Blog
Building the Marketing Measurement Layer
Building the Measurement Layer: Landing Pages, CRM and Attribution On Tuesday I argued that no single channel delivers ROI on its own, and that last-click reporting hides most of what makes a B2B sale happen. That argument only helps if you can measure it, so this...
Seven Touches: Why One Channel Never Delivers Marketing ROI
Why One Channel Never Delivers ROI Most marketing budgets are reviewed one channel at a time. The ads report shows its numbers, the email report shows its numbers and social shows its own, with each one asked to prove its own return. It sounds rigorous, but in B2B it...
How We Build an AI Outbound Campaign, Step by Step
How We Build an AI Outbound Campaign On Tuesday I argued that AI outbound isn’t spam at scale unless it’s done badly, and the difference comes down to how it’s built. This is the build, step by step, as we run it in Month Two of the Pipeline Sprint. It starts from the...
AI Outbound Isn’t Spam at Scale
AI Outbound Isn’t Spam at Scale Say “outbound” to most business owners and they’ll think of the emails they delete every morning. You know the ones: “Hope this finds you well”, “Quick question” or “Just bumping this to the top of your inbox”, with a name pasted into a...
Define Your B2B Ideal Customer Profile
Defining Your Ideal Customer Profile — and Sizing the Market Behind It On Tuesday I argued that marketing should be judged like a capital investment. If you’re going to invest in a machine, you need to know what it’s going to produce, and if you’re going to invest in...
Marketing Is Capital, Not Cost
Marketing Is Capital, Not Cost: Judging Marketing Like Plant and Machinery A manufacturer looking at a new CNC machine doesn’t ask what it costs this month. They ask what it will return over its working life: how much throughput it adds, how long it takes to pay back...
