Knowledge Hub
Evidence-based thinking for strategic marketers
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...
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...
Account-based marketing is either the most powerful B2B strategy you're not using, or the most expensive programme you're running in the wrong conditions. The evidence supports both claims, because th...
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...
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 ...
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...