Signals

Almost every marketing team now has AI somewhere in its stack. Fewer of them have anything to show for it. That gap, between adoption and actual results, is where most of the AI conversation in marketing needs to move.....

Marketing teams have never had more numbers to report. Impressions climb. Click-through rates trend upward. Follower counts grow month on month. And still, in boardrooms across the UK, the same question keeps landing .....

Demand generation and account-based marketing used to run as separate departments, more or less. One team chased volume. The other picked a shortlist of accounts and went deep. Different dashboards, different budget l.....

Consider an experiment. Imagine removing every page on your website that receives fewer than 100 organic visits per month. Most analytics dashboards would register the change as a positive one. A leaner site, a tighte.....

For roughly a decade, the dominant content strategy was volume. More posts meant more indexed pages, more ranking opportunities, more compounding traffic. The investment in content production was justified by the accu.....

Think about what has to happen before a visitor reaches a contact page. They found the organisation through some combination of search, social, referral, or word of mouth. They formed a view of whether it was worth in.....

The BetterBriefs Project, the largest global study on marketing briefs, surveyed over 1,700 marketers and agency staff across 70 countries. The headline finding was this: 80% of marketers believe they write good brief.....

58.5% of US Google searches and 59.7% of European ones now end without a click to any external website. When an AI Overview is present, that figure rises to 83%. The organic traffic reports that marketing teams have u.....

At some point in the last few years, a meeting happened in your organisation where someone said “the homepage should also speak to X.” That request was reasonable. The person making it had a real audience .....