Knowledge Hub
Evidence-based thinking for strategic marketers
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 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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The short answer: use AI to accelerate marketing production (drafts, synthesis, options, analysis support) while keeping strategy, judgment, and customer relationships deliberately human. Map which of...
The short answer: a B2B marketing strategy is six decisions on one page: who the buyer is (and isn't), what position you own, how you create and capture demand, which channels and content carry it, ho...
Ask a team for their marketing strategy and you often get a list: more LinkedIn, a webinar series, a website refresh, a bigger content calendar. It sounds like a plan. It is actually a to-do list, and...
Ask most marketers what great marketing looks like and they will describe a campaign. The ad everyone shared, the launch that owned the feed for a day, the clever line people repeated. It is fun to ma...
Every downturn, every flat quarter, every new CFO, and marketing's budget ends up on the table. Not because marketing doesn't work, but because most marketers can't explain why it works in language Fi...