The archive
One issue per week. Each one written from the operational side of B2B performance marketing - never the promotional one.
Published
AI collapses the cost of finding buyers - and relocates the entire bottleneck to qualification. What Apollo and HubSpot actually did well, what they quietly got wrong, and the part no AI SDR pitch mentions.
Before you fix targeting or creative, audit the infrastructure - tracking, attribution, routing, feedback. A 40-point field audit for B2B teams whose marketing is active but whose pipeline is not.
The marketing-to-sales handoff is where most B2B pipeline dies. The fix is structural - lifecycle stages, SLAs, routing and a feedback loop in your CRM.
Germany's ad market crossed €50 billion for the first time. The growth is real - but where the money flows tells a more uncomfortable story about concentration, measurement, and what survives.
Why marketing activity rarely converts to revenue in specialist markets - and the four structural gaps that close the loop.
Upcoming
Tracking is not a plugin. It is the ledger every downstream decision is built on - and most teams keep it in a spreadsheet.
When your total addressable market fits on one screen, precision is not optional - it is the only viable strategy.
The teams that will compound the fastest are building operator-grade AI systems, not experimenting with prompts.
Deterministic attribution is gone. What replaces it is not another dashboard - it is a different way of deciding.
