Writing
Some uncomfortable truths about B2B advertising.
The business world spends enormous amounts of money trying to reach people who will never buy.
Sometimes the audience is wrong.
Sometimes the message is irrelevant.
Sometimes we measure the things that are easiest to count rather than the things that matter.
We think there are better ways to approach expensive business decisions.
This is where we share what we've learnt.
More articles
02 / 14 min read
What "matched" actually means: identified versus modelled B2B audiences
Not all matched audiences are the same. Learn the difference between deterministic and modelled B2B audience matching, and why it changes what your campaign actually proves.
03 / 13 min read
Do you need an ABM platform? What account-based advertising does without one
ABM platforms package a good idea inside significant procurement and infrastructure costs. Here is what account-based advertising produces without one.
04 / 13 min read
You can reach five of the twelve: targeting a buying committee honestly
Most buying committees aren't fully reachable. Saying so plainly is unusual. Here's how to map what's addressable, reach it honestly, and tell sales the truth.
05 / 12 min read
What the evidence does not prove: contribution versus attribution in B2B campaigns
Attribution claims causation. Contribution claims presence. In high-value B2B, only one of those is honest, and only one survives the board's scrutiny.
06 / 13 min read
Cheap reach can be expensive
CPM tells you what you paid per thousand impressions. It says nothing about whether those people could buy. In B2B, cheap reach is often the most expensive option.
07 / 14 min read
How to show your board what the budget did for your named accounts
Impressions don't answer the board's question. Here's how to build a reporting structure that shows what the budget did for your named accounts.
08 / 14 min read
Accounts over audiences: start the media plan from your CRM
Sales knows the 80 accounts it wants. The media plan buys demographics. Here is why account based advertising starts from the CRM, not the other way around.
What we write about
Cheap reach can be expensive.
Why inexpensive impressions can be a poor commercial investment when the buying universe is small.
Read the article →Your next customer isn't a demographic.
What happens when advertising begins with the companies that matter to sales.
Coming soon
The buying committee is bigger than the lead.
Why the person who fills in the form may be only one part of the decision.
Coming soon
Familiarity is a sales advantage.
Why brands that are already known can have an advantage when complex buyers begin evaluating suppliers.
Coming soon
LinkedIn is a channel. ABM is a strategy.
The limitations of treating professional social advertising as a complete account-based marketing programme.
Coming soon
Africa is not one audience.
Why geography, company structure, sector maturity and data availability matter when planning multi-country campaigns.
Coming soon