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B2B Demand Generation: The Cadence That Ends the MQL Argument
Your MQL count went up again, and sales still does not believe it. You have probably stopped defending that number and started explaining it. Would your two teams sign the same piece of paper?
Martin H.StrategyNov 6, 2026Newsletter Analysis: What Your Open Rate Can't Tell You
Your newsletter analysis counts a server fetching an image as an open, and nothing marks which ones had a reader. You still report it, because it moves and feels like a score. Which of your metrics survives if that column vanishes?
Martin H.ReportingNov 6, 2026Marketing Funnel Stages: Every Stage Ends at an Event
Your funnel diagram has a number nobody in the room chose. It came from a slide, then a template, then a tool default, and it has read as fact since. Can you name the event that closes your second stage, or only the label on the box?
Martin H.ReportingNov 6, 2026Brand Advocacy: The Four States Your Dashboard Blurs
Your advocacy column holds four states under one label, so the number you report is often evidence of a state you already passed. Can you name one customer who spoke up unprompted, and date it?
Martin J.Nov 5, 2026Employee Advocacy Program: The Review Queue, the Policy and Week Three
Someone in your company is still waiting for approval on a post about an event that ended three weeks ago, and the next one never got written. How long did your last ten posts wait?
Martin H.Social mediaNov 5, 2026Referral Program Examples: What the Famous Six Still Do, and What They Stopped Doing
Robinhood retired the free-share offer that every round-up still prints, and the field's most careful page ran the check and missed it anyway. Which version of that reward are you about to copy?
Martin J.StrategyNov 5, 2026Customer Referral Program: How to Measure It, Price It and Know When to Stop
Your referral program pays the same reward whether the customer was going to buy anyway or not. Which of the two did you pay for last quarter? The benchmark everyone quotes has no source, and your own threshold was never in the launch plan.
Martin H.StrategyNov 5, 2026Field Marketing Strategy: The Region Owns the Number, Not the Head Office
You can defend a field budget for nine months on activity, and then one review ends it. The region that cannot price its own meetings is asking head office to guess. So what does a meeting in your territory actually cost you?
Martin H.Nov 4, 2026
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