B2B Fundamentals
B2B vs. B2C Dynamics
Longer cycles, multiple stakeholders, rational-plus-career risk calculus, and brand still matters.
Complete guideThe 95-5 Rule
Ehrenberg-Bass/LinkedIn finding: ~95% of category buyers are out-of-market at any time, advertise to be remembered, not just clicked.
Complete guideBuying Committee / Multi-Threading
Mapping and engaging the several roles (user, champion, economic buyer, blocker) inside one account.
Complete guideDemand Generation vs. Capture
Creating future demand among out-market buyers vs. harvesting existing in-market demand, different tools, both required.
Complete guideAccount-Based Marketing
Account-Based Marketing (ABM)
Treating high-value named accounts as markets of one, with sales and marketing jointly orchestrating personalized pursuit.
Complete guideOne-to-One / One-to-Few / One-to-Many ABM
ITSMA's three tiers trading depth of personalization against account coverage.
Complete guideIdeal Customer Profile (ICP)
The evidence-based definition of accounts most likely to buy, succeed, and expand, the targeting core of ABM.
Complete guideIntent Data & Account Scoring
Behavioral signals suggesting an account is researching your category, used to time and prioritize outreach.
Complete guideB2B Revenue Craft
SaaS Metrics (MRR/ARR, Churn, CAC Payback)
Skok's canon of recurring-revenue measurement that made unit economics a board-level language.
Complete guideCategory Entry Points (B2B)
The buying situations and cues a brand must attach to in memory to be considered when needs arise.
Complete guidePartner & Channel Marketing
Reaching buyers through resellers, integrators, and alliances, with co-marketing and enablement as the levers.
Complete guide