Knowledge Hub
Evidence-based thinking for strategic marketers
IN BRIEF
B2B thought leadership is category authority. It means being the organisation buyers think of first when they face a particular problem in your market. Three things build it.
1. Original evi
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Category creation is the highest-risk, highest-reward move in B2B strategy. The evidence shows that companies that define and lead their category capture a disproportionate share of market value, and ...
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...
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...
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...