Knowledge Hub
Evidence-based thinking for strategic marketers
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...
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...
Most marketing plans still assume a funnel: awareness, consideration, decision, a neat line a buyer walks down until they reach you at the bottom. Real B2B buying doesn't work that way, and treating i...
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...