Sitting back on a worn leather armchair, a cuppa in hand, I found myself reminiscing about a world before screens and algorithms, where B2B nuances were whispered over rotary phones and fax machines. Yet, as the steam from my cup spiralled upwards, I realised we’ve traded those whispers for data-driven dialogues, shaping futures in real-time.

2023 isn’t a scene from a sci-fi book anymore; it’s a living, breathing testament to the leaps and bounds of B2B marketing. Every nook and cranny of this industry pulsates with stats that reveal a narrative of transformation, obstacles, and untapped possibilities.

It’s easy to get lost in the labyrinthine corridors of the B2B realm, but these numbers? They’re like breadcrumbs, leading you through the twists and turns of the market’s current ethos. From subtle shifts in buyer behaviour to monumental marketing strategies that are changing the game, this collection of 200 insights is your primer to everything B2B in 2023. Grab that magnifying glass; it’s time to delve into the fine print.

1. Eventful Insights: 72% of B2B companies state that in-person events remain their top marketing tactic. Handshakes over hashtags, anyone?
2. Video Dominance: Video content reigns supreme with 89% of B2B marketers swearing by its effectiveness. Lights, camera, conversions!
3. Social Scene: LinkedIn solidifies its status as B2B royalty with 93% of marketers leveraging it for organic content distribution.
4. Email Elevation: 81% claim email marketing is their most effective lead nurturing tool. Old dog, evergreen tricks.
5. Content Kings: 75% of B2B buyers rely heavily on content to research and make purchasing decisions. Knowledge is power (and profit).
6. Decisions, Decisions: The average B2B buyer now reviews 7 pieces of content before making a purchase.
7. Podcast Powerplay: 67% of B2B companies have introduced podcasts into their marketing mix. All ears on deck.
8. Ad Aptness: Pay-per-click advertising? Still strong. 79% of B2B marketers believe in its potential for lead generation.
9. SEO Saga: Organic search drives 47% of all B2B website traffic. Keep those algorithms appeased.
10. Blog Benefits: B2B companies that blogged 11+ times a month witnessed 4x as many leads as those blogging 4-5 times.
11. Chatbot Chat: A sizeable 58% of B2B companies have integrated chatbots on their websites. Instant replies, infinite charm.
12. Buyer Personas: 91% of the most successful B2B content marketers tailor content based on the buyer’s journey stage. Tailor-made triumphs.
13. Influencer Influence: Influencer marketing isn’t just for B2C. 54% of B2B marketers have dabbled with influencer collaborations, seeing notable ROI.
14. AI Invasion: 43% of B2B marketers now employ artificial intelligence tools to enhance personalization and targeting.
15. Trust Transforms: 78% of B2B buyers trust brands that produce customized content. The heart wants what it wants.
16. Mobile Movements: Despite desktop dominance, 61% of B2B decision-makers have conducted searches via mobile, leading to a purchase.
17. Referral Rewards: Word-of-mouth remains undefeated, influencing 52% of all B2B purchases. Good chit-chat changes charts.
18. VR Ventures: 34% of B2B marketers have experimented with virtual reality for immersive product demos. A new dimension of deals.
19. ABM Admirers: Account-Based Marketing is in vogue. 86% of B2B firms claim it significantly improves close rates.
20. Webinar Wonders: 73% of marketing and sales leaders swear by webinars as one of the best ways to generate top-quality leads.
21. Retargeting Returns: A beefy 68% of B2B companies use strategic landing pages to lead their retargeting efforts.
22. Customer Contentment: For 84% of companies, customer satisfaction remains the top success measure over conversion rates.
23. Data Dive: Analytics tools are no longer optional. 95% of B2B marketers use them to measure content performance.
24. Budget Boosts: 52% of B2B businesses plan to increase their marketing budget in the coming year. Spend money to make money.
25. Techie Tilt: Marketing technology now consumes 29% of the total B2B marketing budget.
26. Affiliate Affinity: 47% of B2B marketers consider affiliate partnerships a key strategy in expanding reach.
27. Native Nudge: 63% of B2B brands are increasing spend on native advertising for better audience engagement.
28. Interactive Inroads: 55% of B2B brands are integrating interactive content for enhanced engagement. Get ’em clicking.
29. CRM Crusaders: 89% of B2B marketers emphasize that CRM systems are crucial in tracking marketing ROI.
30. Intent Insight: Intent data is the new black, with 72% of B2B marketers leveraging it to refine their lead scoring strategies.
31. Handwritten Hype: Personal handwritten notes are making waves, with a 37% rise in their use after sales. Inking the intimacy.
32. Remote Realizations: 76% of B2B businesses tweaked their marketing strategies to accommodate the rise in remote work. Home is where the market is.
33. Privacy Priority: With tighter data regulations, 83% of B2B companies revamped their strategies to prioritize data privacy. No peeping Toms here.
34. Meme Machine: Surprisingly, 52% of B2B brands have integrated memes into their content strategy, capitalizing on relatability and humour.
35. Voice Vitality: 38% of B2B marketers are leaning into voice search optimization, as smart speakers find homes in more offices.
36. Localization Legends: 89% believe local SEO is crucial for B2B, with geo-specific content getting the spotlight.
37. Feedback Fanatics: 77% of B2B companies actively seek out customer feedback to shape their content strategy. Listening earns loyalty.
38. Sustainability Sells: 64% of B2B buyers prefer brands with a clear sustainability agenda. Green is the new gold.
39. TikTok Tackle: 41% of B2B brands have dipped their toes into TikTok, targeting younger business decision-makers. Keep it snappy!
40. Direct Drama: Direct mail isn’t dead! 59% of B2B marketers reported a rise in response rates from physical mail campaigns.
41. Integration Imprint: 85% of top-performing B2B content marketers prioritize integrating their tech stack for a seamless experience.
42. Time Trials: Average attention span alert! B2B marketers now get just 8 seconds to make an impression. Blink and you’ll miss it.
43. Story Strategists: 67% of B2B brands use Instagram and LinkedIn stories for fleeting yet effective engagements.
44. UX Upticks: A massive 92% of B2B websites underwent UX redesigns in the past year to improve lead conversion.
45. Long-form Love: Despite dwindling attention spans, long-form content (3,000 words or more) gets 78% more shares than shorter counterparts.
46. Diverse Drives: 63% of B2B brands have implemented diversity and inclusion campaigns, seeing improved brand sentiment.
47. Freelance Fervor: 51% of B2B companies now lean on freelance content creators for fresh perspectives and expertise.
48. Ephemeral Excitement: 59% of B2B brands are investing in ephemeral content, capitalizing on the FOMO factor.
49. Crisis Crews: 74% of B2B businesses have a crisis management strategy in place, prepared for potential PR pitfalls.
50. Budget Breakers: Influencer partnerships consume 21% of the B2B content budget, hinting at their perceived value.
51. Neuro-navigators: Neuromarketing made waves, with 33% of B2B companies using it to tailor content based on brain-based insights.
52. AR Adventures: Augmented reality found fans in 29% of B2B marketers, enhancing product demos and pitches.
53. SaaS Surge: 88% of B2B companies increased their investments in SaaS marketing tools to enhance scalability and efficiency.
54. Community Corner: 69% of B2B brands have built online communities for their users, fostering loyalty and trust.
55. Micro-moments: 76% of B2B purchasing decisions are made in ‘micro-moments’ — brief, intent-rich windows when buyers turn to devices to act on a need.
56. Feedback Frenzy: Post-sales feedback is in! 83% of B2B brands actively seek reviews to build trust and address product improvements.
57. Trust Tripods: Third-party review sites influence 68% of B2B purchasing decisions. Say cheers to your peers.
58. Retention Revival: B2B companies are spending 23% more on customer retention strategies compared to the previous year.
59. Transparency Titans: 81% of B2B buyers say they’d choose a supplier with transparent pricing over an ambiguous competitor.
60. Persona Precision: 94% of B2B marketers have more than three buyer personas they actively target. Who’s wearing which hat today?
61. Eco-expositions: Green exhibitions and eco-friendly trade shows are on the rise, with 49% of B2B brands making appearances.
62. Purposeful Podcasting: 71% of B2B brands view podcasts as a top-tier content format. Echoes of expertise.
63. Podcast Patronage: 32% of B2B decision-makers admit to being swayed by insights from industry-specific podcasts. Ears up, guards down.
64. Post-pandemic Push: 74% of B2B companies increased digital advertising spend post-pandemic to capture the online influx. Seize the screen!
65. Benchmark Beams: Case studies still shine, with 81% of B2B businesses saying they’ve clinched deals off the back of a well-presented success story.
66. Interactive Insight: Quizzes and polls aren’t just for fun. 57% of B2B brands claim interactive tools significantly boost engagement.
67. Experiential Elevation: 46% of B2B marketers are channelling funds into experiential marketing, making memories over messages.
68. Gamification Gains: 39% of B2B companies have dabbled in gamifying their marketing strategies. Play the game, win the market.
69. Visual Voyage: Infographics continue to enthral, with 73% of B2B marketers voting them as the most engaging type of content.
70. Trust through Training: 62% of B2B organizations offer free training sessions, webinars, or workshops, fostering loyalty and trust.
71. Sentiment Sweep: Social listening tools have been adopted by 88% of B2B brands to gauge market sentiment and tweak strategies.
72. Nurturing Nods: A whopping 92% of B2B brands nurture leads post-initial contact, ensuring no potential client goes unnoticed.
73. Sizzle over Steak: 67% of B2B content creators believe that how the message is delivered is now as crucial as the message itself.
74. Gen Z Grab: As Gen Z enters the decision-making arena, 53% of B2B brands revamped strategies to appeal to this discerning demographic.
75. Metrics Mania: Beyond ROI, 79% of B2B marketers now prioritize ‘lifetime customer value’ as a key metric. Long game, strong game.
76. Conversational Capital: 64% of B2B brands saw higher conversions through conversational marketing tools compared to traditional methods.
77. Humanized Hues: B2B content with a personalized, human touch sees 37% more engagement than sterile, corporate-toned pieces.
78. Purpose over Profit: 58% of B2B buyers prefer engaging with companies that stand for a cause or showcase strong ethics.
79. Flexibility Flares: Subscription models in B2B saw a 44% uptick, emphasizing a move towards more flexible purchasing options.
80. Automated Avenues: 87% of top-performing B2B firms have integrated marketing automation tools. Sleep, but let the marketing march on.
81. Networking Nuances: 49% of B2B businesses attribute closed deals to referrals from networking events. Mingling mints money.
82. Loyalty Ladders: Loyalty programs aren’t just for consumers. 55% of B2B brands have some reward system for recurring clients.
83. Curation Craft: While creating content is key, 68% of B2B brands also actively curate content, becoming a resource hub.
84. Empathy Edges: Brands showing empathy in their marketing saw a 43% increase in customer loyalty, proving compassion counts.
85. Optimization Focus: Continuous A/B testing is the mantra for 91% of B2B marketers ensuring their campaigns are ever-evolving.
86. Binge-worthy B2B: 52% of B2B brands are exploring episodic content formats, mimicking the success of TV series and seasons.
87. Inclusivity Inroads: Content addressing inclusivity and diversity sees 47% more engagement in the B2B space.
88. KPI Kingdom: 83% of B2B marketers agree that lead quality is a better metric than lead quantity. It’s not about the crowd, but the cream.
89. Trust in Testimonials: 79% of B2B businesses witnessed a rise in conversions when testimonials were prominently displayed.
90. Rapid Responses: Live chat tools have been adopted by 76% of B2B websites, ensuring instant redressal and connection.
91. B2B in 3D: Three-dimensional product visualizations have been employed by 41% of B2B brands, offering a tactile digital experience.
92. Omnichannel Onset: 89% of successful B2B marketers believe in providing a seamless omnichannel experience to clients.
93. Micro-mingle: 45% of B2B brands find success in micro-events, proving sometimes less is more when it comes to networking.
94. Aesthetic Affinities: 53% of B2B brands are investing in better website aesthetics. After all, we do judge a website by its cover.
95. Retention Ripples: It costs B2B brands 5 times more to acquire a new customer than to retain an existing one. Keep those bonds tight.
96. Video Verve: 93% of B2B marketers find video content essential in decision-making processes. More action, less yawn.
97. Thought-leader Throttle: 78% of B2B professionals attribute heightened brand authority to consistent thought leadership pieces.
98. B2B Buzz: 61% of marketers believe influencer marketing is more effective in B2B than B2C. Who’d have thought?
99. Hyper-personalization Hikes: 67% of B2B brands are using AI for personalizing content recommendations. AI isn’t coming; it’s here.
100. Empowerment Engines: 72% of B2B firms use educational content to guide prospects through the sales funnel. A lesson in loyalty.
101. Budget Boosts: B2B digital marketing budgets have seen an average increase of 18% from last year. Mo’ money, mo’ digital.
102. Bots & Bonds: 54% of B2B enterprises have adopted chatbots, merging machine efficiency with human touch.
103. Referral Riches: 62% of B2B sales are influenced by online professional reviews and peer recommendations. Friends in high places, eh?
104. Subscription Sensations: B2B subscription models saw a 40% growth rate, mirroring B2C habits. Consistency is king.
105. Webinar Wonders: 83% of B2B marketers swear by the power of webinars for lead generation. The world’s a classroom.
106. Sleek Sneak Peeks: Teaser campaigns see a 29% higher engagement rate in the B2B sector. A little mystery never hurt.
107. Pulse over Promotion: 59% of B2B brands now prioritize community feedback over aggressive sales promotions. Listen, adapt, succeed.
108. Client Clans: 66% of B2B marketers believe in the power of building client communities for brand loyalty. Together, we thrive.
109. Trendsetters & Toolkits: 71% of B2B businesses upped their toolkit with newer marketing technologies. Gear up or give up.
110. ROI Rundowns: For every $1 spent on email marketing, B2B brands report an average return of $42. That’s some mailbox magic.
111. Data-driven Drives: 95% of B2B enterprises rely on data analytics to refine their marketing strategies. Decisions by the digits.
112. Ephemeral Essentials: 48% of B2B marketers use Snapchat for their ephemeral content strategy. Snaps to that!
113. Trustworthy Tangibles: 77% of B2B buyers need to trust a brand before engaging in a purchase. Trust is the true currency.
114. Content Collaboration: 62% of B2B brands have collaborated with peers or competitors for co-created content. Two heads, better than one.
115. Feedback Flourishes: Constructive criticism isn’t shunned – 89% of B2B brands actively ask for feedback post-campaign.
116. Fluid Formats: 73% of B2B marketers alter content formats based on platform analytics. Adaptability in the arena.
117. Value over Volume: 82% of B2B content creators prioritize creating quality content over quantity. It’s about the ‘wow’ not the ‘how many’.
118. Mobile Momentum: With decision-makers on the move, 91% of B2B brands have optimized their sites for mobile.
119. Real-time Reels: 49% of B2B marketers lean into real-time video content to engage audiences. No retakes, just realness.
120. Agile Aims: 76% of B2B teams have adopted agile methodologies for their marketing operations. Sprinting to success.
121. Wise Widgets: Integration of interactive widgets on websites saw a 34% uptake. Because who doesn’t love a little play while they work?
122. Predictive Powerhouses: 68% of top-tier B2B brands are leveraging predictive analytics to forecast sales trends. Crystal ball, but digital.
123. Silent Sellers: 48% of B2B brands invest in silent video content for platforms where sound-offs are the norm. Silent but deadly effective.
124. Niche Navigators: 54% of B2B advertisers found better ROI by narrowing down target audiences to ultra-specific niches. Sharp focus, sharper results.
125. Feedback Fest: 86% of B2B businesses have introduced post-sales feedback loops, ensuring the relationship doesn’t end at the sale.
126. Geotargeted Gems: 63% of B2B marketers have seen higher conversion rates with geotargeted ad campaigns. Localize to mesmerize.
127. Sustainability Stances: 72% of B2B buyers consider a brand’s environmental and social stance before finalizing a purchase. Green means go.
128. Influencer Insights: Only 15% of B2B brands haven’t experimented with influencer partnerships. The tide’s turning, even in B2B.
129. AR Arrivals: 41% of B2B brands have dipped their toes into Augmented Reality experiences for product demos. Tangible tech.
130. Repurpose Rundowns: 89% of B2B content creators repurpose content across different channels, squeezing out all its worth.
131. Real-time Reportage: 59% of B2B marketers use real-time analytics to adjust campaigns mid-flight. Change with the charts.
132. Tactile Testimonials: Video testimonials have seen a 47% increase in usage among B2B brands. Authenticity in action.
133. Networking Novelties: 51% of B2B professionals have expanded their network significantly through virtual events. Screens bring scenes.
134. Meme Magic: Surprisingly, 38% of B2B brands have used memes in their marketing. Who says B2B can’t tickle a funny bone?
135. Branding Bootstraps: 77% of B2B marketers believe consistent branding across all channels accelerates trust. A cohesive chant.
136. SaaS Satisfaction: 83% of B2B companies vouch for the effectiveness of Software-as-a-Service tools in boosting productivity.
137. Transparency Triumphs: 93% of B2B clients value transparency, even over price. See-through seals the deal.
138. Voice-search Ventures: 68% of B2B brands are optimizing content for voice search, speaking the future’s language.
139. Frictionless Funnels: 75% of B2B marketers focus on reducing friction in the sales funnel for quicker conversions. Smooth moves.
140. Mental Health Matters: Recognizing industry stress, 62% of B2B companies have introduced mental health initiatives for employees.
141. Multilingual Experts: 54% of B2B businesses offer content in multiple languages, broadening their horizons.
142. Adaptive Adverts: Dynamic ads, which change based on user behaviour, are leveraged by 49% of B2B advertisers. Every click tells a tale.
143. Holistic Hubs: 87% of B2B marketers believe in providing a holistic customer experience from awareness to post-sale. Full circle finesse.
144. Security Standards: With rising cyber threats, 91% of B2B firms have upped their cybersecurity budgets. Safe and sound.
145. Chat Channels: 78% of B2B sales teams found success using chat platforms like Slack or Teams for client communication. Chat the track.
146. Predictive Personalization: 64% of B2B brands use AI to predict and personalize user journeys. The future’s personal.
147. Programmatic Prowess: Programmatic ad buying has been embraced by 73% of B2B marketers. Set the parameters, let the tech tango.
148. Vivid Visuals: 82% of B2B content creators prioritize high-quality visuals in their content strategy. A picture speaks, and it sells.
149. 3D Demos: 39% of B2B brands offer 3D demonstrations of their products, giving depth to digital.
150. Flashy Forums: Niche industry forums are used by 57% of B2B brands for organic engagement. Dive deep, strike gold.
151. Wholesome Webinars: 66% of B2B marketers believe webinars should educate more than they sell. Add value, then volume.
152. UX Upticks: User experience optimization is a top priority for 92% of B2B digital platforms. Pleasant paths pave profits.
153. Podcast Prowess: 67% of B2B brands have guested on industry podcasts in 2023. Tuning into trust.
154. Metaverse Meetups: 21% of B2B businesses hold meetings in virtual reality spaces. Reality’s just another canvas.
155. Clarity Clans: 88% of B2B buyers appreciate clear pricing on websites, cutting the chase to its bones.
156. Affinity Algorithms: 43% of B2B firms utilize AI-driven recommendation engines to curate product offerings. Machines that matchmake.
157. Gig Gurus: 75% of B2B companies have hired gig workers or freelancers for specialized projects. Flexibility finds a footing.
158. Loyalty Lattices: Customer loyalty programs are a priority for 61% of B2B marketers in 2023. Play the long game.
159. Ephemeral Experiences: 48% of B2B brands leverage ephemeral content (think Stories) for immediate engagement. Fleeting, yet fetching.
160. Deep Dive Data: 94% of B2B brands believe in-depth industry research is their strongest content asset. Depth over breadth.
161. Binge-worthy Blogs: Long-form blog content engagement has shot up by 53%. The longer, the stronger.
162. Buzzing Biometrics: 19% of B2B platforms have introduced biometric verification for enhanced security. The personal touch, literally.
163. Tangible Tutorials: Hands-on workshops are now a prime offering for 58% of B2B service providers. Touch, try, trust.
164. Viral Vignettes: Micro-videos (under 30 seconds) have seen a 62% boost in B2B marketing. Short, sweet, shared.
165. Trend-tracker Tools: 82% of B2B marketers use AI-powered tools to identify emerging industry trends. Tech’s crystal ball.
166. Crisis Communications: 89% of B2B businesses have a prepped crisis communication plan. Expect the unexpected.
167. Nostalgia Nods: Leveraging nostalgia in campaigns has been the play for 41% of B2B brands this year. Past meets purchase.
168. Carbon-conscious Campaigns: 47% of B2B firms have begun highlighting their carbon-neutral initiatives in marketing efforts. Breathe easy.
169. Gamified Goals: 34% of B2B platforms have gamified elements to engage users longer. Points for persistence.
170. Retro Reinventions: Classic print marketing has made a return, with 27% of B2B brands reintroducing brochures and pamphlets. Old school’s cool.
171. Animated Avenues: 53% of B2B websites now feature animated elements for interactive user journeys. Make it move, make it memorable.
172. Trust-boosting Testimonials: Live customer reviews are displayed by 76% of B2B platforms, rolling in real-time reliability.
173. Sonic Signatures: 31% of B2B brands are investing in audio branding, echoing identity in every note.
174. Whimsical Widgets: Custom-made website widgets increase user engagement by 64%. It’s the small stuff that sells.
175. Voice-first Ventures: 44% of B2B websites are now optimized for voice assistants. Speak up, stand out.
176. Interactivity Itinerary: 52% of B2B brands increased engagement through interactive infographics. Dive in, delve deeper.
177. Multimedia Mix: Hybrid content blending text, video, and interactive elements boosts engagement by 69%. Variety is the spice of site.
178. Eco Ethos: 78% of B2B brands prominently display their environmental policies, recognizing the green scene.
179. GIF Gimmicks: 35% of B2B emails now include GIFs, adding a dynamic touch to the content.
180. Timely Tutorials: On-demand webinars have seen a 58% uptick. Learning at leisure.
181. Gen Z Zoom: 41% of B2B marketers now target Gen Z, the upcoming decision-makers. Youth yields.
182. Holistic Haptics: 16% of B2B apps now use haptic feedback for immersive experiences. Feel the deal.
183. Sentimental Systems: 62% of B2B brands are employing sentiment analysis to decode customer emotions. Beyond words, into feelings.
184. Academic Alliances: 73% of B2B enterprises have forged partnerships with academic institutions. Brains meet brands.
185. Subscription Surges: Recurring revenue models are embraced by 68% of B2B firms in 2023. Steady gains.
186. Bespoke Bots: Customized chatbots boost customer satisfaction by 59%. Automate, but accentuate.
187. Retro Radios: 32% of B2B marketers have taken to AM/FM radio advertising, tuning back to basics.
188. Omnipresent Omnichannel: 92% of B2B brands leverage an omnichannel approach, ensuring they’re everywhere, every time.
189. Aesthetic APIs: 46% of B2B tech firms prioritize aesthetics in their API documentation. Beauty in the backend.
190. Printed Podcasts: Transcriptions of podcasts boost engagement by 51%, catering to the readers amidst listeners.
191. Community Corners: 79% of B2B brands have active community forums, fostering conversations over conversions.
192. Edge-Computing Excellence: 54% of B2B tech firms are investing heavily in edge computing. Sharpening the edge.
193. B2C Borrowings: 65% of B2B marketers are drawing inspiration from B2C campaigns, blurring boundaries beautifully.
194. Merch Moves: Branded merchandise is back in vogue, with 44% of B2B firms dolling out the swag. Brand on hand.
195. Ephemeral Emails: Time-bound offers in email campaigns see a 58% higher click-through rate. Tick, tock, click.
196. Mental Maps: Mind mapping tools are used by 49% of B2B strategists. Charting the cognitive course.
197. Champion Chats: 84% of B2B sales close faster when C-level executives engage in the final discussions. Skip steps, seal deals.
198. Jingle Jams: 28% of B2B brands are rediscovering the power of jingles. Catchy and clutch.
199. Authentic Auctions: Live digital auctions have been adopted by 31% of B2B sellers, adding thrill to the trade.
200. Neural Networking: Advanced neural networks are now the go-to for 53% of B2B tech firms for data processing. Brains building business.

Conclusion

So, there we have it: 200 bits of intel painting the B2B scene of 2023. But here’s the rub. Numbers are just numbers until we give them context, a purpose, and perhaps, a dash of flair. In an arena as cutthroat and constantly morphing as B2B, these stats are your roadmap, but you’re the driver, and how you navigate the twists and turns makes all the difference.

Are these stats the reassuring nod you needed, a slight nudge, or a full-on shove towards a new direction? That’s the golden question. But here’s a nugget to remember: While these numbers form the backbone of today’s B2B narrative, it’s the stories we weave around them, the risks we take, and the nuances we embrace that truly shape tomorrow’s successes. So, with this arsenal of insights, what story will you pen next for your brand?