Leaders Insights — Marketing

Epizode

• 
  Building topic clusters and pillar content: a CMO's execution playbook 13.08.2026 4min

  Most B2B content programs produce dozens of disconnected articles that collectively rank for nothing. This playbook shows you how to restructure your content architecture around topic clusters so that each piece of content earns authority for the whole.
• 
  Getting CAC and LTV honest before scaling 12.08.2026 4min

  Most growth failures trace back to a single mistake: scaling on metrics that look right but are calculated wrong. This article breaks down how to build CAC and LTV figures you can actually trust before committing budget.
• 
  The composable CDP explained: what it really means to build on your data warehouse 11.08.2026 4min

  The composable CDP promises to replace bloated customer data platforms with a leaner, warehouse-native architecture. Here is what that actually means in practice, and where the tradeoffs bite.
• 
  AI agents in the marketing workflow: why the productivity story is only half true 10.08.2026 4min

  AI agents are being deployed across marketing teams at speed, promising to automate everything from campaign briefing to performance reporting. The productivity gains are real, but the organisational risks being created underneath them are not getting the attention they deserve.
• 
  Retention as a growth engine: the mechanics CMOs need to master 09.08.2026 4min

  Most marketing budgets are still weighted toward acquisition, yet the economics of retention compound far more reliably over time. This article breaks down how lifecycle thinking actually works in practice, and where CMOs tend to miscalculate it.
• 
  The product-led growth motion: what B2B marketers actually need to understand 08.08.2026 4min

  Product-led growth has become one of the most discussed go-to-market models in B2B software, but the marketing implications are frequently misunderstood. This article breaks down exactly how the PLG motion works, what it demands from a CMO, and where it genuinely falls short.
• 
  Server-side tracking field guide: the players who shaped how we measure everything 07.08.2026 4min

  A curated rundown of the companies, products, and milestones that defined server-side tracking and the conversions API landscape. Know these names and you understand why client-side measurement is no longer sufficient.
• 
  Building an experimentation culture inside your marketing org 05.08.2026 4min

  Most marketing teams run experiments occasionally. The ones that compound their advantages run them continuously, with infrastructure and incentives that make testing the default, not the exception.
• 
  Product-led growth: a practical playbook for marketers 04.08.2026 4min

  Product-led growth has moved from a SaaS buzzword into a mainstream acquisition strategy, but most marketing teams still treat it as a product team problem. This playbook shows CMOs exactly where marketing plugs in, what to build, and where the model breaks down.
• 
  Retention and lifecycle as growth levers: a CMO playbook 03.08.2026 4min

  Acquiring new customers costs four to seven times more than keeping existing ones, yet most marketing budgets still skew heavily toward acquisition. This playbook walks through how to restructure your growth strategy around lifecycle stages, where the real margin lives.
• 
  The product-led growth motion explained for B2B marketing leaders 02.08.2026 4min

  Product-led growth shifts the acquisition engine from sales teams to the product itself, but most B2B marketing leaders misread what that actually demands of them. This article breaks down the mechanics, the real tradeoffs, and where the motion genuinely fits.
• 
  Composable and headless marketing stacks: a field guide to the players that shaped the category 01.08.2026 4min

  The composable marketing stack is no longer a fringe architecture experiment. This field guide names the companies and milestones worth understanding if you want to see how the category actually took shape.
• 
  Composable and headless marketing stacks: what CMOs actually need to understand 31.07.2026 4min

  The shift from monolithic marketing platforms to composable, headless architectures is reshaping how brands build and deploy digital experiences. Understanding the mechanics, not just the terminology, separates CMOs who lead these decisions from those who get led by their vendors.
• 
  How Procter & Gamble rebuilt its media mix modeling capability and what it actually changed 30.07.2026 4min

  Procter & Gamble spent years dismantling its traditional media mix modeling infrastructure in favor of digital attribution tools, then reversed course when the data stopped making sense. Their path back offers a practical blueprint for CMOs trying to measure marketing at scale without being held hostage to platform-reported metrics.
• 
  The consent illusion: why privacy ethics demand more than a cookie banner 29.07.2026 4min

  Most marketing organisations treat consent as a compliance checkbox rather than a strategic asset. The companies that understand the difference are building durable customer relationships while their competitors race toward regulatory cliffs.
• 
  Owned community vs rented reach: the strategic choice CMOs keep getting wrong 28.07.2026 4min

  Most marketing leaders know the difference between owned and rented audiences in theory, but few have genuinely stress-tested the tradeoff in their planning. This article unpacks the mechanics of each model, where the risks actually sit, and how to make a deliberate choice rather than defaulting to whichever channel is growing fastest.
• 
  Retention as a growth lever: the mechanics CMOs need to master 27.07.2026 4min

  Most growth models are built around acquisition, yet the economics of retention consistently outperform it. This article breaks down exactly how lifecycle marketing works as a primary growth driver, and where CMOs tend to get it wrong.
• 
  Distinctive brand assets: a practical playbook for building mental availability 26.07.2026 4min

  Most brands invest heavily in creative work that gets noticed once and forgotten fast. This playbook shows CMOs how to build and deploy distinctive assets that earn genuine memory structures in consumers' minds.
• 
  Owned community vs rented reach: why the consensus is half-right 25.07.2026 4min

  The marketing orthodoxy says CMOs should build owned communities to escape platform dependency. That instinct is correct, but the execution logic most teams follow is quietly setting them up for a different kind of failure.
• 
  Product-led growth strategies: a practical playbook for marketing leaders 24.07.2026 4min

  Product-led growth has moved from startup tactic to mainstream competitive strategy, yet most marketing teams are still structured around channels rather than product moments. This playbook gives CMOs a concrete sequence for repositioning their function around the product as the primary growth engine.