Blog
Notes from the Spanb2b team
Thinking, frameworks and lessons on senior-led B2B marketing.
ChatGPT Ads and B2B: what we genuinely don't know yet
There is a wave of confident commentary about advertising inside ChatGPT. For B2B, the honest position is that this is an unproven beta, and most of the questions that would justify spending are still open.
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James O'Flaherty joins Spanb2b as Managing Partner
James O'Flaherty announces he has joined Spanb2b as Managing Partner, leading client relationships and commercial partnerships.
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B2B buyers don't live on LinkedIn
Most B2B media plans lean too heavily on LinkedIn. Here is why starting with the buying committee's whole day — not the channel — builds better, more efficient plans.
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Agency vs fractional marketing leader: which do you need?
A fractional marketing leader solves a leadership gap. An agency solves a capacity or capability gap. Here's how to tell which one your business actually needs.
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Account-based marketing in B2B: the work that happens before the campaign
Everyone wants to talk about orchestration and intent data. The programmes that actually return pipeline are built on three foundations nobody enjoys talking about: sharp positioning, a validated ICP, and a clean list.
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The distance between the two
Claire Dalton on why she co-founded Spanb2b. In 17 years of B2B marketing the problem was rarely the strategy or the effort. It was the distance between the two.
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B2B marketing can work much better
Adam Greener on why he co-founded Spanb2b. B2B marketing can work much better. The problem is not ideas or effort. It is too many gaps between the thinking and the doing.
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Why B2B growth feels harder than ever
More tools and channels than ever, yet B2B growth feels harder. The problem is not effort. It is the gaps between marketing and revenue.
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Senior-led, not sold: the gap between the pitch and the work
In most agencies the people who win the work are not the people who do it. A senior-led model closes the gap between the pitch and delivery.
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Your dashboard is full. Your pipeline isn't.
Most B2B reporting proves activity, not impact. The measurement gap is why a full dashboard and an empty pipeline can sit side by side.
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