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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...
  • Salesforce Agency, Thought Leadership
What a Salesforce Marketing Agency Does That a Systems Integrator Doesn’t
A Salesforce integrator creates secure infrastructure, while a marketing agency converts that...
  • 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...
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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
What a Salesforce Marketing Agency Does That a Systems Integrator Doesn’t
The Complete Guide To Successful Media Relations For B2B
AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
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SEO Strategy Guide Built on 10+ Years of B2B Experience

After more than a decade in B2B SEO, one truth stands out: the strategies that once worked are no longer
B2B Startup Marketing Strategy for 2026: How to Drive Capital‑Efficient Growth

With growth rates currently lower than they were in 2021-2022, startups’s runway is as finite as ever. To thrive, investors
Sour & Saas Episode 3: GEO vs. SEO vs. AEO with Ben Glass-Liu, Senior Account Strategist at Directive
But SEO fundamentals is still very, very important. And doing a lot of the same SEO fundamentals that we would have recommended 5
The B2B Brand Marketing Strategy Playbook for 2026

A modern brand marketing strategy does more than generate brand awareness. It becomes a brand to demand operating model that
Top 4 B2B Lead Generation Tools to Grow Your Pipeline in 2026

Building a powerful B2B lead generation tool stack is one of the best ways of increasing revenue and accelerating pipeline
5 Innovative Marketing Automation Uses To Upgrade Your Workflow

Marketing automation has officially outgrown the “send more emails” era. In 2025, winning teams treat automation as a revenue engine,
The Modern Guide to Revenue Attribution for Unified GTM Data

Revenue attribution used to be simple in the same way map-reading used to be simple: you were never actually accurate,
10 Landing Page Mistakes That Kill B2B Conversions and How to Fix Them

Every paid campaign eventually arrives at one moment of truth. A visitor lands on the page, scans the first section,
Top 4 Generative Engine Optimization Tools Powering Modern Search

For decades, B2B marketing was a game of fighting for real estate on a list of ten blue links. If
The Witness: 70% of Your Pipeline Comes from Four Channels
You're spreading budget across 10 channels because somebody told you diversification reduces risk when in actuality it adds to it. Research shows that
PPC Strategy Playbook: How to Build a High-Performing Paid Search Plan

There is a moment in every paid search program where you realize the platform is not the problem. The tactics
7 Benefits of Marketing Automation Most Teams Miss

Most B2B teams don’t need more automation features; they simply need to leverage the automation they already have. Many organizations
The Complete Guide to B2B Programmatic Ad Examples

Programmatic advertising only feels daunting until you treat it like what it actually is: a scalable revenue engine that follows
The Real Strategy Behind High-Converting B2B Websites

Too many teams build websites to attract attention rather than guide decisions. They optimize for volume instead of comprehension. They
The Closed-Lost Analysis Playbook: How Winning Teams Fix Hidden Gaps

Every marketer and seller has experienced the quiet disappearance of a lead they were convinced would close. The conversation felt
Building a Scalable Generative Engine Optimization Strategy

Search marketing has entered a new era and visibility now depends on more than ranking well on the SERP. Users
The Modern Marketer’s Playbook for LinkedIn B2B Lead Generation

LinkedIn marketing is too often mistaken as a way to promote brands rather than a driver of revenue. But Linkedin
The B2B Expansion Marketing Playbook for Rapid, Hyper-Localized Market Entry

Expanding into a new market used to feel like trying to start a fire with wet wood — slow, expensive,
The Witness: Why Your Demand Gen Engine Dies in the First 30 Days
Why demand engines often fail within the first 30 days and an outlined strategy for building a successful foundation during that time.
The Definitive Guide to B2B SEO & Content Trends in 2026

If you’re running marketing for your B2B company or doing research on how to stand out from the competition, you
The Definitive Guide to a Scalable RevOps B2B Attribution Model

If you’re part of a B2B marketing team that has built an attribution model focused on last-touch, you’re in very
The B2B Niche Domination Strategy: How to Achieve a Leading Market Position

Niche domination is the discipline of choosing a narrow segment you can win decisively, shaping buyer perception with a focused
The Witness: You Don’t Need A Rebrand, You Need A Strategy
A marketing rebrand is often not the solution when pipelines stall and campaigns fail to convert. They state that a rebrand will not
The B2B Lead Generation Strategy Built for Today’s Buyers

Traffic and MQL volume matter, but only if they lead to meetings, opportunities, and deals. Instead of chasing more clicks,
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.