Knowledge Base

Most articles on B2B market segmentation skip the origins and jump straight to a list of types. That's a mistake, because the two canonical frameworks answer a question the lists don't: in what order should you segment, and how deep should you go?

Most guides to B2B lead qualification are a menu. BANT, CHAMP, MEDDIC. Pick one, apply it, watch conversion improve. The menu is not wrong. It answers the easy question.

Most writing on revenue marketing describes a ladder. A company starts with traditional marketing, climbs to lead generation, then demand generation, and arrives at revenue marketing as a kind of graduation.

Almost everything written about B2B intent data is written by someone who sells it. Nobody is conspiring; that is what the search results for a $14 keyword look like.

Most documents labeled "B2B marketing strategy" are marketing plans with a channel list attached, which is why so much B2B marketing work feels busy and produces so little.

Good B2B website design does two jobs that pull against each other. The website has to convert the small share of visitors who are evaluating right now, and it has to be memorable and legible to the much larger share of potential customers who will only start evaluating in six months or two years.