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Practical guides on AI, automation, and getting more out of your marketing workflow.
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Outbound Lead Generation: What You Can Actually Run In-House
Outbound is sold to you as a messaging problem, then charges you for a capacity one. Three parts of the motion break before the copy does, and the order is predictable. Which one will stop your team first?
Martin J.Agencies & careersOct 23, 2026Incrementality Testing: What You Can Prove Without a Vendor
Your dashboard reports what happened. It cannot tell you what would have happened without the campaign, which is the number your budget depends on. So how many regions can you hold out?
Martin J.ReportingOct 23, 2026Marketing Operations: The Operating Cadence Nobody Documents
A campaign crosses five handoffs, and usually only one of them has a written rule. The rest run on memory until someone asks who approved what, and then the quarter is already gone. Which of your handoffs would survive a week without you?
Martin J.Oct 23, 2026Marketing Dashboard Examples: What to Cut, Not What to Copy
The screenshot that would settle which six panels belong on a dashboard has never been published, because it would embarrass the vendor. What you get instead is the gallery version. Which of your panels would you defend out loud?
Martin J.ReportingOct 23, 2026The Dark Funnel: What to Do When You Cannot Track the Research Phase
Your best deals keep arriving from somewhere your analytics cannot see. So what do you publish into that research phase instead? The usual answer is a tool, and nothing in that gap changes.
Martin J.ReportingOct 22, 2026Brand Messaging Examples: What Shipped, What Lost, and Why
You built a line you were proud of and it landed flat. What did the brand you copied argue about before its line existed? The version that lost is usually still in the file, and nobody on your team has ever opened it.
Martin H.StrategyOct 22, 2026Customer Retention Examples That Work Below Apple's Scale
You copied a retention play from a brand with more customers than you will ever have. Did it move a number that pays for it? The one figure that would answer that is the one every famous example leaves blank.
Martin H.StrategyOct 22, 2026Editorial Calendar Template: The One Field Every Free Template Leaves Out
Free editorial calendar templates give you every date except the day the work arrived. Without it, a row waiting two months looks like one that landed on Friday. Which of your open rows is older than you think?
Martin H.ContentOct 22, 2026
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