8 posts
Raw MQL volume is a vanity metric that rewards form-fills over real intent. Here's why net-new qualified accounts is the demand gen north star that maps to revenue — and how to instrument it.
Demand Gen replaced Discovery Ads and absorbed Video Action Campaigns. With channel controls and Lookalike segments, it's now a credible top-funnel test for B2B teams over-indexed on LinkedIn. Here's how to run it as a controlled experiment.
In B2B demand generation, the "Tuesday morning drip" is a relic that is actively costing you revenue. For years, marketers have relied on static campaign calendars to dictate when a prospect hears from them, regardless of where that prospect actually sits in their journey.
YouTube has shifted from a top-of-funnel billboard to a high-intent demand capture engine. Here is how B2B teams map video sequences to buyer intent the way they map search keywords.
journeys Learn what matters, why it works, and how B2B teams can apply it without wasting budget or losing measurement discipline.
In the current martech landscape, integration stability is an illusion. Platform providers are no longer maintaining legacy infrastructure for years; they are aggressively sunsetting older versions to make room for AI-native architectures and standardized data models. For marketi