All articles · page 5
All published articles on enterprise marketing, executive search, B2B podcasting and building companies, with dated early writing included.
273 articles · showing 97–120, current writing first
Articles
AI hiring bias: how employers can screen candidates fairly
How bias gets into AI resume screening, which laws apply, and seven steps to test your tools, keep people in the decision and treat candidates fairly.
Recruitment & workforcePractical guide
VP of Sales job description: role, pay and how to hire
What a VP of Sales does, how the role differs from a CRO, a job description template, pay data and how to run the hire and the first 90 days.
Executive searchRole guide
Recruitment metrics: what to track and how to measure them
Which recruitment metrics and hiring KPIs to track, how to calculate each, what SHRM's benchmarks show, and how to judge a recruiting partner's figures.
Recruitment & workforcePractical guide
Executive Search vs In-House Recruiting: How to Decide
When to retain an executive search firm, when to run a senior search in-house, what retained search costs, and six firms and the options each offers.
Executive searchShortlist · 6 companies
Employee wellness program statistics: adoption, trials, ROI
How many employers offer wellness programs, what randomized trials found on costs and health, where ROI figures come from, and how to build a case.
Enterprise operationsData roundup
Workplace Boredom Statistics: Causes, Effects and Fixes
Workplace boredom statistics from the original studies: how common it is, who is most affected, its links to health and quitting, and what reduces it.
Enterprise operationsData roundup
CFO responsibilities: what to hire for, and when
What a CFO is responsible for, how the role differs from a controller, when a company needs one, and how to write the mandate and judge candidates.
Executive searchRole guide
LTV vs CPA: The Ratio and What a Customer Is Worth
Compare lifetime value with cost per acquisition: how to calculate each, where the 3:1 ratio comes from, its conditions, and how to set a CPA you can bid.
Paid media & creatorsComparison
Paid media ROI: how to measure what ad spend returns
Measure paid media ROI with the right formulas, clean conversion data and lift tests, then decide where the next dollar of ad spend should go.
Paid media & creatorsPractical 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.
Marketing strategyPractical guide
Behavioral targeting: what it is and when to use it
What behavioral targeting is, how it compares with contextual targeting and retargeting, what the research shows, and when each is the safer choice.
Paid media & creatorsExplainer
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.
Marketing strategyShortlist · 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.
Marketing strategyShortlist · 33 companies
AI in paid media optimization: what your team controls
What Google and Meta automate in paid media, the inputs your team still controls, how often to review them and what to ask the agency running your ads.
Paid media & creatorsExplainer
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.
Marketing strategyPractical 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.
Marketing strategyPractical 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.
Marketing strategyShortlist · 25 companies
Social Media Agencies: 60 Firms Compared by Use Case
Compare 60 social media agencies by the help you need: channel management, paid social, creators, B2B and local firms, with published prices and proof.
Paid media & creatorsShortlist · 60 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.
Marketing strategyShortlist · 49 companies
Temp-to-Perm Hiring: When It Works and How to Set It Up
When temp-to-perm hiring fits, how conversion fees and trial terms work, the risks to manage, and the temp-to-hire terms 11 staffing firms publish.
Recruitment & workforceBuyer’s guide
Performance Creative Agencies: 26 Firms Compared
Compare 26 performance creative agencies by how they make and test ads, the client results they publish and the spend levels or terms they state.
Paid media & creatorsShortlist · 26 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.
Marketing strategyExplainer
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.
Marketing strategyExplainer
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.
Marketing strategyExplainer