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- Technology
  
  Technology buyers evaluate many solutions before deciding. We help companies stand out and capture demand when buyers research and compare platforms.
  
  Industrial
  
  Industrial buyers research solutions long before engaging vendors. We help manufacturers increase visibility, generate demand, and support complex sales cycles.
  
  Services
  
  Service businesses grow when expertise is visible and trusted. We help firms turn credibility into consistent pipeline by strengthening their digital presence.
  
  Technology
  
  Industrial
  
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Divisions
- Performance
  
  Performance captures demand and converts it into qualified pipeline. We combine media, SEO, creative, and revenue operations to accelerate measurable growth.
  
  Commerce
  
  Commerce drives revenue across ecommerce and retail platforms. We optimize the full purchase journey—from discovery to retention—to fuel sustained growth.
  
  Communications
  
  Communications builds influence, credibility, and audience engagement. We connect brands with creators, communities, and media to expand reach and strengthen brand presence.
  
  Performance
  
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Capabilities
- DIVISIONS
  
  Performance
  
  Commerce
  
  Communications
  
  CAPABILITIES
  
  Content
  
  Drive qualified traffic and pipeline with performance-driven SEO and content built around how modern buyers search.
  
  Paid Media
  
  Capture high-intent demand and accelerate pipeline growth with full-funnel paid media strategies.
  
  Performance Creative
  
  Create high-performing creative built for testing, optimization, and conversion across modern advertising platforms.
  
  Programmatic
  
  Reach high-value audiences at scale with data-driven programmatic advertising that maximizes efficiency and impact.
  
  Revenue Operations
  
  Align marketing, sales, and data systems to improve pipeline visibility and enable scalable revenue growth.
  
  Startups
  
  Launch and scale growth programs for startups with lean strategies built to accelerate traction and pipeline.
  
  CAPABILITIES
  
  Marketplace
  
  Increase product visibility and revenue through optimized marketplace strategies across major retail platforms.
  
  Lifecycle Marketing
  
  Increase customer lifetime value with targeted lifecycle programs that deepen relationships, reduce churn, and drive repeat revenue at every stage.
  
  Shopping
  
  Maximize product discovery and conversions with optimized shopping campaigns across search and retail media networks.
  
  B2B Discoverability That Drives Revenue
  
  DiscoverabilityOS helps B2B brands win visibility where buyers research and shortlist solutions.
  
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  CAPABILITIES
  
  Influencer
  
  Build trust and reach through influencer partnerships that connect your brand with engaged audiences.
  
  Organic Social
  
  Grow brand authority and engagement with strategic social content designed to strengthen your presence.
  
  Paid Social
  
  Drive awareness, engagement, and pipeline with targeted paid social campaigns across leading platforms.
  
  PR
  
  Increase brand visibility and credibility through strategic public relations and earned media coverage.
  
  A Smarter Way to Generate Customers
  
  Discover how our methodology connects marketing execution to measurable pipeline growth.
  
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  PERFORMANCE
  
  Performance
  
  Content
  
  Paid Media
  
  Performance Creative
  
  Programmatic
  
  Revenue Operations
  
  Startups
  
  COMMERCE
  
  Commerce
  
  Marketplace
  
  Lifecycle Marketing
  
  Shopping
  
  COMMUNICATIONS
  
  Communications
  
  Influencer
  
  Organic Social
  
  Paid Social
  
  PR
Resources
- Resources Library
  
  Resources to take your Customer Generation to the next level.
  
  Resources Library
  
  WE CAN HELP YOU
  
  Our Marketing Blog
  
  Unfiltered insights and sharp takes from the marketers sharing what actually works.
  
  Directive Digest Newsletter
  
  The latest B2B marketing insights, delivered straight to your inbox.
  
  Case Studies
  
  Real results built on focus, execution, and impact.
  
  Directive on Demand
  
  Deep-dive sessions with our leaders built for execution-level insights.
  
  MORE RESOURCES
  
  Upcoming Events
  
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  ABOUT
  
  About Us
  
  Our Story
  
  Careers
  
  Resources Library
  
  Resources Library
  
  WE CAN HELP YOU
  
  Our Marketing Blog
  
  Directive Digest Newsletter
  
  Case Studies
  
  Directive on Demand
  
  MORE RESOURCES
  
  Upcoming Events
  
  SaaS Marketer’s Toolkit
  
  Marketing Glossary
  
  ABOUT
  
  About Us
  
  Our Story
  
  Careers
Book Intro Call

Book Intro Call

Are you ready for ChatGPT Ads? Join our next webinar on Tuesday, March 31.

Connect. Share. Grow.

Are you ready for ChatGPT Ads? Join our next webinar on Tuesday, March 31.

Author name: Christine Shull

Christine Shull is a Senior Paid Media Strategist at Directive, specializing in data-driven advertising strategies that help B2B brands reach the right audiences at the right time. With expertise in paid search, social, and revenue-focused optimization, she aligns campaigns with overarching business goals to deliver measurable impact.

A Straightforward Guide to Google Ads Keyword Match Types

Christine Shull / March 3, 2026

It’s clear that the Google Ads platform doesn’t match keywords the way it used to. The proof is in the search terms.

15 Google Ads Best Practices Driving B2B Growth in 2026

Christine Shull / October 30, 2025

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