Knowledge Hub
Evidence-based thinking for strategic marketers
Last verified 16 August 2026
Most of what marketers have been told they must now do under the EU AI Act is not their obligation. Telling people they are talking to a bot, and putting machine-readable
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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 most valuable AI marketing skill is not prompting. It is the judgement that decides whether the output should exist at all. Five capabilities hold their value: customer understanding from primary ...
AI is not eliminating marketing jobs. It is repricing them. Payroll data shows early-career employment in AI-exposed marketing roles down roughly 19 per cent while experienced roles hold or grow. Exec...
The evidence on AI productivity is genuinely strong: in controlled studies, professionals using generative AI completed work around 40 per cent faster with measurably higher quality. The same body of ...
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 7 to 10 per cent of revenue on marketing (The CMO Survey, Spring 2026) and about 7.8 per cent across all sectors (Gartner, 2026). Those figures are a pressure tes
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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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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...