Insights on marketing strategy and measurement
Articles on marketing strategy, measurement, search and AI search from Ben Adams.
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Self-reported attribution vs software attribution: when to trust “How did you hear about us?”
Your attribution report gives the month’s credit to paid search or direct traffic, and then the buyers you talk to say they first heard about you from a colleague, a podcast or an AI search answer. If you report marketing results each month for a B2B…
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How to measure AI search visibility when organic clicks fall
The organic clicks line in your monthly report is heading down, and your rankings haven’t moved. If you report search results upward, as the lead of a small marketing team, the manager who owns SEO or the owner of a B2B company or a DTC brand,…
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B2B SEO strategy: how to build one around pipeline
Organic visits are climbing on the dashboard, and the pipeline report hasn’t moved. If you carry a pipeline target and someone has asked you to show what SEO adds to it, this post is for you, whether you run marketing, lead a small team or own…
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How to calculate CAC and LTV so finance trusts the numbers
Marketing reports one CAC, finance rebuilds it from the ledger and gets another, and you’re the one explaining the gap upward. This post is for CMOs, VPs of marketing and founders in that spot. Customer acquisition cost (CAC) is the total cost of winning one new…
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Marketing mix modeling vs multi-touch attribution vs incrementality testing: which fits your stage
If you’re a CMO or VP of Marketing at a growth-stage B2B company, you’re probably setting next year’s budget right now and working out how you’ll show it paid off. That usually means weighing marketing mix modeling vs attribution, with incrementality testing somewhere in the conversation.…
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The SEO site migration checklist: what to do before, during and after launch
You have a launch date you can’t move, a small dev team, and a memory of the last migration that makes you wince. This SEO site migration checklist is built for that: three phases, in order, with a named owner on every item.
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SEO Consultant vs SEO Agency: How to Choose When Your Team is Lean
If you lead marketing at a growth-stage B2B SaaS company, the choice between an SEO consultant vs an SEO agency usually shows up at a bad moment. Organic is flat, the board wants pipeline, and you do not have hours each week to manage a vendor.
