Knowledge Hub
Evidence-based thinking for strategic marketers
IN BRIEF
Retargeting shows ads to people who have already visited the website or engaged with the company's content. Retargeting is a mid-journey tactic rather than a channel: an audience of alread
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IN BRIEF
Paid social is the main demand creation channel in B2B. Professional social networks can put an ad in front of a chosen job role, at a chosen seniority, at companies of a chosen size and i
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IN BRIEF
Paid search is the purest demand capture channel in B2B. Paid search reaches a buyer at the moment the buyer types a problem, a category or a company name into a search box. Buyers who hav
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IN BRIEF
Paid media in B2B does two separate jobs. Demand capture converts the small share of buyers who are already looking. Demand creation builds familiarity with the far larger share who are not
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Last verified 16 August 2026
Most of what marketers have been told they must now do under the EU AI Act is not their obligation. Telling people they are talking to a bot, and putting machine-readable
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Marketing attribution's central limitation is this: it observes sequence, not cause. An attribution model records that a touchpoint occurred before a purchase. It cannot establish that the touchpoint ...
To diagnose a marketing problem, work backwards from the commercial outcome to the constraint causing it, before choosing any intervention. Most teams do the opposite: they inherit last year's activit...
The most valuable AI marketing skill is not prompting. It is the judgement that decides whether the output should exist at all. Five capabilities hold their value: customer understanding from primary ...
AI is not eliminating marketing jobs. It is repricing them. Payroll data shows early-career employment in AI-exposed marketing roles down roughly 16 per cent while experienced roles hold or grow. Exec...
The evidence on AI productivity is genuinely strong: in controlled studies, professionals using generative AI completed work around 40 per cent faster with measurably higher quality. The same body of ...
The ability to build is not evidence of demand. That distinction has always mattered, and AI has just made it the most expensive mistake in business.
Anyone can now produce a working prototype, a cour...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...