Knowledge Hub
Evidence-based thinking for strategic marketers
Direct answer: most marketing prompts underperform because they starve the AI of context, not because the wording is wrong. Fix it with ICO: Input (what you're giving it to work with), Context (who it...
Direct answer: no, AI will not replace marketers, but it is replacing one way of being a marketer: the pure production role, valued for output volume. Production skills are depreciating because AI doe...
Direct answer: AI reliably handles marketing production and digestion: first drafts, summarising research, generating options, reformatting content, and synthesising large volumes of text. It cannot r...
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...
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 — 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 Finan...
Most marketers can't answer this question in one sentence. Ask a room full of B2B marketers what marketing is actually for, and you'll get a dozen different answers: brand awareness, lead generation, ...