Opinions, frameworks, and uncomfortable truths about B2B marketing and paid media. By Mantas Malukas.
People binge TV for three hours and play video games for two. The goldfish theory is a convenient excuse for bad creative — and the research backs this up.
Read →A 0.03% conversion lift. One extra lead per quarter. Most marketing experiments are too small to matter — and the people running them know it.
Read →The AI gold rush has produced a generation of companies that would not survive a single hard question about their actual product.
Read →That 8x ROAS remarketing campaign? Strip out the people who were already going to convert and your incremental return is often close to zero.
Read →When campaigns underperform, most businesses blame the platform. But 8 out of 10 times the real problem isn't inside the ad account at all.
Read →Most companies cannot tell which campaign made them money. Not because they don't care, but because nobody set up the tracking to answer that question honestly.
Read →AI produces strategy-shaped output very well. It makes strategic choices very badly. Here's the difference — and why it matters for your team.
Read →Marketing teams that arrive every quarter with a long list of tiny tweaks are mistaking activity for impact. Here's why bold bets beat incremental changes.
Read →You cannot force people to book a demo. But targeting, budget, and creative are levers you can pull — and creative matters far more than most brands think.
Read →Most dashboards are full of metrics that look impressive and tell you nothing. Here's a practical guide to reporting that shows what's actually working.
Read →Advertising doesn't force people to buy. It makes brands easy to think of when a need arises. Here's what the research actually says about how ads drive sales.
Read →Being memorable isn't enough. If buying from you is a hassle, people will go somewhere else. The second principle of how advertising actually drives sales.
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