Evidence-based thinking for strategic marketers

Most marketing plans still assume a funnel: awareness, consideration, decision, a neat line a buyer walks down until they reach you at the bottom. Real B2B buying doesn't work that way, and treating i...

Most marketers can't answer this question in one sentence. Ask a room full of B2B marketers what marketing is actually for, and you'll get a dozen different answers: brand awareness, lead generation, ...