Most A/B tests I see are actually: A) Data B) Vibes

Companies spend heavily on marketing to get buyers’ attention, then make buyers do all the work. Find the pricing. Fill out the form. Explain their role. Describe their problem. At this point, the buyer should invoice us.

A buyer asks AI to compare six vendors, then visits your pricing page. Your funnel calls this their first touch. But really, it’s your first touch. They, however, have been busy.

Overheard in SF: “The strategy has no supporting evidence, but the deck is excellent.”

Can you believe that a third of decisions are made with vibes? What B2B marketing leaders based their last major decision on: 4% Analysts or desk research 9% Direct research with target buyers 13% Customer and sales feedback 21% Unclear from their answer 21% Internal performance data 32% Leadership or gut call 🌈 From @wynter_com

Theory Ventures asked founders what they wanted from AI in GTM. 41% said they were aiming to improve rep productivity. But the real question is: when every rep can do more, does the team win more business? Or does every buyer just receive more outreach?

A campaign can generate fewer leads, but higher quality conversations. Your reporting should make that easy to see.

If your measurement starts at the demo request, most of the sale has already happened.

Performance marketer in a zero-click world.

Marketing pays to bring them in. Sales pays to find them again. Somewhere in between, we called them “traffic.”

Your funnel recognizes buying intent only after a form fill. That’s a very expensive CAPTCHA.

We call them anonymous visitors. But some of them are in our ICP. “Anonymous” describes what we know, not what they’re worth.

Before asking for more inbound, ask how much of your existing inbound you can identify, qualify, and follow up with. There may be more opportunity in the demand gen you already paid for.

Which campaign brought people back, who explore the product, and moved them forward in the process? That’s a more useful discussion than celebrating the cheapest form fills.

We need more leads is an expensive diagnosis. Before increasing lead gen, check what happened to the people who already showed up.

When the customer who left for a cheaper option comes back.

When pipeline slows, every founder feels the urge to do more. - More emails. - More ads. - More tools. - More posts. You might not need a bigger net. Just fewer holes.

CEO: I hired you for your expertise. CMO: Then I recommend we double down on LinkedIn. CEO: My nephew thinks we should do TikTok.

PLG gets complicated when the person who loves your product has no authority to buy it. Usage can grow for months without getting you closer to a deal.

The most dangerous person in an enterprise deal is the one who joins the final call and asks what the product does.