Evidence-based thinking for strategic marketers

The most common approach to B2B marketing budget setting, taking last year's figure and adjusting it by a percentage, almost always produces the wrong number. It anchors to what was historically spe...

Publishing more content is not a B2B thought leadership strategy. Most B2B content programmes produce neither thought nor leadership. They produce noise at consistent intervals, backed by a production...

Account-based marketing is either the most powerful B2B strategy you're not using, or the most expensive programme you're running in the wrong conditions. The evidence supports both claims, because th...

Most B2B marketing strategies fail to get board approval not because the tactics are wrong, but because the document was written for a marketing audience rather than a business one. Boards think in re...

B2B content strategy in most organisations is built to produce content, not to produce demand. The outputs are there, the blog posts, the white papers, the case studies, the social calendar, but the d...

Most AI governance policies fail for the same reason most compliance documents fail: they're written by people who aren't doing the work, for people who don't have time to read them.

An effective AI ...

The market for AI marketing tools is genuinely overwhelming, and the evaluation process most teams follow makes it worse. New categories emerge monthly, vendor claims outpace evidence, and most featur...

Most B2B sales and marketing alignment initiatives fail despite good intentions, reasonable investment, and genuine effort from both sides. The reason is consistent: they diagnose a structural problem...

The difference between a marketer who gets genuinely useful output from AI and one who gets plausible-sounding filler is almost entirely in how they prompt.

AI tools don't interpret intent. They resp...

For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...

Demand generation and lead generation are not synonyms, and treating them as interchangeable budget lines is one of the most common and expensive mistakes in B2B marketing. Teams build demand gen cont...

Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...