Jobs to Be Done is a theory of customer motivation developed by Clayton Christensen that reframes why people buy products. Instead of asking who the customer is, it asks what job they are hiring the product to do. That shift in question changes everything about how you position a brand. Christensen argued that customers do…
Voice of customer feedback is the structured process of collecting, analysing, and acting on what customers say about their experience with your business. Done well, it tells you where you’re losing people, what’s driving loyalty, and which problems are costing you revenue. Done poorly, it becomes a reporting exercise that nobody acts on. Most brands…
In-feed native advertising places paid content directly inside the organic content streams users are already scrolling through, matching the format, tone, and visual style of the surrounding editorial or social environment. Done well, it earns attention rather than demanding it. Done poorly, it is just a banner ad wearing a disguise. The distinction matters commercially….
SaaS churn rate is the percentage of customers or revenue lost over a given period, typically measured monthly or annually. A healthy benchmark sits somewhere between 5% and 7% annually for established B2B SaaS businesses, though the number that matters most is always relative to your growth rate, your customer acquisition cost, and how long…
SaaS churn benchmarks give you a reference point, not a verdict. For most B2B SaaS businesses, monthly churn rates between 0.5% and 2% are broadly considered healthy, though the right number depends heavily on your segment, price point, and growth stage. A 2% monthly churn rate compounds to roughly 22% annually, which means you are…
Earned media value is a metric that attempts to quantify the monetary worth of unpaid coverage, whether that’s a press mention, a social share, a podcast feature, or a partner-driven endorsement. It works by estimating what that exposure would have cost if you had paid for it as advertising. The concept sounds sensible. In practice,…
B2B market research is the process of gathering and analysing information about your buyers, competitors, and market conditions to inform commercial decisions. Done well, it reduces the guesswork in strategy, surfaces opportunities that aren’t visible from inside the business, and gives leadership the confidence to act. Done badly, it produces decks full of data that…
Account-based marketing campaign examples tend to fall into two camps: either they’re so abstract they’re useless, or they’re so brand-specific you can’t extract anything transferable. The best ABM campaigns share a common structure: a defined account list, a clear value proposition mapped to each account’s commercial reality, and coordinated outreach across channels that builds familiarity…
Google Analytics market demand forecasting uses behavioural data, traffic trends, and GA4’s predictive metrics to identify shifts in consumer interest before they show up in revenue. Done well, it gives marketing teams a forward-looking signal rather than a rearview mirror, so budget and messaging decisions are made on where demand is heading, not where it…
Industry benchmarks for digital marketing give you a number to aim at. What they rarely give you is context for whether that number means anything in your situation. A 2% conversion rate is either a disaster or a triumph depending on your price point, your traffic source, and what the person buying actually had to…
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