IN BRIEF
An international B2B media plan is pulled by two forces that are both right. Consistency gives the company one brand, one strategy and comparable measurement across every market. Local fit
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IN BRIEF
Doubling a B2B paid media budget rarely doubles pipeline, and the reasons are structural rather than a sign of a failing media team. The number of in-market buyers is set by the market, ex
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IN BRIEF
Programmatic display buys banner and native placements across the open web through automated auctions, priced per thousand impressions, and delivers the cheapest reach in a B2B media plan.
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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 no
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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-readab
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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 replacing digital marketing tasks faster than it is replacing digital marketing jobs, and the jobs it affects most are entry-level roles built on production work. Employment of 22 to 25 year old...