Personas
Forget the 7-Role Enterprise Persona Map. B2B Buying Comes Down to 3 People
Skip the 7-role enterprise persona map. This B2B framework narrows buying committees down to 3 people — and what each one needs from you
Personas
13 People Can Say No. Almost Nobody Can Say Yes. Welcome to B2B Sales
Forrester found 13 people can say no in a B2B deal, and almost none can say yes alone. Here's why 86% of deals stall anyway
Personas
Why Your B2B Buyer Persona Looks Like a B2C One (And Why That's Costing You Deals)
Most B2B personas look like B2C ones: a stock photo, a hobby list. Here's why that fails, and what a real B2B persona needs instead.
Demand Generation
Lead Routing Automation: Stop Losing Leads in the Handoff
Lead routing automation stops hot leads from stalling after handoff. Here's how to auto-assign owners, route notifications, and close the gap.
Demand Generation
Why Plain Text Emails Often Beat Your Designed Template
Plain text emails often outperform designed HTML templates by reading as one-to-one messages instead of marketing. Here's when and how to use them.
Demand Generation
AI Onboarding: Treat Your AI Like a New Hire, Not a Chatbot
AI onboarding means treating AI like a new hire, not a chatbot. Learn how to give AI the context it needs to stop producing average output.
Demand Generation
Meta Partnership Ads: Run Your Next Campaign From Someone Else's Account
Meta partnership ads let you run paid campaigns through a creator's profile, borrowing their trust. Here's how the format works and why it's...
Demand Generation
Why Job Change Campaigns Are the Warmest Leads You're Ignoring
Job change campaigns turn old contacts into warm leads at new companies. Here's how to track job changes and build the system step by step.
Demand Generation
Leading Indicators vs Lagging Indicators: What to Track Before Deals Close
Leading indicators vs lagging indicators: why high-ACV, long sales cycle teams should report upstream metrics before closed-won data ever arrives.
Demand Generation
B2B Micro-Influencer Marketing: Why Software Companies Are Catching Up to Ecommerce
B2B micro-influencer marketing borrows the trust ecommerce brands built years ago. Learn how to build a trust army of creators that drive real...
Demand Generation
Data-Driven Ad Testing: Why Your Gut Is the Wrong Tool for Picking Winners
Data-driven ad testing beats gut-feel decisions every time. Learn why you should trust results over instinct and stop chasing the perfect ad.
Demand Generation
Warm Audience Outreach: Why Your Network Beats Cold Leads Early On
Warm audience outreach beats cold outreach for early-stage startups. Learn how to mine your network, free users, and site visitors before going cold.
Demand Generation
Video Ads vs Static Ads: Why Your Best Campaigns Use Both
In the video ads vs static ads debate, video wins for complex ideas and static wins for speed. Here's how to combine both for stronger B2B campaigns.
Content Marketing
Why "How Do I Market My SaaS" Is the Wrong Question
More leads won't fix a pipeline built on stale, unfiltered contact data. The real cost is the hours your reps spend discovering that on a call.
Marketing Leadership
The Founder Bottleneck Is a Distribution Problem
More leads won't fix a pipeline built on stale, unfiltered contact data. The real cost is the hours your reps spend discovering that on a call.
