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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.