Writing · 3 briefings · Updated weekly
Attribution & Measurement
B2B SaaS strategy, positioning, content operations, and the mechanics that actually move pipeline. No takeaway bullets. Arguments with reasoning attached.
ATTRIBUTION & MEASUREMENT
First-Party Data: Your Only Remaining B2B Marketing Moat
Third-party intent data is commoditized and LinkedIn audiences are rented. The companies winning in 2026 are building first-party data as their primary moat.
ATTRIBUTION & MEASUREMENT
The Death of the MQL: Why B2B Lead Generation Metrics Mask Revenue Problems
When B2B buying committees expand to 10+ people, tracking individual MQLs hides your pipeline problems. How operators orchestrate buying groups instead.
ATTRIBUTION & MEASUREMENT
B2B Attribution: Why Most Companies Are Measuring Marketing ROI Wrong
Marketing attribution models in B2B are almost universally broken. This piece explains how last-touch attribution misallocates budget, what structural damage it causes over time, and what a pipeline-influence…