The ‘Flippening’ Will Usher in a Golden Age of B2B Marketing

“Show me the incentive and I will show you the outcome.” So says Charlie Munger, one of the greatest investors in human history. Over the past 10 years, the rules of marketing effectiveness have become clearer and clearer, thanks to the valiant efforts of academic stalwarts like the Ehrenberg-Bass Institute and independent researchers like Les Binet and Peter Field. But the remarkable thing isn’t how much we’ve learned about marketing – it’s how few marketers are actually following the evidence.

Evidenza’s marketing playbook shows how AI and synthetic data help B2B teams learn faster, plan smarter, and ship on‑brand work at scale.

Most of the buzz around AI is about creative disruption: faster ads, automated campaigns, generative content. But for B2B marketers, the bigger opportunity and the bigger disruption isn’t creative. It’s diagnosis: understanding the customer. Market research has always been slow, expensive, and painfully limited. AI changes that. Suddenly, B2B brands can tap into the world’s largest panel - the internet itself - and get insights faster, cheaper, and at scale.