Posts about Digital Strategy
Most lead scoring sucks (here's how we fixed it)
TL;DR Most B2B companies are doing lead scoring wrong, relying on arbitrary point systems and outdated models that don't reflect actual buyer behavior. Real lead scoring requires clean data infrastructure, empirical validation, and regular updates. More importantly, it should never be prioritized over fundamentals like product-market fit, messaging, and creative. Lead scoring is an optimization layer, not a solution to broken marketing.
4 minute read.png)
Your ad data can't tell you everything about your audience
TL;DR Ad platform data gives you demographic snapshots and performance metrics, but it can't tell you the whole story about your audience. Marketing personas with overly specific details aren't practical for media buying, even if they help creative teams remember they're marketing to real humans. The real insight? Stop over-segmenting based on small data samples. Creative does the heavy lifting in audience targeting now, and your best-performing segments might actually be the least incremental. Focus on broader reach, use your first-party data wisely, and break down those silos between departments. Everyone needs to share what they know about your audience.
6 minute readAre marketing best practices helpful or lazy?
TL;DR Best practices in digital marketing aren't one-size-fits-all solutions. While foundational principles like testing and brand consistency matter, blindly following "best practices" can trap you in formulaic thinking. The key is understanding when to apply them, when to break them, and recognizing when someone's just trying to sell you something disguised as a best practice.
3 minute readYour 2025 guide to Black Friday/Cyber Monday performance marketing
TL;DR
7 minute read
What makes a good marketing audit?
TL;DR A proper audit has two components: performance marketing (finding wasted spend and scaling opportunities) and analytics foundation (ensuring your tracking setup is accurate). Focus on immediate wins like pausing zero-conversion keywords, implementing server-side tracking, and setting up automated alerts. Expect 5-15% variance between platforms—anything higher signals broken tracking. Document everything, audit quarterly, and prioritize fixes by ROI impact.
4 minute read
Beyond attribution: understanding the incremental impact of your marketing
Originally published September 2023, updated July 2025 for relevancy TL;DR The world of marketing measurement is complex and traditional attribution methods often fail to share the whole story. We believe that incrementality is a more reliable determiner of revenue outcomes than many attribution models. Incrementality is all about measuring the real impact of our ads – the stuff that wouldn't have happened without them. We measure incrementality in two ways: experiments and testing media mix modeling To get started, we suggest running small experiments and begin building an understanding of how different media channels contribute to top-line revenue.
9 minute read
What is AI doing to SEO and paid media performance?
TL;DR: AI is changing SEO and PPC, not killing them. Answer Engine Optimization (AEO) and Generative Intelligence Optimization (GIO) are key. SEO and PPC teams must work together. Use PPC insights to inform SEO (landing pages, schema, mobile design, keywords, negatives, site structure, content). Unified strategies reduce waste and improve results.
7 minute read
Ad targeting: is it really that precise?
Ad targeting is one of the biggest selling points of digital marketing, but how accurate is it really? In this episode, we challenge the assumption that ad targeting is as precise as marketers believe. We discuss the pitfalls of audience segmentation, the over-reliance on machine learning, and the growing importance of creative in a world where targeting is becoming less effective.
3 minute readAnswering your biggest performance marketing questions
Performance marketing is constantly evolving, and we know you have questions. In this special Q&A episode, we took your questions about performance marketing, from AI’s impact to reporting best practices and answered them in this wide-spanning conversation.
3 minute read