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Insights for the research-first era.

Practical thinking on B2B lead generation, LinkedIn positioning, answer engine visibility, and the strategies that build pipeline in a world where buyers decide before they reach out.

Written by practitioners — not content teams
No filler. Every post earns its place.
Honest takes on what's actually working in B2B
Updated as the landscape shifts

The difference between a segment and an ICP — and why it's costing you pipeline

Most B2B teams think they have an ICP. What they actually have is a segment. That distinction is why your sales team often wastes time on deals that never close — and why outreach that looks right on paper consistently underperforms.

JW

Jason West

10 March 2026 · 6 min read

21/7/25 21/7/25

The Long Runway strategy

For financial services providers embracing social selling, understanding and leveraging long runways isn't just helpful - it's absolutely essential.

Why traditional marketing may not work for Management Consultants (and what does)

Sales Teams! You’re back in the driving seat.

For the past decade or so, marketing departments have largely dictated the customer acquisition narrative.

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