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 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

  • 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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  • Marketplace Ads, Strategies
Amazon Business Advertising: How Suppliers Reach Business Buyers on Amazon’s B2B Marketplace

Key Takeaways Amazon Business gives suppliers access to procurement demand from more...

  • Guides, Influencer, PR
Top 25 B2B PR and Communications Influencers Shaping the Industry
The most effective B2B PR leaders earn their influence by making others...
  • Guides, Marketplace Ads
Ultimate Guide To Marketplace Advertising for B2B: Amazon Ads and Shopify Ads
Amazon Business advertising helps capture active procurement demand, while Shopify provides an...
  • Directive Perspectives, Thought Leadership
9 B2B Commerce Truths I Brought Home from Shoptalk Fall 2026
"The stat I can't stop thinking about from Shoptalk 2026: roughly 65...
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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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  • Directive Perspectives, Thought Leadership
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AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
Amazon Business Advertising: How Suppliers Reach Business Buyers on Amazon’s B2B Marketplace
Top 25 B2B PR and Communications Influencers Shaping the Industry
Ultimate Guide To Marketplace Advertising for B2B: Amazon Ads and Shopify Ads
9 B2B Commerce Truths I Brought Home from Shoptalk Fall 2026
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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.
HubSpot CRM Optimization: How to Build a Clean, Scalable, and High-Performing Database

HubSpot rarely fails in loud, obvious ways. It fails politely. Quietly. With clean-looking dashboards that everyone side-eyes and pipeline numbers
The Evolution of Programmatic Native Ads in a Content-Led Market

Most B2B buyers have trained themselves to ignore display ads. Banners fade into the background, often carrying the same tired
The B2B Marketer’s Guide to ABM Tactics That Actually Move Pipeline

Most ABM programs still get judged by engagement. Clicks, impressions, account reach. None of that matters if opportunities do not
A Modern Framework for Data Analytics in Sales and Marketing Alignment

Most B2B organizations don’t suffer from a lack of data. They suffer from fractured reality. Marketing dashboards tell one story
A How-To Guide to B2B Enterprise SEO for Organic Growth

B2B enterprise SEO gets complicated quickly. Large sites, long sales cycles, multiple stakeholders, and a constant stream of internal change
The Complete Guide to Building a SaaS Marketing Plan That Drives Results

Key takeaways A successful SaaS marketing plan needs to align with long sales cycles, complex buying committees, and recurring revenue
Programmatic Advertising vs. Google Ads: The B2B Marketer’s Guide to Smarter Media Buying

Most B2B media plans break down for the same reason: platforms are chosen based on familiarity or clicks, not on
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.

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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.