Blog
The AI Search Era: Why the Customer Journey Has Changed Forever
KEY TAKEAWAYS The clicks aren’t coming back: 58% of searches now end without a click — organic CTR is down 61% and paid CTR down 68% as AI Overviews absorb the answer. Costs are rising:With the same competitor pool chasing half the clicks, cost-per-click is rising sharply in Google’s auction
5 Principles for Thriving in the Era of AI Search
KEY TAKEAWAYS Integration first: Siloed departments (web, content, SEO, paid) hurt not just performance but eligibility for AI-driven ad auctions if messaging and UX are inconsistent. Full-funnel execution:Bottom-of-funnel demand capture alone isn’t sustainable — invest in awareness and nurture across the whole journey. Creative and conversion are core disciplines:Google’s AI
Prove Marketing ROI to Your Board | Somebody Digital
KEY TAKEAWAYS Say “data monetisation”, not “analytics”: Reframing measurement from analytics (sounds like IT) to data monetisation (sounds like growth) changes how boards respond to budget requests. Bring questions, not capabilities:Ask the board specific unanswered questions (e.g. “what would another $500k in budget generate?”) rather than abstract capability arguments. Beware
What a Field CTO Actually Wants From B2B Tech Marketers
KEY TAKEAWAYS By the CTO, it’s too late: Enterprise tech adoption usually starts bottom-up (shadow IT) — by the time a CTO is formally involved, marketing pitched at that stage has already missed. Aim below the C-suite:Target one or two levels down (technical leads, heads of architecture, integration, analytics) —
Build a Bigger Tent: What the B2B Buyer Journey Really Looks Like From the CEO’s Seat
KEY TAKEAWAYS The journey is mostly invisible: B2B buyers spend only ~17% of buying time meeting suppliers (Gartner) — the rest happens through peers, community, and thought leadership, so linear funnel thinking misreads it. Committees, not contacts:The average buying committee has 6–10 stakeholders, and senior execs screen unknown numbers —
Why Your B2B AI Marketing Strategy Should Start With Workflows, Not Content
KEY TAKEAWAYS The gap is the leverage: 81% of B2B marketers use AI for content, but only 19% have built it into workflows — that gap is where the real leverage sits. Map before you automate:AI can’t automate an undocumented process — map every step, trigger, handoff, and output dependency
The 90-Day Turnaround: A Framework for New B2B Marketing Leaders
KEY TAKEAWAYS The new-CMO paradox: Hired for long-term strategy but held accountable for near-immediate revenue and pipeline results, with average CMO tenure just 40 months. CRO is the quickest win:Optimising landing pages, messaging, and the marketing-to-sales handoff drives revenue from existing traffic — no extra ad spend. Report to revenue
Unlocking Performance with Creative: A B2B CMO’s Guide to High-Impact Campaigns
KEY TAKEAWAYS B2B’s most under-optimised lever: Creative is second only to CRO as an untapped performance lever (per John Wilkes) — most B2B creative is generic and forgettable. One solution, many personas:A single solution often needs to speak to 6–10 different buying-committee personas, so audience-centric messaging matters more than it
From MQLs to Revenue: How to Build a Marketing Dashboard That Your CEO Will Love
KEY TAKEAWAYS The MQL is dead: Measure to revenue instead (John Wilkes) — a revenue-linked dashboard builds executive buy-in and forces sales/marketing alignment around one shared goal. Map the full funnel:MQL → SAL → SQL → Opportunity → Closed-Won → Revenue, visualising flow-through and conversion rates at each stage. Don’t
The Quickest Win: Why CRO Should Be Your First Move as a New CMO
KEY TAKEAWAYS The highest-impact first move: CRO converts more of the traffic you already have — no extra ad spend needed. Small lifts compound fast:Going from 2% to 4% conversion doubles output from the same traffic; even 2.5% to 3% can add millions to revenue. Broader than button tweaks:CRO covers