Acquisition 38 min
The Digital Markets Act: What It Gives Advertisers, and What It Withholds
If your ads reach people in Europe, EU law grants you a free daily record of what you actually paid, per ad. Almost no one claims it.
Resources
Growth, explained.
Practical guides on B2B branding, web and paid acquisition. We talk strategy the way we would with a peer, without the jargon.
Browse by theme: branding, websites, paid acquisition, growth.
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- Acquisition 23 min
B2B Prospecting Channels: No Neutral Source Measures Them
No US institution measures channel performance. And a landmark study says the number you want cannot be cheaply produced, by them or by you.
- Acquisition 23 min
What a Trade Show Booth Actually Costs, and Who Is Counted
At one audited show, 39 per cent of the headline attendance was exhibitor staff. The space is about half the cost of being there.
- Acquisition 24 min
Direct Mail to Businesses: Where the Price Grid Breaks
An eighth of an inch too thick doubles the postage. And the only response benchmark in the channel is published by the channel's own trade association.
- Acquisition 24 min
Cold Calling B2B: Which Rules Reach You, and Which Do Not
The Do Not Call Registry is written for residential subscribers. The rule that does reach business calls keys on the number type, not the person.
- Acquisition 24 min
Cold Email: The Sender Rules Do Not Formally Apply in B2B
The bulk sender rules do not formally apply to B2B. No public registry holds email addresses. And open rates broke in 2013, not 2021.
- Acquisition 27 min
What you buy when you buy video
A view runs from zero to thirty seconds depending on who sells it. On two platforms a views objective bills by impression. Completion is tied to no sale.
- Acquisition 26 min
What a private marketplace actually guarantees
Under ten domains, 0.02% junk inventory. Over five hundred, 19.8%, open-auction quality at double the cost. The deal ID verifies none of it.
- Acquisition 27 min
Auditing your own ad supply chain
Of 67 advertisers who wanted access to their own delivery data, 46 never got it: their contracts forbade it. Here is what to fix, and in what order.
- Acquisition 25 min
The impressions nobody can measure
Of every $1,000 entering a demand-side platform, $150 buys impressions whose visibility was never determined. It appears on no report, and it beats the fees.
- Acquisition 29 min
Why CPM varies so much between platforms
CPM is not a price, it is a quotient. The denominator is not standardized, most of the numerator never reaches the publisher, and no average is published.
- Branding 24 min
What Founder Visibility Actually Costs
Celebrated chief executives underperformed by 15 to 26 percent over three years while their own pay rose 44 percent. And the audience you build is not yours.
- Growth 22 min
Fill Your Competitive Benchmark Backwards
A grid built forward ends with everyone scoring three out of five. Build it from the decisions you owe, and know that adding rows changes which competitor wins.
- Acquisition 23 min
You Are Not Mapping a Buyer. You Are Mapping a Committee.
A journey map has one lane. A buying group runs from five to 16 people, and 74 percent of buyer teams show unhealthy conflict. Map the group instead.
- Branding 23 min
What Does Your Value Proposition Give Up?
No box in the template asks what you abandon. The method that does measure a trade-off breaks down above six attributes, where most positioning starts.
- Growth 25 min
Build a Persona You Can Actually Be Wrong About
A persona with more than nine attributes matched nobody in five of six real datasets. And the researchers who tested the method place it outside science.
- Branding 24 min
What Brand Storytelling Can and Cannot Do
The most repeated number in this field has no source, and the citation chain breaks in a traceable place. What is measured instead, and what cuts against it.
- Branding 23 min
Employer Brand Without the Invented Numbers
The three statistics behind every employer brand pitch come from one company. Two can no longer be reached at their source, one is an index with no units.
- Branding 25 min
Approving a Creative Direction Without Relying on Taste
Show one creative route and people judge it one way, show two and the judgment reverses. Asking them why they prefer one degrades the choice they make.
- Branding 27 min
Building a Moodboard That Forces a Decision
A moodboard exists to eliminate directions, not to collect pretty things. And the moment it leaves your machine, the images on it stop being a design question.
- Branding 28 min
Commissioning Brand Guidelines: What You Own When You Pay
Under United States law a commissioned logo cannot be a work made for hire. Copyright stays with the designer until a writing they signed says otherwise.
- Branding 26 min
Measuring Brand Perception Without Fooling Yourself
You decide your identity, you observe your image. The profession that sells the measurement publishes eleven disclosure rules. Most surveys fail the first.
- Branding 22 min
Does B2B Branding Drive Revenue?
Yes, on a thinner evidence base than either side admits: fewer than fifty B2B cases, and a standard saying brand strength does not predict choice.
- Branding 23 min
How Long Does Brand Building Take?
The six month figure is a crossover point in self-graded award entries, not a delay. The one randomized experiment on the question says something harder.
- Branding 22 min
Logo Design: What the Research Actually Establishes
Peer review measured logos nobody had seen, with the brand name removed. The authors say so themselves. Three findings survive it, one popular claim does not.
- Branding 22 min
Rational or Emotional B2B Ads: Read the Questionnaire
The emotional label is a box the agency ticks, on the form where it grades its own result. 68 percent against 61, on 33 cases, and not marked significant.
- Acquisition 23 min
Ranking Your Channels as a Trades Business
Every channel costs money or hours. What each one demands, which figures used to compare them have no source, and the one effect that was actually measured.
- Acquisition 22 min
Home Services: Renting Demand or Building It
A business with no storefront has its own published rules, and they decide what you can own. What a lead platform sells you, and what accumulates instead.
- Acquisition 26 min
B2B Newsletter: Cost and Measurement
The thresholds have not moved since 2024. The enforcement has. And three of the rules people quote have no primary source at all.
- Acquisition 24 min
Organic Social Benchmarks Do Not Exist
No platform has ever published an average organic reach figure, and the metrics differ so much that a cross-platform benchmark is arithmetically impossible.
- Acquisition 23 min
Paid or Organic for a Local Storefront
Google defines the third local ranking factor as how well known a business is. That is not a search problem, and it changes what advertising can buy you.
- Acquisition 23 min
The Real Cost of Social Selling
The peer-reviewed evidence is weaker than the vendor claims, the index everyone optimises has no published formula, and the famous statistic has vanished.
- Acquisition 24 min
Does Local Search Apply to Your B2B Company?
Google's eligibility test is one sentence, and many B2B companies fail it. What the rules say, the three ranking factors, and the statistic with no source.
- Acquisition 20 min
Where Inbound Marketing Came From
The company credited with coining it swore a first-use date of 2008 to the trademark office, and the phrase appears in the book record from the 1970s.
- Growth 21 min
Paid, Earned, Shared, Owned
The acronym was coined in May 2010 by someone else. The post everyone credits does not contain it, and the trademark declares a first use three years later.
- Acquisition 24 min
Paid or Organic for an Online Store: The Experiments
A retailer switched off its brand-keyword ads and organic search caught 99.5 percent of the clicks. Its measured return on the rest was negative 63 percent.
- Growth 25 min
Does a White Paper Still Work?
Nobody has published a measurement of how much of a downloaded document gets read. And the numbers used to justify writing one do not survive tracing.
- Acquisition 25 min
Landing Pages: What Changes Between Search and Social
Not the design. One visitor typed a question, the other was interrupted. Both platforms publish what they judge your page on, and the lists differ.
- Branding 22 min
An Editorial Line for B2B
An editorial line is a list of things you will not publish. The surveys that tell you which formats work are surveys of marketers, not of readers.
- Growth 25 min
What alignment research actually found
A survey of 337 business units found that some differences between sales and marketing improve performance. None of the famous statistics survives its source.
- Growth 23 min
What your first marketing hire actually costs
The salary is 68.5% of it. The federal numbers for the four job titles you are choosing between, why the metro spread is 2.8x, and what nobody publishes.
- Acquisition 25 min
Using content your customers made
Your customer filmed it, you paid for the campaign, and you own none of it. Three separate bodies of law govern a customer video, each needs its own document.
- Web 24 min
What a slow website actually costs
The 7% figure comes from a 2008 survey of 160 executives. Here is what has actually been measured, and where your site sits against sixteen million others.
- Branding 27 min
Checking a name you can actually keep
A generator hands you fifty options. Four published tests decide which of them you can own, and the most memorable ones fail for the same reason.
- Acquisition 29 min
Marketing automation for a small B2B team
The most-quoted number in marketing automation has no source. The rules your sequences must satisfy do, and so do the thresholds Gmail and Yahoo enforce.
- Acquisition 26 min
Pixels, Browsers and the Conversions API
Third-party cookies are not going away in Chrome, and Google said so three times. The reason to send conversions from your server is a rule few have read.
- Web 24 min
Writing a Website Brief
The brief that specifies features before anyone has looked at the problem is the one that produces a site nobody uses. Two governments publish the alternative.
- Web 25 min
B2B Website Usability That Is Testable
Most usability advice is taste. Six requirements added in 2024 are not: they have numbers, they apply to your forms, and almost no B2B site meets them.
- Web 22 min
From Website to Booked Meeting
One controlled study nearly doubled first-attempt form success. Most of the advice built on top of it has no sample size at all.
- Web 23 min
What a B2B Homepage Has to Do
Attention is front-loaded, not fold-bounded. The measured figures are more useful than the folklore, and one of them is twenty years old.
- Web 25 min
Site Structure and Breadcrumbs
Google says it does not read your folder structure to understand your site. It reads your links. That single sentence rewrites most architecture advice.
- Web 21 min
A Design System a Small Team Can Maintain
Two governments publish theirs, including the parts nobody copies: the rule for admitting a new component, and the status that means stop using this.
- Web 24 min
Landing Page Structures by Objective
Choosing a structure is easy. Knowing whether it worked is the hard part, and the published experimentation data says most teams are reading noise.
- Branding 26 min
Naming a B2B Brand, and Clearing It
The name that describes your business best is the name you cannot own. The USPTO publishes the spectrum, the refusal grounds and the figures behind it.
- Web 26 min
Choosing and Keeping a Domain Name
You do not own your domain. ICANN says so in those words. What follows from that governs transfers, expiry, disputes and the day you change it.
- Branding 26 min
Renaming a Company Without Losing What You Built
A rename is four migrations that most companies run as one. The published clocks say which order they go in, and which asset dies quietly if you get it wrong.
- Branding 26 min
Brand Color: What the Research Actually Shows
The color meaning chart is a genre, not a finding: the field's own leading review calls the literature nascent. Here is what is actually established.
- Branding 26 min
Brand Typeface Licensing, Explained
You do not buy a font. You buy a set of permissions, sold separately, metered differently, and the one covering your website is billed on traffic.
- Branding 24 min
Logo File Formats and When to Use Them
The vector file is a source, not a delivery format. Three ways to put an SVG on a page behave differently, and the favicon rules changed.
- Branding 24 min
Brand Tone of Voice That Survives Contact
Most voice guides are adjectives nobody can apply. The only published standards for clear writing are functional, not numeric, and one of them is enforceable.
- Acquisition 26 min
LinkedIn Ads vs Google Ads in B2B: The Cost Per Lead Gap
Same panel, same year: LinkedIn and Google Ads clicks cost almost the same. The leads do not. Why the comparison you have been shown is the wrong one.
- Acquisition 26 min
Programmatic Advertising: Where Your Money Actually Goes
A regulator measured it: publishers receive about 65p of every advertiser pound. A US study found 36 cents reaching the consumer. The whole chain, sourced.
- Growth 24 min
Customer Data Before You Have a CRM
A spreadsheet carries the same obligations as a platform. Deletion has to reach your vendors, and you now have to have decided how long you keep things.
- Acquisition 24 min
TOFU, MOFU, BOFU: A 1898 Model and What It Still Explains
The funnel descends from AIDA, whose authorship historians dispute. Buying does not descend. What the three stages still explain, and where they mislead.
- Growth 25 min
Using Client Names, Logos and Results
A logo wall implies an endorsement. A case study with a number is a performance claim. US law treats both as statements you have to be able to back.
- Web 27 min
Conversion Rate: The Denominator Nobody Checks
Ad blockers and consent refusal cut the visitor count before you divide. What is actually in that denominator, and what it does to the ratio.
- Web 24 min
What US Law Requires on a B2B Website
No federal cookie law and no legal notices page. One privacy policy is genuinely mandatory, with no size threshold, and it applies to a two-person firm.
- Web 23 min
Consent on Lead Capture Forms
US law does not ask for consent before your form. It asks for notice at the moment of collection, and forbids collecting at all without it.
- Acquisition 25 min
CAC at Low Volume: Why the Number Moves When Nothing Does
On a handful of deals a quarter, a customer acquisition cost swings by chance more than by decision. What is actually readable, and what the 3:1 rule never was.
- Acquisition 26 min
Urgency and Scarcity Claims That Hold Up
A countdown timer is a factual claim. So is 'only 3 left'. US law requires you to have a reasonable basis for both before you publish them.
- Acquisition 26 min
Cost Per Click: Three Different Numbers Wear the Same Name
Your max CPC, your actual CPC and your average CPC are three different objects. The third is an amount nobody was ever charged, and your benchmark is a median.
- Growth 28 min
Customer Reviews: What US Law Allows
Since October 2024 there is an actual rule, with civil penalties per violation. It permits more than people think, and forbids one thing almost everybody does.
- Acquisition 26 min
Cold Email: What US Law Actually Allows
There is no opt-in requirement and no B2B exemption. Both facts surprise people, and the second one is the expensive surprise.
- Acquisition 24 min
Changing Agency Without Breaking Campaigns: What Survives
A Meta ad account created in an agency's portfolio can never be moved out of it. Google says account-level history does not exist. Plan the handover on that.
- Growth 24 min
What Agency Reporting Must Contain, and Where It Stops
Three things a report should let you verify. The third is what the agency was paid, and the industry's own literature explains why that one is missing.
- Acquisition 28 min
Media Buying: What It Is, How It Works, How Agencies Bill
Media buying is now an auction, not a negotiation. Where the money actually goes, the eleven words you need, and what US survey data says about agency fees.
- Acquisition 26 min
CPM: What Cost Per Thousand Impressions Actually Measures
CPM is no longer a rate you negotiate, it is an auction output. The published US benchmarks disagree by a factor of three, and a low CPM often costs more.
- Acquisition 27 min
Cost Per Lead: The Number Nobody Defines the Denominator For
The CPL formula is trivial. What is not is deciding what counts as a lead, and the one standards body that defines it means something else entirely.
- Acquisition 26 min
Click-Through Rate: The Ratio Three Trades Can Inflate
CTR goes up when you narrow targeting, prune a list or overpromise in a headline. None of that improves anything. And when a gap is actually real.
- Web 23 min
Choosing a B2B SEO Provider: Google Wrote the Questions
Eight questions Google publishes, the warning signs it lists, and why a ranking guarantee is a legal exposure and not merely a bad promise.
- Acquisition 25 min
Google Ads Account Structure for B2B: Intent, Not Volume
Search volume is the wrong selection criterion in B2B. How to structure by intent, and three places Google's documentation contradicts common practice.
- Web 21 min
The Website Maintenance Contract: The Five Gaps in Scope
Most maintenance contracts cover updates and backups. The failures that actually take a B2B site down are certificates, redirects and the person who left.
- Web 23 min
B2B Website Hosting: What It Actually Decides
Server location is not a definitive ranking signal, in Google's own words. Time to first byte is not a Core Web Vital. Two hosting claims, both qualified.
- Web 23 min
Website Migration: Keep the Redirects at Least a Year
Google publishes the retention period, the chain limit and which moves its change of address tool covers. Most migration checklists get the last one wrong.
- Web 23 min
Technical SEO: Three Requirements, Not a Sixty-Point Audit
Google publishes exactly three minimum technical requirements. It also says most sites should not read its crawl budget guide, and gives the page count.
- Web 25 min
Website Speed: What Matters, and the Number That Never Was
The 100ms claim traces to a 2006 blog post containing no number at all. The real experiments were run by search engines and found far smaller effects.
- Web 25 min
Web Accessibility: Thousands of US Lawsuits, No US Standard
Thousands of accessibility cases a year, under a regime that sets no technical standard for private business. Europe has the standard and almost no suits.
- Web 24 min
AI Overviews and Organic Traffic: Estimates Run 5% to 58%
The SEO tools say 58%. The two studies with causal designs say 40% and 5%. Google says stable, and publishes no figures at all.
- Growth 22 min
What a Marketing Dashboard Structurally Cannot See
One platform credits a conversion for 30 days by default, another for 90. Six structural reasons a consolidated dashboard cannot make the numbers reconcile.
- Web 23 min
The Tracking Plan Is a List of Things You Refuse to Measure
Every event you add costs cardinality, review time and a reason to argue. The useful document is the one that says no, and records why.
- Web 23 min
What GA4 Does Not Show You
Four mechanisms silently remove or alter data before you see it. Three publish exact thresholds. The one that hides the most publishes no number at all.
- Acquisition 22 min
How Many Creatives to Test: A Platform Withdrew Its Number
Six or fewer per ad set was official guidance in a February 2025 capture. It is gone from the live page. What remains is a ceiling, a duration, and no budget.
- Acquisition 24 min
The Meta 20% Budget Rule Does Not Exist
Meta publishes exact thresholds everywhere else: 50 results in seven days, 17 purchases plus 5. On budget changes it publishes no percentage at all.
- Acquisition 25 min
The Media Plan: What Is Standardized, and What Is Habit
Reach, frequency and GRP have exact published formulas. The three-exposure rule inverts what its author argued, and no platform publishes a frequency.
- Acquisition 25 min
Why B2B Ads Fail: The 77% Figure and Who Owns the Evidence
The figure is real and published. The scale was never validated on B2B advertising, and everyone who produced it sells to advertisers who believe it.
- Web 23 min
The Thank You Page, and Who Published the 5-Minute Rule
The 21x figure is not from Harvard. It comes from a 2007 study co-published by a company selling software that dials leads faster.
- Web 24 min
How Many Landing Pages? What the 7x Study Cannot Tell You
The figure exists, the sample is disclosed, and the arithmetic is fine. It compares companies, not strategies, and the source itself says correlate.
- Web 23 min
How Many Form Fields? The Founding Study Had Ten Conversions
The 120% figure is real and traceable. It rests on 10 submissions before and 26 after, a year apart. The largest dataset points the other way.
- Acquisition 28 min
Message Match: The Mechanism Everyone Gets Backwards
The platform says the words do not have to match. It says the promise does. And the score people optimise for is not an input to the auction at all.
- Web 27 min
Call to Action: What You Can Verify, and What You Cannot
The famous button tests publish no per-variant sample size. The accessibility thresholds are exact, normative, and checkable without a single visitor.
- Web 25 min
GA4 Bounce Rate: The Same Word, Measuring Something Else
It is now the inverse of engagement rate, so it carries no information that metric does not. And on a landing page it was always the wrong instrument.
- Web 25 min
Dedicated Landing Page or Website Page: What Decides It
The rule is not that paid traffic needs a dedicated page. It is that a page you cannot maintain is worse than a site page you already do.
- Acquisition 25 min
The Meta Ad Library: What It Shows, and What It Never Will
No budgets, no impressions, no end dates, and outside the EU no commercial ads at all. The gap between what people expect and what the law actually requires.
- Acquisition 27 min
Meta Ad Formats: Only Four, and Thirty Automatic Changes
The ads guide documents four formats. The specs change with every placement, one objective hides your call to action, and thirty enhancements alter it.
- Acquisition 24 min
How Long Should a Video Ad Be? The Platforms Disagree
One recommends under 15 seconds with no data. One recommends 15 to 30 for placement eligibility, not attention. The two with the most data say nothing.
- Acquisition 24 min
Hold Rate: A Metric No Standards Body Has Ever Defined
It appears in no industry glossary, no measurement guideline and no platform documentation. The two definitions in circulation divide incompatible metrics.
- Acquisition 25 min
The Ad Hook: Three Seconds, Five Seconds, or Neither
Every platform names a different number for the opening seconds. Only one of them cites research, and its number turns out to be the skip button.
- Acquisition 28 min
UGC or Studio Creative in B2B: Where the 4x Claim Comes From
The 4x figure has no published study behind it. What does exist: a federal rule since October 2024 that puts the advertiser, not the creator, on the hook.
- Acquisition 23 min
Video or Static Ads in B2B: What One Open Dataset Shows
On the same B2B panel, static images beat video on cost per lead across three platforms. And the cheapest format of all is neither.
- Acquisition 22 min
Demand Generation vs Lead Generation: Two Different Jobs
Two different jobs share one label. One is measured in a quarter, the other is not, and that asymmetry is why the second one keeps getting cut.
- Acquisition 23 min
Meta Ads or Google Ads for B2B: The One Fact That Decides
Google answers a question somebody asked. Meta interrupts a scroll. On one B2B panel of 153 advertisers, a Meta lead cost $145 and a Google Ads lead $524.
- Acquisition 24 min
Marketing Mix Modeling for a Small Company: The Arithmetic
Google's own documentation works the example: 12 channels and two years of weekly data give four data points per parameter, which it calls too low.
- Acquisition 26 min
Paid Advertising vs Organic: What the Experiments Found
eBay switched off paid search and kept 99.5% of the clicks. Then a second experiment found the opposite on contested brand terms. Both results are right.
- Acquisition 23 min
In-House or Outsourced Media Buying
The comparison is usually run on hourly cost, the one dimension where the answer does not matter. What the published data says to compare instead.
- Growth 25 min
How Long Before You Can Judge an Agency
Fifty results a week, up to three weeks to calibrate: stack the published clocks and the earliest honest verdict is later than most contracts assume.
- Acquisition 25 min
How to Choose a B2B Acquisition Agency
Who owns the ad account, what the agency earns on your spend, and what happens the day you leave. Three answers you can verify before you sign anything.
- Acquisition 24 min
Audit Your Ad Account Before You Switch Agency
Three platforms, three answers to who owns the ad account. One documents that it can never be transferred. Run this audit before you say you are leaving.
- Acquisition 10 min
Meta Ads Account Structure: Fewer Ad Sets, 50 Conversions
Modern Meta delivery rewards fewer ad sets, each with more signal. When to consolidate, the ~50-conversion learning rule, and CBO vs ABO.
- Acquisition 11 min
Do You Need Server-Side Tracking? A Decision Guide
Server-side tracking recovers conversions lost to Safari ITP and iOS, but only past a certain volume. When it pays off, what it costs, and what it will not fix.
- Acquisition 11 min
Small Business Advertising Budget: How to Calculate It
Forget the magic percentage of revenue. Your advertising floor comes from your cost per result and the volume a platform needs in order to learn.
- Web 12 min
The Best Website Platform for B2B Firms
No single platform is best for B2B, only the right one for your goal. A result-first look at Webflow, WordPress, Astro and Framer, with sourced data.
- Growth 11 min
Marketing Budget as a Percentage of Revenue: 7.7% to 9.4%
Gartner reports 7.7% of revenue, The CMO Survey 9.4%. B2B products sit at 6.4%, B2B services at 9.0%. Why the ratio still hides your real number.
- Acquisition 11 min
Meta Advantage+: When It Helps and When It Hurts
Meta Advantage+ can complement your manual campaigns or cannibalise them. The real conversion thresholds, the independent data, and what B2B should expect.
- Web 9 min
B2B Website Redesign: 7 Measurable Signs It’s Time
Redesign your B2B website when the numbers say so, not when it looks old. Seven measurable signs, the cost of waiting, and how to redesign without losing SEO.
- Branding 11 min
Brand Guidelines vs Visual Identity: The Real Difference
Visual identity is the graphic toolkit, brand guidelines are the rulebook, and the brand platform is the strategy above both. How the layers fit.
- Branding 10 min
Brand vs Performance Marketing in B2B: The Real Split
Brand vs performance marketing in B2B is not a sequence but a permanent budget split. What the 60/40 rule, the 95-5 rule and the evidence really say.
- Growth 10 min
Integrated Marketing Agency: Why B2B Consolidates
An integrated marketing agency runs brand, web and acquisition as one system. Why B2B firms consolidate, when specialists still win, and what it saves.
- Acquisition 11 min
Creative Fatigue Metrics: The Signals That Actually Work
Frequency is a weak signal for creative fatigue. The metrics that actually flag a dying Meta ad: cost per result, the CTR and CPM crossing, and cadence.
- Acquisition 11 min
How to Calculate Customer Acquisition Cost (Fully Loaded)
The customer acquisition cost formula is one line. What changes everything is scope: fully-loaded costs, blended CAC vs paid CAC, and CAC by channel.
- Acquisition 12 min
Why Does ROAS Drop When Scaling? A Diagnostic Guide
ROAS drops when you scale for four separate reasons: audience saturation, creative fatigue, learning resets and measurement noise. How to tell them apart.
- Branding 10 min
B2B Brand Strategy Framework: The Brand Platform Explained
A B2B brand strategy framework, or brand platform, sets your purpose, positioning, values, personality and messaging. What it contains and how to build it.
- Branding 9 min
Does Branding Lower Customer Acquisition Cost?
Yes, branding lowers customer acquisition cost, but indirectly. What Binet and Field, the IPA and the 95-5 rule prove, and the numbers blogs get wrong.
- Growth 9 min
The Hidden Cost of Multiple Marketing Agencies
Running separate agencies for brand, web and ads adds hidden costs of coordination, broken attribution and lost context. Here is how to price them.
- Web 13 min
Anatomy of a High-Converting B2B Landing Page
The sections a high-converting B2B landing page needs, annotated one by one, with US benchmarks for conversion rate, form fields and lead response.
- Acquisition 11 min
How Much Do Facebook Ads Cost in 2026? Real Numbers
Facebook ads have no single price but two costs: auction media spend and management. Real 2025 US CPM, CPC and CPA benchmarks, sourced and explained.
- Web 12 min
How Much Does a B2B Website Cost? US Price Ranges
A custom build runs $10,000 to $50,000, a lead-generation site past $100,000. What puts a project at the top of the range, and the cost of ownership.
- Acquisition 13 min
How to Split Budget Between Google and Meta Ads in B2B
How to split budget between Google and Meta Ads in B2B: the three variables that decide it, an ideal split, the 70/30 rule, and when LinkedIn is worth it.
- Growth 11 min
In-House vs Agency Marketing: The Honest B2B Call
Neither model wins outright. What a senior in-house hire truly costs in the US, when to build a team, and why B2B lands on a hybrid model.
- Acquisition 11 min
ROAS vs MER vs CAC vs LTV: Which Metric to Run On?
No single acquisition metric tells the truth alone. How ROAS, MER, CAC and LTV differ, why a 3:1 LTV:CAC is the floor, and which one to run on by stage.
- Acquisition 9 min
Why GA4 and Meta Ads Conversions Don’t Match
GA4 and Meta rarely show the same conversions, and neither is wrong. Why the numbers diverge, how big a gap is normal, and which one to trust.
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