The Pulse: April 23, 2026
Geopolitical tensions escalate, driving cyber threats and influencing AI adoption strategies for B2B leaders.
What's happening in the world, how it affects your pipeline and your customers, and what to do about it before your first meeting.
89%
A significant 89% of B2B buyers now use AI in their procurement process, highlighting the need for optimized digital content and human expertise.
US criticizes China's pressure on African countries to block Taiwan president's trip
The US has voiced concerns over China's efforts to dissuade African nations from engaging with Taiwan's president. This geopolitical maneuvering can impact international trade relations and supply chain stability, especially for businesses operating in or sourcing from these regions, creating potential for new trade barriers or shifts in diplomatic alignments.
Most serious cyberattacks against the UK now from Russia, Iran and China, cyber chief says
The UK's cyber chief reports that Russia, Iran, and China are the primary sources of serious cyberattacks. This escalating threat environment means B2B companies, particularly those with UK operations or critical infrastructure links, must significantly enhance their cybersecurity defenses to protect sensitive data and operational continuity.
Iran fires on 2 ships in Strait of Hormuz after Trump extends ceasefire
Iran has reportedly fired on two ships in the Strait of Hormuz, despite a ceasefire extension, escalating tensions in a critical global shipping lane. This directly impacts energy markets and global supply chains, leading to increased shipping costs, insurance premiums, and potential delays for businesses reliant on maritime trade through the region.
Google Maps is about to get a big dose of AI
Google Maps is integrating significant AI enhancements, promising more personalized and predictive navigation and discovery. For B2B companies, this means new opportunities for location-based marketing, logistics optimization, and potentially richer data insights into customer movement patterns, influencing physical and digital presence strategies.
Google updates Workspace to make AI your new office intern
Google is significantly upgrading Workspace with AI features designed to act as an 'office intern,' automating routine tasks and enhancing productivity. This signals a broader shift towards AI-augmented workflows in B2B environments, pushing companies to adopt similar tools to maintain competitive efficiency and reduce operational overhead.
Geopolitical volatility is driving both immediate operational risks and strategic shifts in technology adoption. We're seeing businesses grapple with supply chain disruptions and escalating cyber threats while simultaneously accelerating AI integration for efficiency. This creates a dual imperative: fortify against external shocks and aggressively pursue internal optimization to stay competitive in a rapidly changing global market.
Your buyers are navigating increased geopolitical uncertainty and rapidly evolving tech stacks. Prepare to address both their immediate concerns and their long-term strategic needs.
For prospects in logistics or manufacturing, open calls by acknowledging the Strait of Hormuz incident and asking how they are mitigating potential shipping delays and cost increases. [3]
Buyers are calculating the impact of geopolitical events on their supply chains and profit margins right now.
When engaging with IT or security leaders, reference the UK cyber chief's warning about state-sponsored attacks and inquire about their current defense strategies. [2]
Security leaders are afraid of sophisticated cyber threats compromising their data and operations.
For prospects evaluating productivity tools, mention Google Workspace's new AI features and position your solution as complementary or a superior alternative for specific use cases. [5]
Buyers are looking for tools that deliver tangible productivity gains and are evaluating AI's role in their daily workflows.
Buyer decision-making is increasingly influenced by global events and AI-driven discovery. Your content needs to address both macro-level anxieties and micro-level efficiency gains.
Create targeted content (e.g., a Free Guide) on supply chain resilience and cybersecurity best practices, directly referencing the Strait of Hormuz tensions and UK cyber threats. [2,3]
Buyers are actively searching for solutions to mitigate geopolitical and cyber risks, and your content needs to appear where they are looking.
Optimize your digital presence for AI search and discovery, ensuring your solutions are visible and well-articulated for buyers using tools like Google Maps' enhanced AI. [4]
Buyers are increasingly relying on AI for initial research and vendor discovery, meaning your digital footprint must be AI-friendly.
Develop messaging that highlights how your product integrates with or enhances AI-powered platforms like Google Workspace, positioning your offering as part of an intelligent ecosystem. [5]
Buyers are seeking integrated solutions that leverage their existing AI investments, not standalone tools that create silos.
Existing customers are facing the same external pressures and internal shifts. Proactively engage to ensure their continued success and identify expansion opportunities.
For customers with global supply chains, especially those reliant on Middle Eastern shipping, proactively schedule a check-in to discuss potential impacts from the Strait of Hormuz incident and offer solutions. [3]
Customers are calculating how geopolitical events might disrupt their operations and seeking reassurance or proactive solutions from their vendors.
Conduct a security audit or offer a best practices workshop for customers in sectors identified as high-risk for state-sponsored cyberattacks, leveraging the UK cyber chief's warnings. [2]
Customers are concerned about their vulnerability to advanced cyber threats and need to ensure their systems are protected.
Identify customers who are heavy users of Google Workspace and introduce them to how your solution complements or enhances their new AI-driven workflows. [5]
Customers are looking to maximize the value of their existing tech stack and integrate new AI capabilities seamlessly.
Leaders must balance immediate risk mitigation with strategic investment in AI and GTM efficiency. This requires a clear understanding of market shifts and internal capabilities.
Review your GTM strategy for exposure to geopolitical risks, particularly regarding supply chain vulnerabilities and cybersecurity, using the GTM Healthcheck. [1,2,3]
Organisational leaders need to understand and mitigate macro-level risks that could destabilize revenue and operations.
Evaluate your current AI GTM tools and identify gaps in leveraging AI for buyer discovery and internal productivity, given Google's new AI integrations. [4,5]
GTM leaders must ensure their teams are equipped with the latest AI tools to meet evolving buyer expectations and maintain competitive efficiency.
Invest in training for your sales and marketing teams on how to articulate value in the context of increased geopolitical uncertainty and AI adoption, leveraging the Expert Directory for Sales Enablement. [1,2,3,4,5]
Your teams need to be confident and credible when discussing complex market dynamics and AI's role in solving buyer problems.
Utilize the Forecast Health Check to model the potential impact of sustained energy price volatility and supply chain disruptions on pipeline and revenue projections. [3]
GTM leaders need accurate forecasts that account for external market pressures to make informed strategic decisions.
"With the Strait of Hormuz seeing renewed tensions and the UK cyber chief highlighting state-sponsored threats, what are you seeing as the most immediate operational risks to your business, and how are you building resilience?"
Use this in your next executive-level strategic discussion or QBR with a key account.
It's a heavy week with geopolitical tensions escalating and cyber threats on the rise. These situations can create significant stress and uncertainty for our teams and our customers. Please take a moment to check in with your people. Ensure they feel supported and have the resources they need to navigate these challenging times. Empathy and clear communication are more critical than ever.
Tomorrow, keep an eye on any further developments in the Strait of Hormuz, as continued instability there will directly impact global energy prices and shipping logistics. Also, watch for reactions to Google's expanded AI in Workspace, as competitors will likely respond with their own announcements, shaping the future of enterprise productivity tools.
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