Tag: B2B Marketing
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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 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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Why Strong Branding Is Your Most Undervalued Revenue Driver
Have you heard this before? “We spent $2 million on performance marketing last year and can track every dollar to revenue. But we can’t justify spending $200K on branding because we can’t measure the ROI.” Here’s the problem with that thinking: branding isn’t an expense you can’t measure—it’s a revenue multiplier you’re not tracking properly.…
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The 5 KPIs That Actually Drive Marketing Decisions (And Why You’re Probably Tracking the Wrong Ones)
Here’s a typical conversation for marketing leaders: “I have 47 different metrics in my monthly report,” “I can tell you our email open rates, social media engagement, website bounce rates, cost-per-click across six channels, and conversion rates for every landing page. But when leadership asks if marketing is working, I honestly don’t know what to…
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Why Most AI Marketing Fails (And How to Fix It)
I’ve been in B2B marketing for over 15 years, and I’ve never seen marketers more excited—or more frustrated—about a technology than they are about AI. The excitement makes sense. AI promises to solve our biggest challenges: creating better content faster, understanding customers at scale, and proving marketing ROI with precision. The frustration? Most AI marketing…
Marissa Homere 