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Insights

Field notes on growth, from people who’ve owned the number.

Practical playbooks on strategy, search, AI, media, ecommerce, lifecycle and measurement. No fluff, no gated PDFs.

Search & AI · 3 min read GEO vs. SEO: How to Get Your Brand Cited by ChatGPT, Perplexity and AI Overviews Buyers now ask AI assistants what to buy and who to hire. Generative engine optimization is how you make sure the answer includes you — accurately. Read Leadership · 3 min read What Is a Fractional CMO? Responsibilities, Costs and When to Hire One Executive marketing leadership without the full-time hire. Here is what a fractional CMO actually does, what it costs and how to tell if it is right for you. Read Strategy · 4 min read How to Choose a Marketing Agency: 12 Questions That Separate Partners From Vendors Most agency searches are decided by the best pitch, not the best partner. Here is how to see past the deck and pick a team that will actually move your numbers. Read B2B Growth · 3 min read Demand Generation vs. Lead Generation: Why MQLs Stopped Working Lead volume is up and pipeline is flat. That pattern is so common it has a name. Here is how B2B teams move from lead generation to real demand generation. Read Measurement · 3 min read Marketing Mix Modeling vs. Multi-Touch Attribution: Which Should You Trust? Every ad platform claims the same sale. Here is how modern teams combine three measurement methods to decide where the next dollar should go. Read Paid Media · 3 min read Performance Max Best Practices for Ecommerce: How to Make the Black Box Work for You Performance Max rewards advertisers who control its inputs. Here is how to feed it the right data so it optimizes for profit, not just volume. Read Lifecycle · 3 min read The 9 Email and SMS Flows Every Ecommerce Brand Needs Automated flows quietly drive a large share of owned-channel revenue for well-run brands. Here are the nine that matter most, and how to build them well. Read Strategy · 3 min read CAC Payback: How to Calculate It, What Good Looks Like and How to Improve It CAC payback is the metric that tells you whether growth is funding itself. Most teams calculate it wrong. Here is the right way — and the levers that move it. Read Lifecycle · 3 min read Paid Membership vs. Points: How to Design a Loyalty Program That Actually Pays Most loyalty programs are discount programs in disguise. The best ones change customer behavior and economics. Here is how to design one that does. Read Paid Media · 3 min read A Creative Testing Framework for Meta and TikTok Ads On today’s social platforms, creative is the targeting. Here is a repeatable framework for finding winning ads faster — and scaling them before they fatigue. Read Strategy · 3 min read The Marketing Audit Checklist: 40 Questions to Find Wasted Spend and Missed Growth Every marketing program accumulates waste and blind spots. Work through these 40 questions to find where the money is leaking — and where it is waiting. Read Search & AI · 3 min read Website Redesign Without Losing SEO: The Migration Checklist Redesigns are where rankings go to die — unless you plan the migration as carefully as the design. Here is the checklist we use. Read

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