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I’ve spent the last few years deep in B2B marketing—long buying cycles, multiple stakeholders, complex sales motions, and an undeniable reliance on human sales teams. Before that, I worked much closer to B2C and DTC environments with faster feedback loops, clearer signals, tighter experimentation, and a more direct line between marketing decisions and revenue outcomes. Both worlds are challenging and both require rigor. But they operate on very different assumptions. And whil

I keep seeing the same patterns repeat. Companies invest in volume instead of strategy. They treat every prospect the same, regardless of awareness or intent. They evaluate success by meeting count, not by revenue or win rate. Here's what's actually working in B2B marketing right now.

Before we dive in, google “LMGTFY.” You won’t be sorry. The Internet is amazing for its amount of valuable information. It’s also a...