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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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Weekly SEO Metrics: What to Check Weekly (and What to Ignore)
Weekly SEO reporting creates an illusion of control. Dashboards update and numbers fluctuate, leaving B2B teams to operate under the impression that performance
Sour & SaaS Episode 9: Leading Marketing at a Category-Defining Company Marcy Comer, CMO at EagleView
Marcy Comer, CMO at EagleView, breaks down what category creation, team building, and board-level marketing leadership actually look like in practice.
The Witness: How 11 Sub-Service Pages Unlocked BOFU Traffic
Directive broke its service pages into focused sub-service pages mapped to how buyers actually search — and captured dozens of bottom-funnel keywords that
How to Calculate Accurate LTV:CAC with AI in 5 Minutes
Stratos is Directive’s AI-native marketing platform built to unify CRM data, revenue inputs, and performance signals into one operating system.
How to Find a Proven B2B Creative Agency and What to Look For
B2B teams rarely lose because their creative looks bad. They lose because it fails to create clarity, credibility, and conversion across a buying
Stratos: How to Forecast 6 Months of Pipeline in Minutes (Not Spreadsheets)
Jesse Seilhan walks through how Stratos turns fragmented marketing data into a predictive forecasting engine — so budget planning is backed by mixed
AI Advertising on Generative AI Platforms: A B2B Playbook for 2026
AI advertising is not arriving as a new line item of display inventory. It is emerging as a new decision surface.
Sour & SaaS Episode 8: Demand Gen That Drives Growth with Brian Bui Demand Gen Director at Jellyfish
Brian Bui, Director of Demand Generation at Jellyfish and the original creator of Sour & SaaS, breaks down the campaigns, frameworks, and hard-won
SEO Assistant: Enterprise-Grade SEO Automation with Stratos
Stratos is Directive’s AI platform built to unify data, standardize execution, and elevate strategic work across every marketing function.
Introducing Stratos: Directive’s AI-Driven Marketing Platform

B2B marketing has reached an inflection point. The complexity of modern buying committees, the fragmentation of data across paid, owned,
Stratos: How To Calculate LTV:CAC in 5 Minutes (Without Spreadsheets)
Jesse Seilhan walks through how Stratos calculates LTV:CAC in real time — with channel-level breakdowns that show exactly which campaigns are driving profitable
Advertising on ChatGPT: What to Expect & How to Capitalize

Advertising inside ChatGPT is no longer a hypothetical. OpenAI has confirmed it is actively testing ads within the ChatGPT interface,
Sour & SaaS Episode 7: The Vibe Coding Revolution with Brandon Smith, Director of RevOps at QuotaPath
Brandon Smith, Director of Rev Ops & AI Strategy at QuotaPath, breaks down how RevOps is evolving from Salesforce admin work to GTM
The Work Smarter Guide to an SEO Link Building Strategy
A modern SEO link building strategy is not about how many backlinks you can earn in a quarter. It’s about how efficiently you
4 Practical Ways to Use Automation Across the Customer Lifecycle

Most B2B teams say they care about the customer lifecycle. Far fewer have built systems that actually support it. Lifecycle
The Performance-Driven Strategy for LinkedIn Personalized Ads

Personalization in B2B has reached an inflection point. Buyers expect relevance, but most teams still associate “personalized” with one-off name
Webinar Why Your AI Search Is Hard to Measure
Why Your AI Search Is Hard to Measure (and How to Fix It): Webinar Recap

AI search isn’t replacing Google, but it is rewriting the rules of attribution. In Directive’s webinar, Why Your AI Search
Precision Targeting in 2026: How AI Pinpoints High-Intent B2B Segments

If you are not using AI to find your next customer, you’re 10 steps behind your competitor. AI has rewritten
15 B2B Website Best Practices for 2026 (Built for Buyers, Not Just Browsers)
Most B2B websites are built to look credible. Fewer are built to perform. They rank for a handful of keywords, publish a steady
The B2B Marketer’s Guide to Maximizing LinkedIn Message Ads Performance

LinkedIn Message Ads sit in a strange place for a lot of B2B teams. Not everyone believes they can work
Sour & SaaS Episode 6: The CMO Exit Playbook with Nick Tippmann, GP and Founder TipTip VC
Nick Tippmann, GP at TipTop VC and former CMO at Greenlight Guru, shares what it took to earn board trust, survive a $120M
Inside Paid Social Strategy: Using LinkedIn Conversation Ads to Drive Revenue

Incentivized conversation ads get called many things, but subtle is not one of them. If you’ve spent any time on
The Definitive Guide to Programmatic vs. Display Ads for B2B Marketers

If you have ever found yourself debating programmatic ads vs display ads in a budget planning meeting, you are not
The Playbook for Building Brand Authority in Niche Markets

Let’s be honest: the B2B market is crowded, sales cycles are dragging on, and trust is at an all-time low.
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
LIVE VIRTUAL WEBINAR

The Attribution Trap:
The Cost of Perfect Attribution

  • Tuesday, November 17
    2:30pm EST

Solving tough challenges for ambitious tech businesses since 2013.

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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.