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The Attribution Trap:
 The Cost of Perfect Attribution
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Directive Voices: Ask Your CFO What PR Drove Last Quarter. See What Happens.

The Podcast for B2B Leaders

Tune in to the GTM Confessions podcast, where we interview top B2B leaders to uncover the strategies and secrets driving their greatest successes.

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Latest Episodes

GTM Confessions EP 04: The Marketer With No Industry | Brandi Eppolito, CMO at Moxie
Brandi Eppolito, CMO at Moxie, has gone from ecommerce to K-12 to DEI hiring to EdTech to medspas. This episode digs into whether
GTM Confessions EP 03: The CRO Who Keeps Starting Over | Matt Schatz, CRO at Hivelocity
Matt Schatz, CRO at Hivelocity, has rebuilt revenue organizations six times across Rackspace, WP Engine, Bazaarvoice, and more. This episode breaks down what
GTM Confessions EP 02: A Letter To Marketing From A CRO | Kevin Feagan, CRO at Cleverbridge
Kevin Feagan, CRO at Cleverbridge, says what most CROs won't say on camera. What marketing reports that means nothing to sales, and what
GTM Confessions EP 04: The Marketer With No Industry | Brandi Eppolito, CMO at Moxie
Brandi Eppolito, CMO at Moxie, has gone from ecommerce to K-12 to DEI hiring to EdTech to medspas. This episode digs into whether
GTM Confessions EP 03: The CRO Who Keeps Starting Over | Matt Schatz, CRO at Hivelocity
Matt Schatz, CRO at Hivelocity, has rebuilt revenue organizations six times across Rackspace, WP Engine, Bazaarvoice, and more. This episode breaks down what
GTM Confessions EP 02: A Letter To Marketing From A CRO | Kevin Feagan, CRO at Cleverbridge
Kevin Feagan, CRO at Cleverbridge, says what most CROs won't say on camera. What marketing reports that means nothing to sales, and what
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S1E1: Dinosaurs, leave-behinds, and the art of evoking jealousy.
S1E2: Applying the Liquid Death shock value to B2B marketing.
S1E3: Being singularly focused, versus being everything to everybody.
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Latest Blogs

  • Media Relations
Press Release Distribution vs. Media Outreach: How to Choose the Right Approach
Media outreach works when the story fits a reporter’s beat, audience, and...
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  • Guides, Influencer
Top 25 B2B Finance Influencers Informing Investment Decisions
B2B finance influencer expertise spans cash flow, profitability, planning, pricing, valuation, and...
  • Guides, Media Relations
The Complete Guide To Successful Media Relations For B2B
Measure media by connecting placement quality and message pull-through to search, referral,...
  • Directive Perspectives, Thought Leadership
AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
"Ultimately, if we drive visibility without strategy, those metrics are just data...
  • Uncategorized
How to Build a B2B Tech PR Strategy That Earns Buyer Trust

Key Takeaways Enterprise tech PR isn’t just a bigger media push. It...

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Directive leadership shares market insights and practical advice to guide B2B strategy and investment.
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Our Guides

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  • Media Relations
  • Webinar
Press Release Distribution vs. Media Outreach: How to Choose the Right Approach
Top 25 B2B Finance Influencers Informing Investment Decisions
The Complete Guide To Successful Media Relations For B2B
AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
How to Build a B2B Tech PR Strategy That Earns Buyer Trust
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Directive Voices: More Clicks Isn’t The Point In B2B E-Commerce
Lauren Marks explains why optimizing for traffic fails in B2B ecommerce — and why the real conversation starts with channel strategy, MAP enforcement,
B2B TikTok Targeting Guide: Audiences, Interests, and Lookalikes
The strength of TikTok is combining audience signals, first-party data, and machine learning to find people likely to engage and convert.
YouTube Shorts For B2B: How To Build A Pipeline Channel With Short-Form Video
B2B buyers use YouTube to solve real business problems long before they request a demo.
The Ultimate LinkedIn Influencer Marketing Guide for B2B
B2B influencer marketing fails the moment you apply B2C playbooks to an enterprise buying committee.
How to Run Facebook Lead Generation Ads Without Low-Quality Leads
Facebook lead quality is designed across the full operating path: the offer, audience, form, CRM, routing rules, sales response, and optimization signal.
How to Run B2B Video Ads That Generate Pipeline
B2B video budgets usually get scrutinized for the wrong reason. The production cost is visible immediately. The revenue impact is not.
B2B Instagram Ads: Why They Work and How to Build Pipeline
Your next enterprise buyer may see your category POV on Instagram hours before reviewing a vendor shortlist at work.
YouTube For B2B Marketing: The Ultimate Guide To Building A Pipeline Channel

Key Takeaways YouTube is an underused B2B pipeline channel because too many teams still treat it as awareness media. Organic
TikTok Ads Manager Reporting For B2B: What To Track, Trust, and Optimize
TikTok only credits conversions inside the attribution window you select, leaving much of a long B2B buying journey invisible inside the platform.
A Strategic Guide to Instagram Retargeting Ads for B2B
Instagram retargeting earns a place in a revenue-first B2B paid social strategy when it does more than recover abandoned traffic.
How to Capture B2B Demand with LinkedIn Lead Gen Forms
LinkedIn Lead Gen Forms are useful because they remove friction at a moment when buyers are already self-educating.
LinkedIn Ads Management: Building a Better B2B Growth Engine
Most conversations about LinkedIn ads management focus on the work happening inside Campaign Manager.
An Executive Guide to B2B Thought Leadership Agencies
B2B thought leadership agencies identify where market perception needs to move, build the expert portfolio, manage the partnership program, protect the brand, and
How YouTube Ads Earn Their Place in a B2B Media Budget

Key Takeaways YouTube earns budget when it changes the questions buyers bring into search, sales, and vendor evaluation. Reach matters
B2B Paid Social: The Strategic Guide to Building Pipeline Across LinkedIn, Meta, and More
Paid social is one of the few channels where B2B marketing leaders can choose the market they want to influence before buyers show
YouTube Targeting Guide for B2B: Audiences, Topics, Keywords, and AI
Buyers use YouTube to understand categories, compare approaches, evaluate vendors, watch product walkthroughs, follow subject-matter experts, and validate assumptions before they speak to
How to Turn LinkedIn Video Ads Into An Efficient Growth Channel
Broad, strategically defined audiences create the reach needed to build familiarity, while retargeting and account-based programs become progressively more effective as buyers move
SaaS Sales: A Strategic Playbook for More Efficient Revenue Growth
The conversation around SaaS sales has become too focused on pipeline creation and not focused enough on pipeline efficiency.
The B2B Guide to Reddit Ads Revenue Attribution
Strong Reddit attribution combines first-party data, standardized UTMs, Reddit Pixel or Conversions API, and CRM reporting into one measurement system.
The Complete Guide to B2B SaaS Content Marketing That Drives Revenue
Many SaaS organizations still evaluate content by traffic, rankings, and engagement because those metrics are easy to report.
The Strategic Guide to B2B Paid Search Advertising
Search has become one of the most competitive advertising environments in digital marketing, but not because the channel is becoming less effective.
Meta Conversions API: Why Better Attribution Starts With Better Signal Quality

Key Takeaways Meta Conversions API improves attribution by supplementing browser-based Pixel tracking with server-side events, giving Meta more reliable signals
Why Broad Targeting Is Killing Your Seed Startup Runway
Seed-stage founders usually think of runway as a finance problem. They calculate cash on hand, divide by monthly burn, and watch the calendar
Reddit for B2B: How Public Conversations Shape Buyer Decisions

Key Takeaways Reddit gives B2B buyers a place to validate vendor claims through practitioners, peers, and category-specific communities. Buyer research
Buyer’s Guides
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20 Retail and Wholesale Marketing Agencies That Turn Catalogs Into B2B Revenue
Retail and wholesale growth looks simple from the outside because a product, a price, and a place to buy already exist.
Videos
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Directive Voices: Ask Your CFO What PR Drove Last Quarter. See What Happens.
Kimberly Deese explains why PR budgets die in boardrooms and shares three frameworks for tying earned media to metrics your CFO actually tracks...without
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The Attribution Trap:
The Cost of Perfect Attribution

  • Tuesday, November 17
    2:30pm EST

Solving tough challenges for ambitious tech businesses since 2013.

Explore Partnership
S1E1: Dinosaurs, leave-behinds, and the art of evoking jealousy.
Garrett Mehrguth has a heart-to-heart with Alina Vandenberghe, Co-founder & co-Ceo @Chili Piper, about the merits of physical gifts from vendors, and how sales and marketing should be pointing their ship sin the same direction… or sink on their own.
S1E2: Applying the Liquid Death shock value to B2B marketing.
Think you know how to best your competition? Comparison may be the exact opposite thing you should. See why when Garrett Mehrguth sits down with Anthony Kannada, Founder & CEO at AudiencePlus.
S1E3: Being singularly focused, versus being everything to everybody.
With digital covered, how do you effectively surround an account from a physical perspective and really get them to notice you? Garrett Mehrguth gets the scoop from Corinna Owens, Fractional ABM, GTM Advisor, and podcast host.