Knowledge Hub
Evidence-based thinking for strategic marketers
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...
Most B2B sales and marketing alignment initiatives fail despite good intentions, reasonable investment, and genuine effort from both sides. The reason is consistent: they diagnose a structural problem...
The difference between a marketer who gets genuinely useful output from AI and one who gets plausible-sounding filler is almost entirely in how they prompt.
AI tools don't interpret intent. They respo...
For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...
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...
Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...
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 ...
The fastest way to dilute a brand voice is to automate content creation without a workflow designed to protect it. AI tools can accelerate content production significantly, but that speed becomes a li...
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...
LinkedIn is the only major social platform where business decision-makers are present in a professional mindset, at scale. That makes your LinkedIn B2B marketing strategy consequential. It also makes ...
Most campaign measurement problems aren't data problems. They're interpretation problems, and adding AI to an unclear measurement framework makes the confusion faster, not better.
AI brings genuine ad...