The Science of B2B

Episode Overview  In this episode of Lies My Marketing Experience Told Me, Kerry sits down with Jon Miller—one of the true luminaries of B2B marketing technology. Jon helped shape the modern B2B landscape as co-founder and original head of marketing at Marketo, later went on to found Engagio (which merged with Demandbase), and now leads […]

Episode Overview  Kerry welcomes Andrew Hausegger, a smart, funny, and deeply experienced APAC B2B marketing leader. Andrew reframes “lies” as myths—beliefs we didn’t invent to deceive, but inherited from tools, templates, and habits that no longer match how buying actually works. He walks through several high-impact myths: linear buying journeys, “marketing generates demand,” the inevitability […]

Episode Overview  In this episode of Lies My Marketing Experience Told Me, Kerry talks with Liam Moroney—one of LinkedIn’s sharpest B2B voices and the CEO of Storybook Marketing. Liam shares the lie he told himself for years in SaaS: that his central hypothesis about how marketing works didn’t need challenging—he just needed enough data to […]

Episode Overview  In this episode of Lies My Marketing Experience Told Me, Kerry sits down with Kathy Macchi —longtime friend, co-founder of Inverta, and one of the most respected minds in B2B marketing. Known for her wisdom, clarity, and honesty, Kathy brings decades of experience working with some of the biggest brands in the space.  […]

If you spend any time on LinkedIn or talking to salespeople, you’ll hear a common refrain: intent data sucks. I wrote last week about why it shouldn’t be called that. And that was the first issue. Sellers aren’t wrong. Most of what’s been sold as intent data is just a spike of interest signal — […]

Ever since ChatGPT entered the informational-affray, there’s been a low-level panic simmering in B2B marketing circles. “All search traffic is going to disappear.” “Buyers won’t visit websites anymore.” “Intent data is dead.” All that could be true of some point in the future. It is absolutely not true now. At the Science of B2B, we’ve […]

There’s a long tradition in marketing of naming things more aspirationally than accurately. Sometimes that works out; sometimes it sets us back. “Intent data” is one of those terms that did more harm than good. It promised to reveal which buyers were ready to buy, but in reality, it mostly told us who was digitally […]

What B2B Can Learn From Ireland’s Second Chance In Tokyo last week, I had the honor of delivering a keynote to a room full of Japanese marketers who are ready to pounce on the opportunity that AI is presenting them. I encouraged them to do something radical — something I’ve talked about here quite a […]

Benchmarks in B2B marketing are meant to guide us. Instead, they often imprison us and stifle innovation. New heads of demand gen inherit a dashboard, a set of targets, and a narrow path to job security: hit or exceed the benchmark numbers. Do that, and you are blameless — even if revenue flatlines. We’re hitting […]

Note: People who have seen my work over the course of the last 6 or so years will recognize this topic. I have presented on trepanning countless times, but I have never written about it. Sing along if you know the words! Trepanning—the ancient practice of drilling a hole into the human skull—was independently invented […]

“A journey of a thousand miles begins with a single step.” And it ends with a single step. But without all the steps in between, it ain’t much of a journey, is it?. In B2B, we assign massive value to the first and last steps in attracting and converting buyers. And lately, we’ve built elaborate […]

“An MQL is not an invitation — it’s a confession.” MQLs in the Real World For months, you’ve been researching solutions. You’ve aligned with your peers in finance and IT that there’s budget for that solution. Your team has been vetting vendor content, going to webinars, analyst events. You’ve been talking to peers, and you’ve […]