The B2B Marketing
Knowledge Hub.
Practical, no-BS guides for marketing leaders, CEOs, and revenue-focused operators who want to build demand generation systems that actually work.
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Why Your B2B Marketing Budget Is Leaking — And How to Stop It
Most B2B companies at the $10M–$75M stage are paying for marketing activity, not marketing outcomes. Here’s a diagnostic framework for finding exactly where your budget is leaking and what to do about it.
The B2B Demand Generation Stack: What You Actually Need (And What You Don’t)
Too many B2B companies are over-tooled and under-performing. This guide walks through the essential demand gen stack for a $10M–$75M company — and which tools you can cut today.
The 10 Marketing Workflows You Should Automate with AI Right Now
Your team is spending 40% of their time on tasks AI can handle. Here are the ten highest-value marketing automations for B2B companies — with the tools and the logic to build them.
The CFO Test: How to Build a Marketing Report Your Finance Team Will Actually Believe
If your CFO doesn’t trust your marketing numbers, your budget is always at risk. Here’s exactly how to build attribution models and reporting dashboards that connect spend to closed revenue.
Why Sales Ignores Your Marketing Leads — And the System That Fixes It
Sales rejecting marketing leads isn’t a sales problem. It’s a system problem. This guide walks through how to build the shared framework that actually gets sales to follow up on every MQL.
Category Design for B2B: How to Stop Competing and Start Owning Your Market
Most B2B companies compete to be the best in their category. The most valuable companies design a new category and own it. Here’s how to apply Christopher Lochhead’s framework to your go-to-market strategy.
Practical Resources You Can Use This Week.
The 50-Point Marketing Audit Checklist
The exact framework we use in every AI Marketing Audit engagement. Free download, no email required.
B2B Marketing KPI Dashboard Template
A Google Sheet template pre-built with the 15 KPIs every B2B marketing leader should track monthly.
ICP Definition Worksheet
The worksheet we use in every ICP workshop — complete with scoring criteria, firmographic filters, and persona questions.
MQL-to-SQL Alignment Framework
Establish a shared definition of qualified that sales and marketing will both commit to — and the scoring model to enforce it.
B2B Marketing AI Prompt Library
50 tested AI prompts for B2B content creation, ad copy, email sequences, persona research, and competitive analysis.
90-Day Demand Gen Roadmap Template
The exact roadmap structure we use to plan every new engagement — from audit to launch to first optimization cycle. Bonus Google Slide to help guide you.
B2B Marketing Terms, Defined Simply.
Cut through the jargon. These are the terms that matter for revenue-focused B2B marketing — defined in plain language.
MQL — Marketing Qualified Lead
A lead that marketing has determined is ready to pass to sales based on defined behavioral and demographic criteria. The MQL definition is the most important shared agreement between marketing and sales.
SQL — Sales Qualified Lead
A lead that sales has reviewed and accepted as meeting their criteria for a real sales opportunity. The gap between MQL and SQL acceptance rate is where most B2B revenue leaks.
CAC — Customer Acquisition Cost
Total marketing and sales spend divided by new customers acquired in a period. The single most important efficiency metric for any B2B growth program.
LTV — Customer Lifetime Value
The total revenue a customer generates over their entire relationship with your company. The LTV:CAC ratio tells you whether your growth model is sustainable.
ROAS — Return on Ad Spend
Revenue generated divided by advertising spend. A 6:1 ROAS means $6 in revenue for every $1 in ad spend. For B2B, ROAS should be measured on pipeline influenced, not just direct response.
ICP — Ideal Customer Profile
A detailed description of the company that gets the most value from your product or service and is most likely to buy, stay, and grow. Your ICP drives every targeting decision you make.
Demand Generation
The full-funnel practice of creating awareness, nurturing interest, and converting prospects into qualified pipeline. Demand gen is a system — not a campaign or a channel.
ABM — Account-Based Marketing
A B2B strategy where marketing and sales coordinate to target specific high-value accounts with personalized campaigns — rather than casting a wide net and filtering.
Lead Velocity Rate (LVR)
The month-over-month growth rate of qualified leads. LVR is a leading indicator of future revenue — often the most predictive metric for long sales-cycle B2B businesses.
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