Growth & Strategy
Growth and go-to-market strategy, from demand generation and distribution to positioning, revenue planning, audience development, and the decisions that drive sustainable momentum.
For 25 years, Google Search has worked the same way. You type something. You get a list of links. You click one. That's over.
State of Brand runs on the same infrastructure we deploy for our customers. This was never a marketing decision.
On February 9, 2026, OpenAI started testing ads in ChatGPT. Sponsored recommendations now show up at the bottom of AI-generated responses for users on the Free and Go tiers.
Companies are putting AI agents on org charts, giving them names, and calling them teammates. A large-scale experiment shows this is backfiring on accountability, quality, trust, and professional identity.
Experian, Ramp, LinkedIn, Redfin, Carta, and Realtor have all hired in-house economists or data storytellers.
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
For a decade, traffic volume gave content marketers cover. Budgets grew, headcount grew, and nobody had to answer the ROI question with any real precision.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
Every platform shift produces a wave of new job titles. The Marketing Engineer is one worth taking seriously, which is exactly why the org change has to come before the hire.
The $32 billion fintech company does not want a content marketer. It wants a media builder.
Recently, I wrote about LinkedIn's algorithmic shift away from company pages and why employee voices had become the primary distribution layer for B2B brands.
An expense management company that makes you laugh, makes you smarter, and makes your finance team faster shouldn't work in B2B, but Ramp proves it does.
For years, B2B creator partnerships lived in the brand budget and died on soft metrics, now they're being measured against pipeline, revenue attribution, and customer acquisition cost.
Three days. One board resignation, one product launch, and a 7% stock drop. What happened to Figma this week is a brand strategy story.
Meta removed manual targeting, deprecated legacy campaigns, and started generating creative by default in 2026. For brand leaders still treating this as a media buying problem, the damage is already compounding.
The 95-5 rule is the entire case for brand in B2B, and every pressure in 2026 is pushing marketers to ignore it.
LinkedIn's algorithmic shift toward authentic, expert-driven content just made that official. Now there is only one channel the platform is actively rewarding, and for B2B brands, that means leaning into people.
Allbirds pivoted to GPU leasing under the name NewBird AI, and the story is a case for why brand discipline outlasts every hype cycle.
This publication will cover marketing, growth, GTM, and brand as it's actually evolving. Not the version that looks good in a recap deck, but what's really shifting, why it matters, and what to do about it.
The game is mostly over before your sales team knows it started, and brand is the only asset that travels into the rooms where shortlists get built.
When billionaires start buying the same asset class at the same time, it's worth asking what they see. The answer isn't content.
B2B influencer marketing has a structural problem. The budgets are growing, the voices that matter have options, and most brands are still negotiating like neither of those things is true.
The gated whitepaper model broke because AI can't crawl it, buyers won't tolerate it, and the leads it produced were never that good.
Anthropic tripled its revenue in four months and overtook OpenAI without a single ad, proving trust is the growth engine enterprise buyers pay for.
With newsletters, websites, and podcasts manageable from one dashboard, Beehiiv has made owned media frictionless. The harder part was never the tech.
AI Overviews reduced click-through rates up to 61%, making brand authority the last remaining path to visibility where B2B buyers actually make decisions.
LinkedIn now ranks as the second most-cited domain across major AI search platforms, meaning AI systems regularly pull from employee posts and long-form articles to answer professional questions.
OpenAI’s acquisition of TBPN, a daily live tech talk show, signals that even the company building the tools behind today’s content ecosystem still has to buy trust instead of generating it.
OpenAI acquired TBPN, a live tech show averaging 70,000 viewers per episode and on track for $30 million in revenue this year. It's the latest in a string of smart-money bets on owned media.
For 25 years, Google Search has worked the same way. You type something. You get a list of links. You click one. That's over.
State of Brand runs on the same infrastructure we deploy for our customers. This was never a marketing decision.
On February 9, 2026, OpenAI started testing ads in ChatGPT. Sponsored recommendations now show up at the bottom of AI-generated responses for users on the Free and Go tiers.
Companies are putting AI agents on org charts, giving them names, and calling them teammates. A large-scale experiment shows this is backfiring on accountability, quality, trust, and professional identity.
Experian, Ramp, LinkedIn, Redfin, Carta, and Realtor have all hired in-house economists or data storytellers.
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
For a decade, traffic volume gave content marketers cover. Budgets grew, headcount grew, and nobody had to answer the ROI question with any real precision.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
Every platform shift produces a wave of new job titles. The Marketing Engineer is one worth taking seriously, which is exactly why the org change has to come before the hire.
The $32 billion fintech company does not want a content marketer. It wants a media builder.
Recently, I wrote about LinkedIn's algorithmic shift away from company pages and why employee voices had become the primary distribution layer for B2B brands.
An expense management company that makes you laugh, makes you smarter, and makes your finance team faster shouldn't work in B2B, but Ramp proves it does.
For years, B2B creator partnerships lived in the brand budget and died on soft metrics, now they're being measured against pipeline, revenue attribution, and customer acquisition cost.
Three days. One board resignation, one product launch, and a 7% stock drop. What happened to Figma this week is a brand strategy story.
Meta removed manual targeting, deprecated legacy campaigns, and started generating creative by default in 2026. For brand leaders still treating this as a media buying problem, the damage is already compounding.
The 95-5 rule is the entire case for brand in B2B, and every pressure in 2026 is pushing marketers to ignore it.
LinkedIn's algorithmic shift toward authentic, expert-driven content just made that official. Now there is only one channel the platform is actively rewarding, and for B2B brands, that means leaning into people.
Allbirds pivoted to GPU leasing under the name NewBird AI, and the story is a case for why brand discipline outlasts every hype cycle.
This publication will cover marketing, growth, GTM, and brand as it's actually evolving. Not the version that looks good in a recap deck, but what's really shifting, why it matters, and what to do about it.
The game is mostly over before your sales team knows it started, and brand is the only asset that travels into the rooms where shortlists get built.
When billionaires start buying the same asset class at the same time, it's worth asking what they see. The answer isn't content.
B2B influencer marketing has a structural problem. The budgets are growing, the voices that matter have options, and most brands are still negotiating like neither of those things is true.
The gated whitepaper model broke because AI can't crawl it, buyers won't tolerate it, and the leads it produced were never that good.
Anthropic tripled its revenue in four months and overtook OpenAI without a single ad, proving trust is the growth engine enterprise buyers pay for.
With newsletters, websites, and podcasts manageable from one dashboard, Beehiiv has made owned media frictionless. The harder part was never the tech.
AI Overviews reduced click-through rates up to 61%, making brand authority the last remaining path to visibility where B2B buyers actually make decisions.
LinkedIn now ranks as the second most-cited domain across major AI search platforms, meaning AI systems regularly pull from employee posts and long-form articles to answer professional questions.
OpenAI’s acquisition of TBPN, a daily live tech talk show, signals that even the company building the tools behind today’s content ecosystem still has to buy trust instead of generating it.
OpenAI acquired TBPN, a live tech show averaging 70,000 viewers per episode and on track for $30 million in revenue this year. It's the latest in a string of smart-money bets on owned media.
Trade media is collapsing. Google referral traffic is in freefall. And a new class of companies is responding by doing something that would have seemed absurd five years ago: becoming publishers themselves.
For 25 years, Google Search has worked the same way. You type something. You get a list of links. You click one. That's over.
State of Brand runs on the same infrastructure we deploy for our customers. This was never a marketing decision.
On February 9, 2026, OpenAI started testing ads in ChatGPT. Sponsored recommendations now show up at the bottom of AI-generated responses for users on the Free and Go tiers.
Companies are putting AI agents on org charts, giving them names, and calling them teammates. A large-scale experiment shows this is backfiring on accountability, quality, trust, and professional identity.
Experian, Ramp, LinkedIn, Redfin, Carta, and Realtor have all hired in-house economists or data storytellers.
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
For a decade, traffic volume gave content marketers cover. Budgets grew, headcount grew, and nobody had to answer the ROI question with any real precision.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
Every platform shift produces a wave of new job titles. The Marketing Engineer is one worth taking seriously, which is exactly why the org change has to come before the hire.
The $32 billion fintech company does not want a content marketer. It wants a media builder.
Recently, I wrote about LinkedIn's algorithmic shift away from company pages and why employee voices had become the primary distribution layer for B2B brands.
An expense management company that makes you laugh, makes you smarter, and makes your finance team faster shouldn't work in B2B, but Ramp proves it does.
For years, B2B creator partnerships lived in the brand budget and died on soft metrics, now they're being measured against pipeline, revenue attribution, and customer acquisition cost.
Three days. One board resignation, one product launch, and a 7% stock drop. What happened to Figma this week is a brand strategy story.
Meta removed manual targeting, deprecated legacy campaigns, and started generating creative by default in 2026. For brand leaders still treating this as a media buying problem, the damage is already compounding.
The 95-5 rule is the entire case for brand in B2B, and every pressure in 2026 is pushing marketers to ignore it.
LinkedIn's algorithmic shift toward authentic, expert-driven content just made that official. Now there is only one channel the platform is actively rewarding, and for B2B brands, that means leaning into people.
Allbirds pivoted to GPU leasing under the name NewBird AI, and the story is a case for why brand discipline outlasts every hype cycle.
This publication will cover marketing, growth, GTM, and brand as it's actually evolving. Not the version that looks good in a recap deck, but what's really shifting, why it matters, and what to do about it.
The game is mostly over before your sales team knows it started, and brand is the only asset that travels into the rooms where shortlists get built.
When billionaires start buying the same asset class at the same time, it's worth asking what they see. The answer isn't content.
B2B influencer marketing has a structural problem. The budgets are growing, the voices that matter have options, and most brands are still negotiating like neither of those things is true.
The gated whitepaper model broke because AI can't crawl it, buyers won't tolerate it, and the leads it produced were never that good.
Anthropic tripled its revenue in four months and overtook OpenAI without a single ad, proving trust is the growth engine enterprise buyers pay for.
With newsletters, websites, and podcasts manageable from one dashboard, Beehiiv has made owned media frictionless. The harder part was never the tech.
AI Overviews reduced click-through rates up to 61%, making brand authority the last remaining path to visibility where B2B buyers actually make decisions.
LinkedIn now ranks as the second most-cited domain across major AI search platforms, meaning AI systems regularly pull from employee posts and long-form articles to answer professional questions.
OpenAI’s acquisition of TBPN, a daily live tech talk show, signals that even the company building the tools behind today’s content ecosystem still has to buy trust instead of generating it.
OpenAI acquired TBPN, a live tech show averaging 70,000 viewers per episode and on track for $30 million in revenue this year. It's the latest in a string of smart-money bets on owned media.
For 25 years, Google Search has worked the same way. You type something. You get a list of links. You click one. That's over.
State of Brand runs on the same infrastructure we deploy for our customers. This was never a marketing decision.
On February 9, 2026, OpenAI started testing ads in ChatGPT. Sponsored recommendations now show up at the bottom of AI-generated responses for users on the Free and Go tiers.
Companies are putting AI agents on org charts, giving them names, and calling them teammates. A large-scale experiment shows this is backfiring on accountability, quality, trust, and professional identity.
Experian, Ramp, LinkedIn, Redfin, Carta, and Realtor have all hired in-house economists or data storytellers.
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
For a decade, traffic volume gave content marketers cover. Budgets grew, headcount grew, and nobody had to answer the ROI question with any real precision.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
Every platform shift produces a wave of new job titles. The Marketing Engineer is one worth taking seriously, which is exactly why the org change has to come before the hire.
The $32 billion fintech company does not want a content marketer. It wants a media builder.
Recently, I wrote about LinkedIn's algorithmic shift away from company pages and why employee voices had become the primary distribution layer for B2B brands.
An expense management company that makes you laugh, makes you smarter, and makes your finance team faster shouldn't work in B2B, but Ramp proves it does.
For years, B2B creator partnerships lived in the brand budget and died on soft metrics, now they're being measured against pipeline, revenue attribution, and customer acquisition cost.
Three days. One board resignation, one product launch, and a 7% stock drop. What happened to Figma this week is a brand strategy story.
Meta removed manual targeting, deprecated legacy campaigns, and started generating creative by default in 2026. For brand leaders still treating this as a media buying problem, the damage is already compounding.
The 95-5 rule is the entire case for brand in B2B, and every pressure in 2026 is pushing marketers to ignore it.
LinkedIn's algorithmic shift toward authentic, expert-driven content just made that official. Now there is only one channel the platform is actively rewarding, and for B2B brands, that means leaning into people.
Allbirds pivoted to GPU leasing under the name NewBird AI, and the story is a case for why brand discipline outlasts every hype cycle.
This publication will cover marketing, growth, GTM, and brand as it's actually evolving. Not the version that looks good in a recap deck, but what's really shifting, why it matters, and what to do about it.
The game is mostly over before your sales team knows it started, and brand is the only asset that travels into the rooms where shortlists get built.
When billionaires start buying the same asset class at the same time, it's worth asking what they see. The answer isn't content.
B2B influencer marketing has a structural problem. The budgets are growing, the voices that matter have options, and most brands are still negotiating like neither of those things is true.
The gated whitepaper model broke because AI can't crawl it, buyers won't tolerate it, and the leads it produced were never that good.
Anthropic tripled its revenue in four months and overtook OpenAI without a single ad, proving trust is the growth engine enterprise buyers pay for.
With newsletters, websites, and podcasts manageable from one dashboard, Beehiiv has made owned media frictionless. The harder part was never the tech.
AI Overviews reduced click-through rates up to 61%, making brand authority the last remaining path to visibility where B2B buyers actually make decisions.
LinkedIn now ranks as the second most-cited domain across major AI search platforms, meaning AI systems regularly pull from employee posts and long-form articles to answer professional questions.
OpenAI’s acquisition of TBPN, a daily live tech talk show, signals that even the company building the tools behind today’s content ecosystem still has to buy trust instead of generating it.
OpenAI acquired TBPN, a live tech show averaging 70,000 viewers per episode and on track for $30 million in revenue this year. It's the latest in a string of smart-money bets on owned media.
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