6 pages
Playbooks
Programs written as steps, each ending in the number it should move and how to read it.
Index
| Page | Stage | Updated |
|---|---|---|
| ABM playbook for one-to-few programs: the account list, the plays, the metrics and a 90-day planA one-to-few account-based marketing (ABM) playbook runs plays against clusters of 5 to 15 accounts, with holdout metrics and a 90-day plan. | Whole funnel | |
| Google Ads for B2B SaaS: campaign structure, match types, negatives and offline conversion importGoogle Ads for B2B SaaS: split campaigns by intent, capture GCLID and email, import CRM stages and set conversion windows up to 90 days. | Lead | |
| B2B retargeting strategy: audiences, frequency caps and the holdout testB2B retargeting strategy: segment by intent, exclude customers and open deals, cap frequency, and measure lift with a holdout, not platform conversions. | Visitor | |
| G2 marketing strategy for B2B: a review site playbook from profile to pipelineA G2 marketing strategy builds preference before buyers shortlist and captures accounts comparing vendors: profile, reviews, comparisons, intent and pipeline. | Visitor | |
| Self-reported attribution: how to design the field, code the answers and reconcile them with software attributionSelf-reported attribution asks buyers how they heard about you. Design the field, code answers and reconcile them with first-touch and last-touch data. | Whole funnel | |
| B2B webinar best practices: promotion math, show-up rates and the follow-up sequenceB2B webinar planning: divide live attendee targets by show-up rate (47.7% live in Livestorm data), push the final week, and keep key content in 26 minutes. | Lead |
Tools
- Webinar promotion math: the registrants, page visitors and meetings behind the attendance you want: Start from the attendees you want live, divide by the share of registrants who show up and by the registration page's conversion, and you have the registrants and page visitors your promotion has to deliver. Add the share of attendees who take a meeting and the calculator shows the meetings the webinar should produce.
Elsewhere
- Guides (4): Explanations of the ideas demand teams argue about, with the definitions and the numbers on the table.
- 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.
- 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