Knowledge Hub
Evidence-based thinking for strategic marketers
To diagnose a marketing problem, work backwards from the commercial outcome to the constraint causing it, before choosing any intervention. Most teams do the opposite: they inherit last year's activit...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...
IN BRIEF
B2B companies spend roughly 6 to 9 per cent of revenue on marketing (The CMO Survey, Spring 2025) and about 7.8 per cent across all sectors (Gartner, 2026). Those figures are a pressure test
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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...
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...
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...
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, ...