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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

22/9/25 22/9/25

Making sense of ROI in a world where nothing works alone

The boss leans back in her chair and asks: "Which campaign actually drove those sales?" The room goes quiet. Everyone knows the truth, but no one wants to say it.

Beyond vanity metrics: the social selling KPI's that actually predict revenue.

Let's be honest—most of us are tracking the wrong things on social media.

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