Strategic Marketing Systems, Frameworks, and Ideas
Practical marketing frameworks, implementation guides, and systems for B2B growth.
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Top Reasons B2B Marketing Campaigns Fail and How to Fix Them
Here’s what nobody talks about at marketing conferences: most campaigns fail. It’s not due to bad creative or insufficient budget. They fail because of preventable stupidity (I’m looking at you and your “good jeans”, American Eagle.”) I’m talking about campaigns that fail before they launch because someone forgot to check if the message makes sense.…
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Stop Trying to Be “Professional” – Why Most B2B Branding is Boring Garbage (And How to Actually Stand Out)
Here’s a hard truth nobody wants to admit: 90% of B2B brands are invisible because they’re desperately trying to look “professional.” While you’re debating whether your logo should be navy or dark blue, your competitors are stealing market share by actually connecting with humans. The “Professional” Brand Delusion Walk into any B2B marketing meeting and…
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Why Multi-Touch Attribution is Failing Marketers in 2025 (And What Actually Works)
The $100 Million Attribution Problem Nobody Talks About I’ve watched countless marketing teams make the same expensive mistake: investing months and significant budgets into multi-touch attribution systems that promise clarity but deliver confusion. Multi-touch attribution (MTA) isn’t just underperforming in 2025—it’s actively misleading marketing teams into poor decisions. Here’s why, and more importantly, what successful…
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Why Your Marketing Attribution Reports Are Lying to You
Marketing attribution is broken. I don’t mean it’s imperfect or needs improvement. I mean the fundamental way most companies track marketing performance is systematically misleading them into bad decisions. The problem: Attribution models were designed for simple, direct-response marketing. But B2B marketing doesn’t work that way anymore. The result: Marketing budgets allocated based on false…
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The Email Marketing Automation That Actually Converts (Not the Sequences Everyone Copies)
Every marketer has the same email automation playbook: Welcome sequence → Educational nurturing → Product pitch → Abandoned cart recovery. But here’s what I’ve learned after analyzing hundreds of B2B email campaigns: the highest-converting email automations aren’t sequences at all—they’re intelligent triggers based on specific customer behaviors. While your competitors send the same 7-email welcome…
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Why I Stopped Believing in Email Marketing “Best Practices”
I used to be obsessed with email marketing best practices. Send emails on Tuesday at 10 AM. Keep subject lines under 50 characters. Follow the 80/20 rule for content vs. promotional emails. Always include a clear call-to-action. I followed every “proven” tactic and optimization tip I could find. And you know what? My emails performed……
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The SaaS Marketing Mistake That’s Costing You Customers
Most SaaS companies make the same marketing mistake. They try to attract everyone who might possibly use their product, instead of focusing on the people who will definitely succeed with it. I see it in their content strategies: “Marketing tips for all businesses” instead of “Marketing automation for B2B SaaS companies.” I see it in…
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Why Your Marketing Attribution Is Wrong (And How to Fix It)
A CMO at a $50M software company told me something that perfectly captures the attribution problem in B2B marketing: “According to our reports, Google Ads drove 60% of our revenue last quarter. But when I talk to our sales team, they say most customers discovered us through LinkedIn content, researched us for months through organic…
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The Lead Generation Strategy That Outperforms Paid Ads (And Costs 80% Less)
A marketing director recently shared something that surprised me. “We’re spending $50K per month on LinkedIn and Google ads. Great click-through rates, decent conversion rates, but the leads are… mediocre. Meanwhile, our best customers keep coming from this one lead generation strategy that costs us almost nothing to run.” When I asked which strategy, she…
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The Customer Journey Map That Actually Drives Conversions (Most Are Just Pretty Pictures)
I’ve seen hundreds of customer journey maps in my 15+ years of B2B marketing. Most look impressive in presentations. Colorful stages, detailed touchpoints, emotional indicators, and multiple personas plotted across awareness, consideration, and decision phases. But here’s the uncomfortable truth: 90% of customer journey maps never drive a single conversion improvement. They’re gorgeous artifacts that…
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Marissa Homere 