Knowledge Hub
Evidence-based thinking for strategic marketers
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...
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: 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...