenue.” “We don’t need marketing now, we have enough leads.” “We need leads next week! Let’s start marketing!” Every time, it came from people who ignored one golden marketing rule:
Forge your brand positioning in a precise market
Then, generate opportunities step by step
Marketing compounds. The seeds you plant today determine the harvest you reap tomorrow, and if you wait until you need leads to start planting, you’re already a season late.
2. Build a marketing machine with inputs and outputs
The real work behind growth is not visible to the public. People see the leads coming in, but they don’t see the marketing machine that produces them. And that machine is 99% invisible:
Weeks spent refining positioning until it finally clicks
Months testing messages no one will ever see
Designing campaigns, funnels, and content plans
Publishing content consistently, even when results are slow
Sending DMs or emails every day without skipping
Building that machine takes a clear strategy that actually matches your market, the right tactics deployed at the right moment, and daily discipline on the boring tasks.
3. Choose your marketing priorities wisely and don’t fall in the shiny object syndrome
After helping 700+ businesses over 10 years, I can tell you the biggest mistake marketing teams are making right now: losing focus because of shiny new trends.
“We need AI workflows everywhere!” “Let’s rebuild our tool stack!” “Stop creating content, use an agent!” Some of these ideas can be useful, but most are a distraction. 2026 is shaping up to be the year of FOMO, and every hour spent chasing new tools is an hour not spent on the marketing actions that “don’t scale”:
Reinforcing your positioning with creative content
Talking with customers to update your messaging
Doing the basics over and over
4. These 5 concepts will make you a better marketer:
Identify who’s in your ICP, who’s in your target audience, and who’s out of it. This is what makes a balanced messaging strategy possible.
Accept that B2B buying cycles are complex and slow because different profiles (CFO, CEO, CMO...) are involved, and always try to understand how each of them is influenced.
Start from the ICP to define your positioning, messaging strategy, and value proposition. No marketing tactic should launch without these foundations.
Remember that ~95% of your target market is not actively buying right now. For them, create zero-click content (educational, thought leadership, personal brand) to build awareness, authority, and trust.
The other ~5% is “in buying mode” at any given time. Don’t rely only on inbound leads to catch them (you’d waste 50% of the ROI): collect intent signals and contact them directly.
5. Your strategy needs to influence your buyers’ decision process
External voices now have a growing influence on buying committees. Each member of the committee has their own source of insights: “I heard in this podcast that we should do this.” “I follow this expert, they say we should not do it.” “I participated in a webinar saying this tool is important.”
Podcasts, communities, thought leaders, online trends... and they trust those sources more than sales reps. The implication for your marketing strategy is simple: you need to become one of those external voices.
Be active in the right communities
Have 5 team members publish expert content
Host the podcast your audience listens to (or get invited on it)
Understand where your audience gets its insights from, and create content there. The goal: go from only being “the seller” to being “the voice worth following.”
6. Your marketing strategy needs a narrative
Without one, your content becomes too salesy and self-centered. I see B2B brands fall into this trap all the time: they only publish about the product, the content gets disconnected from the problem, and it reads like sales material instead of thought leadership.
A strong narrative fixes this: it connects your solution to a broader context and shows you understand the problem you’re solving, with a precise methodology to back it up. That’s when your audience starts thinking “they really understand us.”
One warning before you deploy it: keep it off your homepage, which should answer “what do we do?” as clearly as possible. Your narrative belongs:
In your content (the most important)
In your internal positioning documents
In the “about us” sections
In the intro of your sales assets
In your videos
7. Organize your strategy with demand gen and demand capture
Divide your marketing efforts into demand generation and demand capture. Most of your target audience is not ready to buy, so demand generation creates content for them across visibility, awareness, authority, and consideration.
A small segment IS ready to buy, so demand capture installs a system for inbound leads plus an outbound motion based on signals. The complex part is balancing both continuously, because when the balance breaks, one of two scenarios happens:
Heavy investment in demand generation (podcasts, socials, reports...) but a capture system full of leaks: the CRM is not segmented, the pages are not optimized, and revenue slips away
A perfect demand capture system, but not enough activities to generate demand (content, awareness ads, partnerships...)
Both scenarios are fixable with the right playbook, but I’d rather be in scenario 1. I’ve worked on over 600 marketing strategies and noticed one thing: when you figure out the demand generation part, the rest is just about focus, investment, and time.
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