"In The Future of B2B Marketing, Luan Wise delivers a much-needed, grounded perspective on the intersection of digital innovation and marketing strategy. Rather than getting lost in the AI hype, the book brilliantly demonstrates how artificial intelligence can be harnessed as a catalyst to unlock smarter decision-making and develop deeper customer insights. By providing a framework built on strong fundamentals and supportive technology, this is an essential read for anyone looking to navigate industry complexity and build a future-ready business. " --Marcello Trovati, Professor of Digital Transformation, University of Lancashire "Every B2B marketer is wondering how to separate the genuine opportunity in AI from the cacophony of noise. Rather than chasing tools that will be obsolete by Christmas, this book grounds AI in the things that have always mattered in our profession, the fundamentals; deep buyer understanding, sales alignment, and disciplined decision-making. The future-readiness framework alone makes this essential reading for practitioners. Realistic, evidence-led, and refreshingly free of hype, Luan''s view on ''The Future of B2B Marketing'' is one I recommend we all consider." --Rich Fitzmaurice, Editor-in-Chief, B2B Marketing United, and experienced professional services CMO "Luan Wise does something rare - she connects rigorous marketing theory to the realities of modern practice, making this equally valuable in the classroom and the boardroom.

An essential read for any marketing student stepping into a profession being reshaped by AI. It builds the critical thinking and strategic foundations that no algorithm can replace. Highly recommended." --Dr Jackie Harris, Senior Marketing Lecturer, University of South Wales "What makes this book stand out is how grounded it is. Luan never sacrifices substance for hype, even at a time when AI feels both urgent and overwhelming. She builds a compelling case for why strong marketing fundamentals remain the foundation of everything, while giving you the clarity and confidence to embrace new tools on your own terms. A book you''ll come back to again and again." --Amy Woods, Founder & CEO, Content 10x "Luan Wise gets it.

Trust isn''t a soft metric or a nice-to-have in B2B marketing - it''s the whole game. The Future of B2B Marketing makes a compelling, research-backed case for something I''ve cared about for years: that human voices, whether that''s influencers, employees, or community members, are the most powerful growth channel available to B2B brands right now. If you work in B2B marketing and you''re not already thinking seriously about how trust and influence shape buying decisions long before a prospect enters your funnel, this book is essential reading." --Andy Lambert, founder and social media entrepreneur "If I was entering B2B marketing now, this book is where I''d begin. It''s not just an overview of where AI fits; it''s a state-of-the-nation, showing where B2B is now, and where it''s going next. Our sector has a lot of magical thinking around AI, and I''m relieved that Luan has worked hard to avoid it here. This book is full of practical, sensible, and realistic advice." --David McGuire, B2B copywriting trainer, advisor and coach, Windhover B2B "B2B marketing can sometimes be seen as the poor cousin to B2C marketing.

Yet, it''s different, complex and as fascinating to work on in its own right. Luan shows how B2B marketers can elevate themselves from people who deliver marketing materials to people who are at the heart of driving business performance. She brings to life the 95:5 mindset of clients in the B2B space; she also shows how top B2B marketers are embracing AI, using real-time data to predict the trends that will matter, and the messages and mediums that will and won''t work. Importantly, Luan provides the tools and advice needed for B2B marketers to be a sought-after business partner at the top table. She helps readers focus beyond B2B marketing onto the commercial outcomes that really matter, and how to talk about them in a way that will engage senior leaders and peers. It is a must read for anyone in B2B marketing." --Ruth Saunders, Marketing, Brand and Strategy Consultant & author of Marketing in the Boardroom.