Category: B2B
Crossing the threshold

By Pablo Colomban

Who do you trust? That’s a simple question, but the answer is as complicated as humans are. People have varying degrees of innate trust based on complex sociological factors. There are “low trust barrier” people who will forge relationships quickly and see the world from a “people are good and trustworthy until they prove you […]

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The award celebrations continue!

By Pablo Colomban

At this year’s B2B Marketing Elevation Awards, 90octane and partner Forcepoint brought home a silver distinction in the “Lead Generation/Nurture” category for our Clarity campaign.

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Why ‘Trust’ is the most important (and least defined) concept in B2B Technology

By Pablo Colomban

Tech may still be top of the heap, but it’s falling. And the heap is on fire. The reality is, trust in all sectors declined this year, and the tech sector declined the most.

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When Did Creative Become Content?

By Pablo Colomban

An article was published in January and it’s been living in our heads rent-free ever since. Other agencies have discussed it—and a video was even made about it—but none of that has stopped that headline from just sitting there, staring us in the face. “Majority of B2B advertising is ‘ineffective’” Ineffective? The bulk of the […]

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