B2B SaaS Demand Generation Accountable to Pipeline
— B2B SaaS demand generation that ties paid media and SEO to pipeline, not clicks. How full-funnel programmes are measured to revenue. Talk to Morris McLane.
Insights
Thinking out loud.
What we’re learning across crisis, performance marketing, digital advocacy and reputation — and how digital keeps changing the work.
Pipeline over leads: building B2B paid media that is accountable
— B2B paid media should be judged on pipeline and revenue, not clicks or MQLs. How to build accountable paid media that finance recognises. Talk to Morris McLane.
The integrated communications model: PR, SEO and GEO as one
— The integrated communications model unites PR, SEO and GEO around one information environment so people and AI engines describe you accurately. See how it works.
Online reputation management for public figures
— Public figures face reputation pressures most organisations never see (constant scrutiny, adversarial framing and a permanent searchable record). Here is how digital reputation management works for people in public life.
Proactive vs reactive: building a digital crisis capability
— Most organisations treat a digital crisis as something to react to. The ones that come through best have built the capability before they need it. Here is the difference, and what each requires.
Reputation management on X (Twitter): what actually moves the needle
— X moves faster than any other platform and shapes how journalists, investors and search engines read a story. Here is how it actually factors into reputation management, and where its influence is overstated.
Machine learning and your reputation: how algorithms now shape what people find
— Search rankings, feed algorithms and AI assistants all run on machine learning, and together they increasingly decide what people find when they look you up. Here is what that means for reputation.