B2B Marketing Playbooks
Tactics from $50M+ in managed ad spend across 87+ B2B clients. Each playbook pairs with a 42/ essay that makes the case.
The three playbooks people keep reading
If you only read three, read these.
Lead Scoring Framework
Two-axis ICP × engagement scoring. Decay logic, MQL calibration, the full model — plus the PDF template.
Read playbook →Closed Lost Revival
The 6-18-month-old closed-lost cohort is your cheapest next pipeline. Trigger logic + sequence templates.
Read playbook →ABM Enrichment
Buying committee mapping with Clay + HubSpot. Why point solutions keep beating monolithic ABM platforms.
Read playbook →Foundation
Tracking, data model, and attribution. Nothing else compounds without this.
HubSpot Setup Checklist
Workflows, lifecycle stages, lead routing, and the data model that makes HubSpot actually useful.
Read playbookThe First 90 Days
The audit-before-acting playbook for new marketing leaders.
Read playbookConversion Tracking Setup
GCLID, UTMs, server-side, attribution models — the full tracking stack that captures pipeline.
Read playbookDemand & Pipeline
Signals, scoring, and sequences that move accounts down the funnel.
Lead Scoring Framework
Two-axis ICP × engagement scoring with decay logic and MQL calibration.
Read playbook + PDFIntent Signals
First-party + third-party intent taxonomy, vendor comparison, and intent-to-action sequences.
Read playbook + PDFABM Enrichment
Buying committee mapping with Clay + HubSpot. Best-of-breed beats monolithic ABM platforms.
Read playbookDemand Gen for PLG
Product signals as lead signals. PLG motion without losing sales velocity.
Read playbookChannels
Tactics from $50M+ in managed paid spend across LinkedIn, Google, and Meta.
LinkedIn Campaign Structure
Audience layers, SaaS patterns, retargeting tiers, and bid strategy from $50M+ in spend.
Read playbookGoogle Ads for B2B
Broad match + intent layers + strong exclusions. SKAG is mostly dead.
Read playbookMeta CAPI Setup
B2B on Meta actually works — with proper CAPI + lookalike modeling.
Read playbookNurture & Recovery
Sequences for the gap between interest and revenue — and the pipeline hiding in your CRM.
Lead Re-engagement
Revive dormant CRM contacts. Multi-channel sequences + sunset policy.
Read playbook + PDFClosed Lost Revival
Your best next pipeline. Timing triggers, champion tracking, win-back, post-demo sequences.
Read playbookEvent Follow-up
Event ROI dies in the follow-up. Here's the sequence that fixes it.
Read playbookWebinar Promotion
Pre-event sequencing that actually fills the webinar.
Read playbook