Topic
Enterprise marketing
Positioning, creative, media, and the decisions behind a larger marketing program.
69 articles · showing 1–24, current writing first
Marketing strategy42 · 5 early
Brand positioning, integrated campaigns, and measurement for enterprise marketing teams.
Paid media, creator partnerships, and the creative decisions behind growth programs.
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.
Marketing strategyEssay
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.
Marketing strategyEssay
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.
Marketing strategyEssay
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.
Marketing strategyEssay
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.
Marketing strategyEssay
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.
Marketing strategyEssay
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.
Marketing strategyExplainer
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.
Marketing strategyShortlist · 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.
Marketing strategyShortlist · 30 companies
Performance marketing agencies: 13 firms compared
Compare 13 performance marketing agencies by services, client results and fit, with published fees where available and questions for choosing a partner.
Paid media & creatorsShortlist · 13 companies
Micro-Influencer Agencies: 10 Options for Brands
Compare 10 micro-influencer agencies and platforms by buying model, client evidence, follower bands and published fees before choosing a campaign partner.
Paid media & creatorsShortlist · 10 companies
Why Your CPC Keeps Rising, and How to Bring It Down
Why cost per click rises on Google Ads and Meta, how to tell market pressure from problems in your own account, and which fixes to make first.
Paid media & creatorsPractical guide
User fatigue in social ads: spot the signs and respond
Understand user fatigue in social advertising, investigate falling results, and decide when to change your creative, audience or frequency with a test.
Paid media & creatorsPractical guide
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.
Marketing strategyPractical guide
What is a micro-influencer? Definition, uses and costs
What a micro-influencer is, why follower ranges differ, the jobs they do well, what drives the cost, the disclosure rules and how to run a first test.
Paid media & creatorsExplainer
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