Ideas

Guide · Choosing who to sell to

Win-Loss Analysis Shows Which Buyers Pick You and Why

Read the wins as closely as the losses, and a win-loss analysis shows which buyers choose you and whether they're the ones leadership meant to win.

Guide · Brand vs performance marketing

B2B Share of Voice Counts Only When Buyers Know It's You

A weekly share of voice figure gives brand marketing a number leadership will accept, provided someone checks that the mentions behind the figure say something only your company says.

Guide · Brand in the age of AI

Your Brand Is a Competitive Moat Only If It's Distinct

Once a rival matches your product and price, a brand works as a competitive moat only if it says something no competitor says.

Guide · Brand in the age of AI

Competitors Copying Your Features Expose a Copyable Pitch

Anything you ship, a rival can ship after you, so the answer to competitors copying your product features is a promise backed by data or results they don't have.

Guide · Brand vs performance marketing

Most B2B Teams Aim the 95-5 Rule at the Wrong 95%

Reaching buyers long before they shop is the point of the 95-5 rule in B2B, yet most teams spend that reach on firms that look like the customers they already have.

Guide · Brand vs performance marketing

Long-Term Brand Building Loses Budget to the Weekly Report

When long-term brand building and short-term sales activation are judged in the same weekly report, brand loses, because its results take months to show.

Guide · Brand vs performance marketing

Brand vs Demand Generation in B2B Is an Org Chart Problem

Brand and demand gen draw on one budget, and in the brand vs demand generation fight the team that owns the board's number usually wins it.

Guide · Brand in the age of AI

Brand Matters More in the Age of AI, Now Polish Is Free

AI hands every company the same competent marketing on request, so polish stops setting anyone apart and what a company stands for carries more of the weight.

Guide · Brand vs performance marketing

In Brand vs Performance Marketing, Positioning Comes First

Most comparisons of brand marketing vs performance marketing end on a budget split, yet the buyer's choice gets made earlier, by whether they can tell one vendor from the next.