Knowledge Hub
Evidence-based thinking for strategic marketers
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 ...
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...
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...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...
LinkedIn is the only major social platform where business decision-makers are present in a professional mindset, at scale. That makes your LinkedIn B2B marketing strategy consequential. It also makes ...
Most campaign measurement problems aren't data problems. They're interpretation problems, and adding AI to an unclear measurement framework makes the confusion faster, not better.
AI brings genuine ad...
Your next buyer probably will not find you the way your last one did. They will ask an AI assistant to compare the options in your category, read a synthesised answer that names three or four vendors,...
Every marketing event, feed and vendor deck right now is promising the same thing: AI agents that will run your campaigns, qualify your leads and rebuild your team around autonomous work. The volume i...
The 95:5 rule in B2B marketing says that at any given moment, roughly 95 per cent of your potential buyers are not in the market to buy. Only about 5 per cent are actively shopping. The heuristic come...
IN BRIEF
Attribution assigns credit for a conversion to the touchpoints that came before it. Incrementality measures how many conversions would not have happened without the spend. The two numbers ar
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Direct answer: evaluate any AI marketing tool with three checks: Value (name the recurring job from your real week it would do, sized in hours), Evidence (bench-test it on your own task against your c...