For many years, the B2B content playbook has been some version of: find the keyword, write the page, build some links, and wait for it to rank. That playbook isn’t dead, but it’s no longer the whole game, and most…
The Marketing Attribution Problem Nobody Wants to Admit They Have
Ask most B2B marketing leaders whether their attribution is solid, and you’ll get a confident yes. Ask to see the setup, and the confidence tends to evaporate. I’m not trying to call anyone out; I just want to shine a…
When to Hire a Fractional CMO vs. a Marketing Operations Lead
I’ve seen several posts on LinkedIn that question whether an organization needs a CMO or simply someone who knows how to fix their HubSpot issues. It’s a fair question, and the honest answer is that most growing companies are asking…
Is AI Actually Moving Your Revenue? A Framework for Measuring AI Marketing ROI
Every marketing team I talk to right now is using AI for something. Content drafts, ad copy variants, chatbots, Claude skills or routines to automate repetitive work. Almost none of them can tell me whether it’s making them money. I’m…
Leveraging the Power of Fractional CMOs: Cost-Efficient Senior Marketing Leadership
In today’s competitive landscape, effective marketing leadership is essential for businesses to thrive. However, for many organizations, hiring a full-time Chief Marketing Officer (CMO) may not be financially feasible or strategically advantageous. This is where the concept of Fractional CMOs…
What Is Fractional Marketing?
Your business success is based on the success of your marketing. You might be an early start-up with a limited budget or you have had to be conservative with your marketing budget in the last few years. You haven’t been…
Planning Content Along A B2B Buyer’s Journey
Before a marketer sits down to plan out monthly or quarterly content a few steps need to be taken. Here are some key questions to ask your marketing team before getting started with content marketing planning for a B2B buyer’s…
Marketing Team Development Plans
One of the most fulfilling things in my marketing career has been guiding, supporting and watching marketing teams grow. In my last Marketing Director role, I really enjoyed building a marketing team development plan to up-level the marketing department. My…
Marketing Sourced vs. Marketing Influenced Leads
In my last role, our sales and marketing teams were well-integrated under the revenue team banner. I thankfully didn’t have to go one day arguing on whether a lead was marketing sourced or marketing influenced. And i believe being held…
Good Strategy, Bad Strategy: Diagnosis, Guiding Policy and Coherent Action
If you have not yet read Good Strategy, Bad Strategy (Buy in the US | Buy in Canada) as a marketer I highly recommend adding it to your bedside table, eBook reader or audiobook account! My last boss sent me…
3 Reports Every Marketing Director Should Review On Monday Morning
I will write this article from the perspective of a SaaS Marketing Director who is a member of the revenue team and is focusing on inbound lead generation. Here are the reports you should set up and review on a…
Setting Up A Voice Of The Customer Program
In my last role as the Marketing Director at Predictable Revenue I was challenged to create the voice of the customer program (VOTC) for our company. And while it can be time consuming it is well worth it when mapping…