The B2B buying process is the sequence of steps an organisation goes through before committing to a purchase, from recognising a problem to signing a contract. It typically involves multiple stakeholders, extended timescales, and a significant amount of internal deliberation that happens well outside your visibility as a vendor. Most sales teams treat it as…
A B2B marketing plan is a documented framework that connects marketing activity to commercial outcomes: which markets you are targeting, how you will reach buyers at different stages of the decision process, what resources you are committing, and how you will measure whether it is working. Most plans fail not because the strategy is wrong,…
Pirate metrics is a growth framework built around five stages of the customer lifecycle: Acquisition, Activation, Retention, Referral, and Revenue. The acronym is AARRR, which is where the pirate name comes from. Dave McClure introduced it in 2007 as a way to give early-stage startups a structured view of where growth was actually happening and,…
B2B marketing statistics are most useful when they challenge assumptions rather than confirm them. The numbers that matter most in 2025 are not the ones that tell you email still works or that LinkedIn drives leads. They are the ones that reveal where B2B marketing investment is misallocated, where buyers are being ignored, and why…
Account-based marketing has moved well beyond its origins as a sales alignment tactic. In 2025, it sits at the centre of how serious B2B product marketing teams build pipeline, defend positioning, and create revenue that actually sticks. The shift is structural: product marketers are no longer just supporting ABM campaigns, they are architecting them. The…
Marketing account intelligence is the practice of collecting, analysing, and acting on data about target accounts to inform go-to-market decisions, from which companies to prioritise to what messages to put in front of them and when. Done well, it closes the gap between marketing activity and revenue outcomes. Done poorly, it produces impressive-looking dashboards that…
SWOT analysis is important because it forces a structured conversation about where a business actually stands, not where people assume it stands. Done properly, it surfaces the gaps between internal capability and external reality that most teams are too busy, too optimistic, or too siloed to see clearly. That sounds simple. In practice, it is…
Voice of customer data is the direct, unfiltered input customers give about their experiences, expectations, and frustrations with your product or service. It includes survey responses, support transcripts, review text, interview recordings, and social feedback, and when used properly, it tells you more about what is driving or damaging your business than most analytics dashboards…
Content promotion strategy training is the process of teaching marketing teams how to systematically distribute content to the right audiences through the right channels, after it has been published. Most teams skip this entirely. They invest weeks in production and minutes in distribution, then wonder why the work disappears into the void. Getting this right…
A growth team is a cross-functional unit built to identify, test, and scale the levers that drive sustainable business growth, typically sitting across product, marketing, data, and commercial functions. Done well, it is one of the most commercially effective structures in modern go-to-market strategy. Done badly, it becomes a rebranded experimentation squad with no authority,…
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