Evidence-based thinking for strategic marketers

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 lab...

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...

Direct answer: the 95:5 rule, from the Ehrenberg-Bass Institute's work with LinkedIn's B2B Institute, holds that at any given time roughly 95% of your potential B2B buyers are not in market, and only ...

Direct answer: attribution assigns credit for conversions across touchpoints; incrementality measures what would not have happened without the spend. They answer different questions and often disagree...

Direct answer: a B2B buying committee is the group of people who collectively decide a purchase, typically six to ten across roles: the champion who drives it, the economic buyer who funds it, technic...

Direct answer: stop trying to follow AI news and maintain a system instead: a weekly 30-minute read of three to five curated sources, one monthly bench test of a new capability on your own work, a qua...

Direct answer: automate a marketing task only when it passes four gates: it sits comfortably inside AI's proven capability for you, it's low judgment, it's low consequence, and it recurs often enough ...

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...

 Direct answer: responsible AI in marketing means four standards applied at production speed: accuracy (every published claim has a source you've opened), bias (check outputs against your real market,...

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...