If you asked most B2B marketing leaders which channel converts best, they’d say email, or paid search, or word of mouth. Almost none would say “AI search”, and that’s not because AI search isn’t converting. It’s because most GA4 setups can’t see it. TLDR: If you are in B2B marketing read the research cited below. […]
Your analytics dashboard is lying to you, and it isn’t its fault. GA4 was built for a click economy. AI search is quietly dismantling that economy, and the measurement stack can’t see it happening. Here’s the mechanism. When a buyer reads about you inside ChatGPT or Perplexity and then types your name into a browser, […]
Timing… sometimes it’s a gift. I interviewed Matt Brittin CBE on my #rowing podcast last year about lessons for work he learned from rowing. Suddenly I got a spike in website visits as his name got in the frame for the top job at the BBC. Only one journalist got in touch – William Turvill […]
Older Consumers Prefer Videos Without Subtitles We were testing two video treatments for Faster Masters Rowing, a sports brand targeting older athletes (over age 45). The A/B test difference was subtitling the dialogue. We found that people vastly preferred to watch the video without the distraction of subtitles. AND then to have a static text […]
I don’t think it’s anything to do with AI. But everything to do with ambitious people wanting to leave their mark on an organisation. Here’s what my ‘vanity project’ would be if I ran a B2B advertising team. Scrap most of the bland clickbait adverts that most B2B brands use – and focus on excellent […]
I like to write to deliberately appeal to a small portion of the audience. The preview and subject line are the first, top-level filter available to email marketers. I realised this after a client did an event which specified the age participants should be. It was a roaring success – because people knew immediately if […]
Building your audience is THE key marketing skill which will help your marketing strategy in 2025. The “gurus” say one thing.. Let me explain. Not all online marketing ‘teachers’ are wrong. But their methods paid dividends to them because they were early adopters. – Most people teaching blogging started blogging between 2004 and 2008. – […]
Martech – it’s great as long as all the parts connect. I’m assessing a couple of new options to inject into a client’s martech stack. And I have long been a fan of reverse IP lookup services. Knowing who’s looking at your website is powerful. The way to get the most from a new component […]
A “cold call battle” I love a contest as much as any athlete… but this makes my blood run cold. It’s an advert to promote agentic AI compeing alongside CSRs to book appointments. You may not know this, but I’m a demon cold caller. It’s a service I provide as part of B2B Marketing – […]