Demand and acquisition

Pipeline, not impressions.

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Marketing leadership

In Marketing the Art of War Was Never About Fighting

The Art of War has a branding problem. It tends to get adopted by people who picture themselves as the general on…

Alex BenavidesSeptember 11, 202611 min read

Demand and acquisition

Most Companies Are Remarketing to the Wrong People

Remarketing is often treated as a sign that a company’s marketing has matured. The pixel is installed. Audiences are created. Ads follow…

Daniel BenavidesNovember 28, 20253 min read

An image of burnt toast as a visual warning not to over-index your budget on paid marketing only lest you burn out your budget before hitting your true potential growth.

Demand and acquisition

Don’t Over Index on Advertising.

Advertising is tempting. Especially digital advertising. It offers speed, scale, and a sense of control. You can turn it on quickly, dial…

Alex BenavidesNovember 20, 20253 min read

From usSomeone senior owning the number, without hiring for it.

Fractional marketing leadership: strategy, planning and the people who run it, for companies that are not ready to hire a CMO and are past doing it themselves.

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