Evidence-based thinking for strategic marketers

The most common approach to B2B marketing budget setting, taking last year's figure and adjusting it by a percentage, almost always produces the wrong number. It anchors to what was historically spe...

Demand generation and lead generation are not synonyms, and treating them as interchangeable budget lines is one of the most common and expensive mistakes in B2B marketing. Teams build demand gen cont...

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...

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...

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, ...