Knowledge Hub
Evidence-based thinking for strategic marketers
IN BRIEF
Retargeting shows ads to people who have already visited the website or engaged with the company's content. Retargeting is a mid-journey tactic rather than a channel: an audience of alread
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IN BRIEF
Paid social is the main demand creation channel in B2B. Professional social networks can put an ad in front of a chosen job role, at a chosen seniority, at companies of a chosen size and i
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IN BRIEF
Paid search is the purest demand capture channel in B2B. Paid search reaches a buyer at the moment the buyer types a problem, a category or a company name into a search box. Buyers who hav
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IN BRIEF
Paid media in B2B does two separate jobs. Demand capture converts the small share of buyers who are already looking. Demand creation builds familiarity with the far larger share who are not
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Marketing attribution's central limitation is this: it observes sequence, not cause. An attribution model records that a touchpoint occurred before a purchase. It cannot establish that the touchpoint ...
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...
The ability to build is not evidence of demand. That distinction has always mattered, and AI has just made it the most expensive mistake in business.
Anyone can now produce a working prototype, a cour...
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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IN BRIEF
Account-based marketing delivers a higher return than broad demand generation when four conditions hold: high contract values, long multi-stakeholder sales cycles, a finite list of named acc
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Most B2B marketing strategies fail to get board approval not because the tactics are wrong, but because the document was written for a marketing audience rather than a business one. Boards think in re...
B2B content strategy in most organisations is built to produce content, not to produce demand. The outputs are there, the blog posts, the white papers, the case studies, the social calendar, but the d...