4 pages
Guides
Explanations of the ideas demand teams argue about, with the definitions and the numbers on the table.
Index
| Page | Stage | Updated |
|---|---|---|
| Content syndication in B2B: how it is priced, what counts as a lead, and how to check qualityB2B content syndication is a paid channel priced per lead, about $40 to over $100. How pricing works, what counts as a lead, and how to check quality. | Lead | |
| Demand creation vs demand capture: definitions, the 95-5 rule, budget split and measuresDemand capture converts buyers already shopping. Demand creation reaches the 95% not in market yet. Definitions, the 95-5 rule, budget split and measures. | Whole funnel | |
| Intent data explained: first, second and third party, and what a surge score can and cannot tell youIntent data is account-level research behavior used to prioritize. How first, second and third party differ, and what a surge score of 70 means. | Visitor | |
| Email deliverability requirements in 2026: the Google, Yahoo and Microsoft sender rules, warm-up and the numbers to waGmail, Yahoo and Microsoft require bulk senders of about 5,000 emails a day to authenticate mail and keep spam rates below 0.3% at Gmail and Yahoo. | Lead |
Elsewhere
- Calculators (5): Each calculator shows its formula and a worked example before you touch an input, so you can check the arithmetic by hand.
- Funnel benchmarks (5): Stage-by-stage conversion, cost and cycle numbers from published sources, with the median, the middle half and where each number came from.
- Playbooks (6): Programs written as steps, each ending in the number it should move and how to read it.
- Templates (3): Working documents to copy: service levels, scoring sheets, dashboards. Each one explains every field.
- Methods (3): How to measure: attribution, scoring, service levels between marketing and sales, and the definitions behind them.
- Glossary (12): The words of pipeline work, defined once, the way this site uses them.
- Tools (11): every calculator and template, with its formula and a worked example.
- Agencies: demand and pipeline agencies, listed alphabetically and never ranked, with facts from their own pages.
- Voices: what practitioners published that a reader can learn from, with our take.
How pages are made
Pages are written by the Take the Market Desk, which uses AI models to find sources, read them and draft, and are edited before they are published. Every factual sentence is checked against a passage on a source page that was read for that page, numbers are computed in code from those sources, and each page lists its sources. Every page shows the day it was first published and the day a fact last changed. How we work