Knowledge Base

The reason is not that marketing teams bought the wrong tool or failed to calculate marketing ROI correctly. It is that measuring marketing ROI in B2B is structurally different from the problem the tools were designed for, and most of the content written about it comes from companies with a commercial interest in you believing otherwise.

We should be upfront: we're a marketing agency arguing against a practice most of our industry depends on. We run rolling 30-day contracts.

Account based marketing (ABM) is a go-to-market approach in which marketing and sales teams agree on a defined set of target accounts and treat each account, or each cluster of similar accounts, as a market in its own right.

Per the Content Marketing Institute's classic framing, the end goal is profitable customer action: pipeline, revenue, retention.

A B2B marketing agency helps companies that sell to other businesses build awareness and capture demand, then turn interest into qualified sales pipeline.

The customer experience is how customers feel while doing it. Journeys are sequences of events. Customer experience is perception, and it shows up in customer feedback, online reviews, and survey scores. A fast journey can still produce a poor customer experience, and a slow one can delight.