After working with dozens of e-commerce brands, including Amazon, I've noticed something unsettling: most businesses are pouring money into traffic while their conversion infrastructure is fundamentally broken. They're buying attention for pages that can't close.

I've worked with brands across Europe, and here's something I've learned the hard way: what works in Western Europe often fails spectacularly in Romania.

Not because Romanian consumers are fundamentally different. It’s because the relationship between PR, marketing, media, and trust operates under entirely different rules.

When revenue stalls in B2B, marketing is often the first suspect. Leads are “low quality”. Campaigns are “not converting”. Content is “not driving demand”.

It’s a familiar script. It’s also usually wrong. Because in most B2B organisations, poor sales performance is not a marketing problem. It’s a system problem. And blaming marketing is a convenient way to avoid looking at the entire machine.

Here's what I've learned after years of watching brands throw money at events: most business events are expensive theatre that generates nothing.

But when done properly? They're one of the most effective engagement models available—not because they're "nice experiences", but because they compress trust-building into hours instead of months.

There's a narrative we've been sold for the last two years: AI will supercharge employee productivity. Everyone will work harder, faster, and smarter.

CEOs are salivating. Consultants are pitching. Software vendors are cashing in.

But here's what the actual data is starting to show:

Most consumer brands believe they have PR covered. They run campaigns. They collaborate with influencers. They boost posts. They track reach, clicks, and conversions. On paper, everything looks busy and productive.

And yet, when something really matters, many discover they were never building trust – only visibility.