Marketing

Here is the part of the B2B SaaS buying journey that most marketing programs have not caught up with. Before an enterprise buyer submits an RFP, before they book a demo, before they fill out a contact form — they have already built a shortlist. That shortlist was built somewhere your tracking pixels cannot reach: in private Slack communities, in LinkedIn messages between peers, in conversations with analyst firms, and increasingly, in queries submitted to AI-powered search tools that synthesize the market for them in seconds.

Ninety percent of B2B SaaS deals go to the vendor ranked first on the buyer’s initial shortlist, according to current industry research. That means the competitive battle in most SaaS categories is not won in the demo or the proposal or the final negotiation. It is won in the invisible pre-discovery phase where buyers are figuring out who the credible options even are. And most SaaS marketing programs are built entirely around the phase that comes after.

The U.S. legal cannabis market generated $38.5 billion in revenue in 2024. It is the fastest-growing regulated consumer category in American business history. Cannabis brands cannot advertise on Google, Facebook, Instagram, TikTok, YouTube, national television, or national radio.

The response to that advertising blackout, by any measurable standard, has been inadequate. Cannabis brands spend 80% less on marketing as a percentage of revenue than CPG competitors. The Revenue-to-ad-spend gap is widening, not closing, according to the Cannabis Media Council. And the specific channels where cannabis has no restrictions — earned media, SEO, owned content, and influencer strategy with proper compliance — are the ones most consistently underfunded.

The SaaS content marketing numbers do not add up. They have not added up for a while, and the industry has largely looked away. We decided to look directly at them instead.

The result is The SaaS Content Paradox 2026 — our new research report examining why B2B software companies are spending more on content marketing than at any point in the industry’s history while generating results that most marketing leaders privately acknowledge are well below the channel’s potential. Download the full report: 5wpr.com/saas-content-paradox

Hotels face a uniquely difficult digital marketing challenge: they compete against their own distribution partners for every booking. This comprehensive guide covers every channel, every tactic, and the strategic framework that turns digital marketing spend into direct revenue.

Hotel digital marketing has never been more complex — or more consequential. The same OTAs that distribute your inventory are also your most aggressive competitors for search traffic. Google has become both a discovery engine and a direct booking competitor with Google Hotel Ads. Social media has become a primary inspiration source. And now, AI systems are increasingly the first stop for travelers planning trips, rewriting how properties need to think about discovery entirely.

AI-powered search is reshaping travel discovery faster than most hotel marketers realize. Here’s what’s changing, what it means for your visibility, and the specific actions travel brands need to take now to appear in AI-generated travel recommendations.

Travelers have always asked people they trust for recommendations. For decades, the internet democratized that process — TripAdvisor, travel blogs, and search engines became the dominant discovery mechanisms. Now another shift is underway: increasingly, travelers are asking AI systems directly. “What are the best boutique hotels in Kyoto?” “Plan me a 10-day trip to Portugal.” “What’s the best time to visit Patagonia and who runs the best trips there?”

5WPR Research Division  |  April 15, 2026

The U.S. sports betting and online gaming industries collectively spent $3.9 billion on advertising and marketing in 2025, making gambling one of the top five advertising categories on American television for the third consecutive year.

The travel marketing agency landscape is crowded with generalists claiming travel expertise. Here’s a practical framework for identifying which agency will actually move the needle for your specific travel business — and the questions to ask before you sign anything.

Choosing a digital marketing agency for your travel business is a high-stakes decision. The wrong choice doesn’t just waste budget — it costs you the booking momentum, media relationships, and market positioning you needed during the time you were paying for inadequate work. And in travel, where seasonality means a bad quarter can’t easily be recovered, getting this choice right the first time matters.

Hotel digital marketing is the set of online strategies and tactics hotels use to attract guests, drive direct bookings, and build long-term brand loyalty. Here’s what it encompasses, how it differs from traditional hotel marketing, and why it matters more than ever.

Hotel digital marketing is the practice of using digital channels — search engines, social media platforms, email, paid advertising, and the hotel’s own website — to attract potential guests, convert them into bookings, and retain them as repeat visitors. It encompasses everything from the paid search campaign that appears when a traveler searches for hotels in your city to the post-stay email that invites a guest to return.