Knowledge Base

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.

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.