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FP Collectiv card: "B2B Marketing Strategy, On One Page — Six decisions you can present in five minutes"

B2B Marketing Strategy: Build One You Can Defend (On One Page) b2b marketing marketing fundamentals marketing strategy Jul 05, 2026

The short answer: a B2B marketing strategy is six decisions on one page: who the buyer is (and isn't), what position you own, how you create and capture demand, which channels and content carry it, ho...

FP Collectiv card: "The B2B Funnel Never Existed — Buying is a group, and it is not linear. Be memorable to all of them"

The B2B Funnel Is a Myth: How B2B Buyers Actually Decide b2b marketing marketing fundamentals Jun 21, 2026

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...

FP Collectiv card: "Defend the Budget With Evidence — Marketing gets cut when marketers assert. Split it by job and name the findings"

How to Defend Your Marketing Budget to the CFO (With Evidence) b2b marketing evidence marketing strategy Jun 21, 2026

Every downturn, every flat quarter, every new CFO, and marketing's budget ends up on the table. Not because marketing doesn't work, but because most marketers can't explain why it works in language Fi...

Evidence-based thinking for strategic marketers

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