Insights
Opinions, field notes, and
arguments worth having.
Writing from across the inevidence team — practitioners across four continents, arguing in public about what actually moves the needle for B2B marketing.
Human proof in an AI-noise world.
When everything sounds generated, the only thing left worth listening to is a real customer with skin in the game.
Why customer advocacy belongs in the growth strategy.
Advocacy is too often filed under brand. We argue it's the most under-priced lever in the modern growth stack.
Turning Voice of the Customer into action — not another dashboard.
Most VOC programmes collect signal beautifully and act on it slowly. Here's how to wire insight to a real decision cadence.
The commercial value of customer communities.
A modelled view of how a well-run community shows up in retention, expansion, and CAC — with numbers, not metaphors.
Customer storytelling for complex B2B products.
Six things we've learned shooting CISOs, CFOs, and CIOs telling stories their PR teams would rather they didn't.
How strategic customers influence buying decisions.
A field-level look at how a single well-placed reference can move a committee buy — and how to engineer that on purpose.
Building advocacy programmes that scale.
Most programmes break when they grow. Here's a tiered architecture that holds together past 500 active advocates.
Using customer insight to improve retention.
Three operating moves that translate VOC signal directly into renewal-risk reduction within a quarter.
Why loyalty is more than a rewards programme.
The B2B loyalty conversation has been kidnapped by points and tiers. We argue for ritual, recognition, and reciprocity.
The future of Customer-Powered Growth.
Where we think the discipline is heading next — and the three capabilities every B2B marketing team will need to build.
The case for the quiet rebrand
Most rebrands announce themselves. The best ones don't. Notes from a year of working on identities that no one is supposed to notice.
Scroll isn't storytelling
We've shipped enough scroll-pinned, parallax-laden, lottie-stuffed pages to know when the motion is doing the work and when it's covering for the absence of any.
The actual cost of a typeface
A short, opinionated read on what licensing actually buys, what it doesn't, and why we still draw our own when the budget allows.
We shipped a website without a CMS. Here's why.
A small piece on the discipline of static site builds, the upload-by-FTP era, and what we keep gaining by trading some convenience for some control.
The pitch deck problem
Decks are a poor instrument for selling brand work. We tried abandoning them for a year. Here is what we learned.
The dispatch
One useful idea, every other Tuesday.
A short letter from the practice — no listicles, no LinkedIn lyrics. Roughly 1,200 senior B2B marketers read it.