Insights —

Vision, clarity and connection.

AI didn’t create your slop problem. It just made it obvious. So let AI help fix it.

Fragmented AI efforts create blind spots and increase risk.

Trust requires compliance. Compliance requires planning.

How to get to market fast with a strategic and impactful “beacon” initiative.

The most effective enterprise AI strategies aren’t chasing the biggest models – they’re built around smaller, well-instructed systems (small language models or SLMs) that amplify what your business already does best.

Moving from test-and-learns to meaningful results.

How LLMs can help build new revenue streams.

AI can keep your digital transformation on track – integrating silos and connecting disciplines.

Driverless taxis were on the roads—and uncertainty was in the air.

If AI is creating your content, who’s looking out for your brand?

Content atomization shouldn’t be an afterthought. Make it part of your strategic content planning.

Customers want it and the technology exists. So why aren’t more B2B marketers delivering personalized messages and content?

Agility, modularity and scalability are strategic imperatives when it comes to marketing technology and digital engagement practices.

ABX combines rich account intelligence, compelling narratives and authentic emotion.

B2B CMOs wear many hats. Here's how to pick the right ones.

A CMO’s blueprint for achievable – and repeatable – transformation.

Are there too many content cooks in your digital kitchen? 

How to drive better outcomes for customers – and deliver more value to your business.

AI will inevitably be a significant part of the CMO’s job. So, CMOs need to participate — not just read about it — to remain competitive.

(And why everyone in your marketing organization needs to know the answer.)

Where generative AI is good - and not so good - for creative concepting.

It makes choices and tells a story – and inspires.

Industry leaders can serve as B2B influencers, generating referrals for you simply by being a user of your product. Is your company maximizing its P2P potential?

Best practices for improving the reader experience of long-form content.

The more ambitious a project, the greater the risk that misalignment among stakeholders will derail the effort, especially among large, complex organizations. The VShift solution? Stakeholder advisory groups.

What are the top trends go-to-market leaders should keep their eye on in 2024? CEO Al Collins shares VShift's top takeaways and recommended approach.

B2B organizations are prone to undervalue marketing—leading to misalignment and missed opportunities.

A successful beacon project can light the way for a more extensive effort.

Moving to composable technology doesn’t mean pulling the plug on legacy platforms.

What if your branded AI chatbot turns out to have a mind of its own?

Successful digital initiatives require continual collaboration between UX designers and front-end developers.

To thrive in transformational times, organizations must ramp up their market resilience and marketing focus.

Now is the time for businesses to streamline and focus – while also investing in people, processes and technology.

Misalignment stifles innovation, adds time and cost and creates needless hurdles for businesses and customers. Here’s how to fix it.

Is your business ready to benefit from a decoupled, composable architecture?

Checking in on the state of decoupled technology.

Infrastructure investment, technology advances and the pandemic are transforming expectations for digital health.

Organizations are scaling operations and unlocking value – while shrinking timelines and costs. See how.

The what, when, why and how of a brand refresh.

The massive corporate response to Russia’s invasion shows what ESG can be.

Enterprise-scale businesses need a fast, reliable way to roll out critical digital initiatives. Get up to speed on modern web technologies and the proven modular approach.

Account-based marketing bolsters client relationships and drives ROI – and comes with a unique set of challenges.

Satisfying users and staying ahead of competitors requires a product-driven mindset – especially in digital.

Marketing must be prepared to respond to customer disruptions – and to overcome hurdles on the way to achieving that capability.

For a business to be resilient, marketing needs autonomy over systems of customer engagement.

To make your business more resilient, have your marketing organization prepare for disruptions to your customers.

Bouncing back from a disruption – with customers intact – is more than just an IT responsibility.

The state of the art in WCAG conformance: a discussion

The extended disruption presents an opportunity for a digital self-diagnostic – and a catalyst for the next phase of strategic digital transformation.

With a decoupled, component-based web architecture, your front end and your back end avoid unnecessary entanglements.

Taking the right approach, appropriately setting expectations and defining success metrics greatly increase your chances of a win.

If you want your design overhaul to succeed, be inclusive, methodology-driven, prescriptive—and open-minded.

Ten hard-earned lessons learned from deploying across continents and culture