The view from inside the work.
Points of view from real engagements, written for founders, CMOs, and marketing leaders in B2B businesses and FinTech.
More AI content won't fix your pipeline
B2B marketers are producing more content than ever using AI. Pipeline isn't following. Here's what's actually happening and what to do differently.
Why your pipeline problem is probably a positioning problem
Most B2B companies respond to a slow pipeline by investing in more demand generation. Before doing that, it's worth asking a different question first.
The brief that changes everything
The most valuable thing a fractional CMO can do in the first two weeks isn't to produce a plan. It's to reframe the problem.
What B2B companies get wrong about messaging
Messaging isn't what you say about your product. It's what your buyers say to themselves when they're deciding whether to care.
When to hire a fractional CMO, and when not to
Fractional marketing leadership works well in specific situations. It doesn't work in all of them. Here's how to tell the difference.
Go-to-market strategy vs. go-to-market motion
Most B2B companies have a go-to-market motion. Far fewer have a go-to-market strategy. They're not the same thing, and confusing them is expensive.
The outside view: why proximity is a liability in marketing
The closer you are to a business, the harder it is to see it clearly. This isn't a character flaw. It's structural. And so is the fix.
Find out what's really wrong.
If your marketing isn't doing what it should, the first step is working out why.
Start a conversation