Evidence-based thinking for strategic marketers

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...

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...

Category creation is the highest-risk, highest-reward move in B2B strategy. The evidence shows that companies that define and lead their category capture a disproportionate share of market value, and ...

The fastest way to dilute a brand voice is to automate content creation without a workflow designed to protect it. AI tools can accelerate content production significantly, but that speed becomes a li...

Most B2B ideal customer profiles live in a slide deck and get updated once a year, if at all. That's not a strategy problem, that's a data problem, and it produces one of the most persistent sources o...

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...

Here is the number that should reframe how you think about AI governance. When Gartner predicted that more than 40% of agentic AI projects will be cancelled by the end of 2027, one of the three causes...

Here is the uncomfortable truth first: you cannot see the queries. There is no Search Console for chatbots, no keyword report for AI assistants, no dashboard anywhere that shows you what buyers in you...

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,...

The debate about whether to use AI agents is mostly over, and the more useful question has quietly replaced it: once a human and a machine share the same work, who does what?

Get that division of labo...