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