They stopped being a lead source years ago. Nobody noticed they had quietly become the thing the machines read instead of you. 1. You are not being read. You are being checked. Quoleady’s 2026 research found that 100% of the tools ChatGPT named in B2B answers had Capterra reviews and 99% had G2 listings. Not…
A company hiring a demand generation lead has a demand generation problem, has six figures approved to fix it, and has announced both in public. Nobody in marketing is reading. 1. A job ad is a budget approval with a description attached. Nobody posts a role they have not funded. By the time the listing…
The industry publications your buyers actually read run on contributed columns, have almost no staff, and receive shockingly few good submissions. 1. Trade journalism is a small number of very busy people. Most industry publications run a lean editorial team covering an entire sector. They fill the rest with contributed columns from practitioners, because there…
Insurance grew up around a book that renews whether anybody calls or not, so the whole industry is built around keeping it. Everyone else staffs the renewal with nobody. 1. Costco makes its money on the renewal, not the sale. Membership fee income has for years accounted for a sum broadly comparable to Costco’s entire…
The people who left your firm, your client and your competitor are now sitting inside twenty other companies carrying an accurate opinion of you into every one of them. 1. McKinsey built one of the most valuable networks in business by keeping in touch. Its alumni directory runs to tens of thousands of former consultants,…
Not a channel. Not a series. Not a studio. One three-minute video answering the question every prospect asks first, and then stop. 1. They are going to put you in front of an executive. In my own study, 14 buyers said the same thing: they need to see how you hold a room before they…
Delete the editorial calendar. Transcribe ten calls instead. Your best article is a sentence a real human already said out loud, with feeling. 1. An editorial calendar is a schedule pretending to be a strategy. It answers “when” with great confidence and never once answers “why this”. Publishing on Tuesdays is an operational fact, not…