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Breaking Down The Verdict: 9 Paid Media Benchmarks B2B Marketing Leaders Need To Know
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  • Communications
How to Prove B2B Communications ROI: Trends and Metrics for CFO Reporting
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Paige Stuhrenberg
  • B2B Shopping
Why B2B Buyers Now Expect a B2C Shopping Experience
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Courtney Lill
  • PR
What Role Does Digital PR Play in B2B SEO? A Strategic Growth Guide
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Paige Stuhrenberg
  • Performance
B2B Performance Marketing Metrics Your CFO Actually Cares About
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Casie Akins
  • Customer Retention
The B2B Customer Retention Strategy Guide for 2026
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Lea Imada
  • Demand Generation
The Bottom-of-Funnel Playbook Many B2B Marketers Overlook
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April Robb
  • SEO
Why SEO is Crucial for Sustainable B2B Growth
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Michaela Wong

Browse through our complete collection of articles.

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6 B2B Marketing Trends From Our Client Portfolio
These B2B marketing trends we’re about to cover are rooted in learnings across our client portfolio. They’re repeated patterns independent of industry tied
How to Measure the True ROI of B2B Content Marketing Efforts

Most B2B teams do not have a content production problem. They have a measurement problem. They publish blog posts, comparison
10 B2B Marketing Agencies Using Proprietary AI to Outperform the Market
Agencies that have built their own platforms, trained on their own production data, embedded into their own workflows, are operating in a different
A Straightforward Guide to Google Ads Keyword Match Types
It’s clear that the Google Ads platform doesn’t match keywords the way it used to. The proof is in the search terms.
The Series A Budget Allocation Guide

Key Takeaways A Series A marketing budget must scale revenue while protecting CAC, SQL quality, and broader unit economics. More
Generative Engine Optimization (GEO): How to Win Visibility in AI Search

Key Takeaways Generative engine optimization (GEO) helps your brand get mentioned, cited, and described accurately in AI-generated answers (AI Overviews
A Strategic Guide to Dynamic Keyword Insertion for B2B Marketers

Dynamic Keyword Insertion (DKI) can make ads feel laser-relevant at scale. It can also quietly erode your message control, compliance
The 6 B2B SEO Trends Reshaping Search (From a Top B2B Marketing Agency)
If you lead B2B marketing, you are likely living in a weird contradiction: your keyword rankings look stable, yet it feels harder than
The Straightforward Guide to Successful Incrementality Testing

Dashboards are full of conversions, attribution paths, and platform-reported lift studies. The problem is that visibility into an outcome does
Sour & SaaS Episode 10: The Sponsorship Playbook with Anna Vermillion, Marketing Manager at Exit Five
Anna Vermillion, Marketing Manager at Exit Five, breaks down the sponsorship playbook behind 20+ annual partners and a 400-person conference that actually converts.
Attribution vs Media Mix Modeling (MMM): A B2B Measurement Framework

Attribution and media mix modeling (MMM) answer fundamentally different questions. Attribution tells you which tracked digital touchpoints preceded a conversion.
Best B2B Websites: 9 Beautiful Examples Built to Convert
Your website isn’t a brand refresh project. It’s a pipeline asset. In 2026, the best B2B websites are not the ones winning design
Gong Call Assistant: The AI-Powered Account Intelligence Layer Inside Stratos
Within Stratos, the Gong Call Assistant is purpose-built to transform how B2B teams manage account context and operational continuity.
ABM Analytics and Attribution: Measure What Moves Revenue
In complex B2B environments, buying decisions rarely happen because of a single campaign or a single stakeholder. Enterprise deals involve multiple personas, competing
A Practical Guide to Making Your Website Mobile Friendly

If you’re trying to figure out how to make a website mobile friendly, you’re probably reacting to one of two
Programmatic SEO in Practice: How Top Brands Turn Templates Into Traffic
Most programmatic SEO (pSEO) programs fail. Not because the idea was wrong, but because teams prioritized volume over the impact of the content.
Paid Media Assistant: The Revenue Allocation Engine Inside Stratos
Stratos is Directive’s proprietary AI platform, built to power DiscoverabilityOS™ and unify how revenue teams define markets, allocate capital, and execute growth. Within
ChatGPT Ads Enter U.S. Beta: Early Signals and Strategic Implications

Advertising inside ChatGPT is no longer hypothetical. As of February 2026, OpenAI is actively testing ads within the interface to
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.
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
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
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
Podcasts
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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

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Breaking Down The Verdict: 9 Paid Media Benchmarks B2B Marketing Leaders Need To Know

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