Enterprise marketing
Marketing strategy
Brand positioning, integrated campaigns, and measurement for enterprise marketing teams.
42 articles · 5 early essays · showing 1–24, current writing first
Articles
LinkedIn predictions from 2019, checked against its rules
In 2019 I made eight predictions about LinkedIn as a sales channel. Here is what LinkedIn's own pages show now, and what it means for your outbound plan.
Essay
Test a few marketing channels, then build on what works
Test two or three marketing channels for about a quarter. Build a system around the one that works, scale it, and keep it owned as you test the next.
Essay
Paying an agency for results: when sharing upside works
When does paying an agency a share of results work for both sides? Five tests drawn from my 2020 deals, and when a fee is the clearer choice.
Essay
Platform risk in B2B marketing: protect your pipeline
Assess the platform risks behind your B2B pipeline. Learn what to keep under your control, what to ask agencies, and how to prepare a workable fallback.
Essay
How to read a vendor case study before you copy it
Before copying a vendor case study, check when the work ran, what the client brought, who did the work and what else could explain the result.
Essay
Why marketing tactics decay, and what to do next
When a reliable marketing tactic starts producing fewer qualified leads, find out what changed, improve the work and decide where to invest next.
Essay
Viral Marketing Examples: 7 Campaigns and Why They Spread
Seven viral marketing campaigns, from Share a Coke to Duolingo's Dead Duo, what made people share them, and how to plan a campaign that could spread.
Explainer
M&A and Private Equity Marketing Agencies: 10 Compared
Compare ten marketing agencies for M&A advisers, investment banks and PE firms by the job you need, with client evidence and pricing where published.
Shortlist · 10 companies
Growth marketing agencies for startups: 30 compared
Compare 30 growth marketing agencies for startups and scaling companies by fit, the client results they publish, and the fees and terms they state.
Shortlist · 30 companies
Multi-Channel Attribution: Models, MMM and Lift Tests
How multi-channel attribution splits credit across channels, which models Google and HubSpot offer, and when to add mix modeling or lift tests.
Practical guide
Brand Positioning: How to Stand Out in a Crowded Market
How to choose a brand position in a crowded market: the five decisions behind it, real positioning examples, a statement template and a test plan.
Practical guide
Event marketing agencies: 27 firms compared by job
Compare 27 event and experiential marketing agencies by the job: producing the event, running activations or filling the room, with each firm's proof.
Shortlist · 27 companies
Health and Wellness Marketing Agencies: 33 Compared
Compare 33 health and wellness marketing agencies by who they serve, the results they publish and their fees, with the questions to ask before you hire.
Shortlist · 33 companies
How to Create a Marketing Plan: 7 Steps and a Template
How to write a marketing plan your team will run: seven steps from situation analysis to budget and measures, a one-page template and a campaign checklist.
Practical guide
How to Build an Omnichannel Marketing Strategy
How to build an omnichannel marketing strategy step by step, with a worked example, a one-page plan, what the evidence shows and how to measure it.
Practical guide
B2B Marketing Agencies: 25 Firms Compared by Focus
Compare 25 B2B marketing agencies for brand, demand generation, ABM and LinkedIn. See published proof, fees and contract terms to build your shortlist.
Shortlist · 25 companies
Top Digital Marketing Agencies: 49 Firms Compared
Compare 49 digital marketing agencies, from full-service growth firms to paid media, web and search specialists, with the work and terms each publishes.
Shortlist · 49 companies
AI-Driven Advertising: What to Hand to Machine Learning
Where machine learning already runs bidding, targeting and creative in Google, Meta and LinkedIn ads, what it needs to work, and how to test it.
Explainer
Native Advertising: Formats, Examples and Disclosure Rules
What native advertising is, the main formats (in-feed, video, in-app, sponsored content), real campaigns, and how the FTC expects native ads to be labeled.
Explainer
The Evolution of Advertising: From Print to Programmatic
How advertising moved from print, radio and TV to search, social and programmatic buying, what each shift changed, and what it means for your mix.
Explainer
17 Creative Advertising Agencies by Type of Work
Compare 17 creative advertising agencies by campaign focus, named client work and published results, with practical questions for your first call.
Shortlist · 17 companies
Beauty Marketing Agencies: 26 Compared by Service
Compare 26 beauty marketing agencies for branding, paid media, SEO, Amazon, influencers and websites, with the client proof each one publishes.
Shortlist · 26 companies
Full-Service Advertising Agencies: 10 Compared
Compare 10 full-service advertising agencies by scope and evidence, then clarify fees, team responsibilities and international delivery before a first call
Shortlist · 10 companies
Outsourced Marketing Services: A Buyer's Guide
Decide how much marketing to outsource, compare provider models and published terms, and keep control of strategy, accounts, budgets and business results.
Buyer’s guide
From Jake’s early writing
These essays are kept with their original dates. Explore all early writing.