Insight
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Are Google Ads Worth It? The Arithmetic That Answers It
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Paid search is the rare marketing decision with an arithmetic answer available before you scale. Four numbers decide it, and most businesses can only state two of them.
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Outsourced Marketing: What to Hand Off (and What Not To)
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Most marketing work can safely be outsourced, and probably should be. Four things can’t, and in most failed agency relationships one of them left the building without anyone deciding to send it.
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How to Measure Marketing ROI Without Fooling Yourself
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The marketing ROI formula is fourth-grade math. The four inputs underneath it are decisions most businesses never made on purpose, and that is what makes the number untrustworthy.
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How to Create a Marketing Plan (and the Step Everyone Skips)
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Most marketing plans fail as documents because nobody wrote down the problem the plan is supposed to solve. Here are the actual steps, and the one step that decides whether the plan can ever tell…
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How to Use AI for Marketing: Start One Layer Down
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Most advice on how to use AI for marketing hands you tools and prompts. A field experiment at Gap Inc. suggests the thing that actually moves output sits a layer underneath: what your team believes…
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Professional Services Marketing: What Actually Moves the Needle
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Most professional services marketing is built for a buyer you don’t have. Your clients arrive by referral and check you out before they call. Here’s what actually moves the needle, and the diagnostic question to…
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AI Training for Employees: You’re Training the Wrong Layer
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Your most AI-trained employee is producing work anyone could have made. The training isn’t the problem. It’s aimed at the wrong layer, and the layer that matters doesn’t fit in a workshop.
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Your AI Marketing Strategy Needs a Problem Somebody Can Disagree With
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AI multiplies whatever you point it at. Before you evaluate a single tool, state the marketing problem in a sentence somebody could disagree with. Most can’t.
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Marketing Strategy and Execution: Why Good Plans Die in the Handoff
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A good marketing plan and a busy task list can coexist for years while the work quietly drifts into generic. What is missing between them is a short set of decision rules nobody was scoped…
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Why Every Marketing Decision Compounds (or Resets)
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Three years of marketing spend can be year one, three times. Here’s what actually accumulates in marketing, the four moves that erase it, and one test to run before you approve the next spend.