/ Insights
Ideas, frameworks, and practical notes on positioning, GTM, proof, buyer research, and AI-enabled marketing work.
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The B2B Brand Brief
Every two weeks, we answer one B2B marketing question with a clear recommendation grounded in evidence, client patterns, or operating experience.
Latest insights
The “Prove It” Moment Is Where Weak Messaging Breaks Down
A claim can sound right internally and still fall apart when a buyer asks for proof. Here’s a practical way to test whether the evidence actually supports what you’re saying.
Before You Write the Value Proposition, Do the Research
A practical B2B positioning model built around three questions: what you can deliver, what buyers value, and what else they could choose.
Your Marketing Plan Should Tell You What Not to Do
A Q4 guide for B2B teams planning 2027: choose what gets resources, what waits, what stops, and what must continue.
Chat or Work? What I Learned After Running Out of ChatGPT Credits
Which version of ChatGPT should you use? Learn when to use Chat, Work, Projects, desktop, Chrome, and connected apps without burning through Work usage.
AI Search Is Exposing the B2B Story Problem You Already Had
AI search can describe your company before a buyer reaches your site. If your public sources do not match, it may describe the wrong version of your company.
Google Did Not Kill SEO. It Made Lazy SEO Harder to Defend.
Google did not make SEO irrelevant. It made weak pages, vague claims, and thin content harder to defend as Search moves further into AI-generated answers.