The 95:5 rule in B2B marketing says that at any given moment, roughly 95 per cent of your potential buyers are not in the market to buy. Only about 5 per cent are actively shopping. The heuristic come...
IN BRIEF
Attribution assigns credit for a conversion to the touchpoints that came before it. Incrementality measures how many conversions would not have happened without the spend. The two numbers
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A B2B buying committee is the group of people inside a business who take part in a purchase decision. For a complex B2B purchase it typically involves 6 to 10 people, in roles such as the champion who...
Direct answer: stop trying to follow AI news and maintain a system instead: a weekly 30-minute read of three to five curated sources, one monthly bench test of a new capability on your own work, a qua...
Direct answer: automate a marketing task only when it passes four gates: it sits comfortably inside AI's proven capability for you, it's low judgment, it's low consequence, and it recurs often enough ...
The short answer: use AI to accelerate marketing production (drafts, synthesis, options, analysis support) while keeping strategy, judgment, and customer relationships deliberately human. Map which of...
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...
Direct answer: evaluate any AI marketing tool with three checks: Value (name the recurring job from your real week it would do, sized in hours), Evidence (bench-test it on your own task against your c...
Direct answer: most marketing prompts underperform because they starve the AI of context, not because the wording is wrong. Fix it with ICO: Input (what you're giving it to work with), Context (who it...
What is AI marketing? AI marketing is the use of artificial intelligence to analyse customer and campaign data, predict what is likely to happen next, and produce or adapt marketing content. The marke...
What is a marketing strategy? A marketing strategy is the set of choices a business makes about which problem marketing will solve, which customers it will serve, and how it will win them. A marketing...
Ask most marketers what great marketing looks like and they will describe a campaign. The ad everyone shared, the launch that owned the feed for a day, the clever line people repeated. It is fun to ma...