Insights
Practical guides for B2B growth teams.
Guides on inbound marketing, outbound sales and revenue operations, written from the work we do for B2B teams.
Inbound
Inbound marketing
Inbound marketing
B2B SEO strategy: ranking for buying-intent keywords
A practical B2B SEO strategy built around buying intent: how to find high-intent keywords, map them to pages, and measure SEO by pipeline, not traffic.
7 min readInbound marketing
How to build a B2B content topical map
How to plan B2B content as a topical map: pillars, clusters and internal links that build authority, support service pages and help sales.
6 min readInbound marketing
LinkedIn Ads vs Google Ads for B2B lead generation
LinkedIn Ads or Google Ads for B2B? How each platform works, when to use which, and how to measure both on qualified pipeline instead of cheap leads.
6 min readInbound marketing
B2B lead nurturing: email flows that convert
How to build B2B lead nurturing email flows: which flows to start with, what to put in them, and how to hand engaged leads to sales at the right moment.
6 min readInbound marketing
Best GEO tools for AI search visibility
The best generative engine optimisation (GEO) tools for tracking and improving how your brand appears in ChatGPT, Gemini, Perplexity and AI search.
5 min readOutbound
Outbound sales
Outbound sales
Cold email deliverability: the complete setup guide
How to set up cold email so it reaches the inbox: secondary domains, SPF, DKIM and DMARC, warm-up, list verification, sending volume and monitoring.
6 min readOutbound sales
How to build an ICP from closed-won data
A step-by-step method for building a B2B ideal customer profile from your closed-won deals, then turning it into account lists, triggers and targeting.
6 min readOutbound sales
LinkedIn outreach messages that get replies
How to write LinkedIn outreach messages that get replies: connection requests, follow-ups and templates built on relevance instead of pitching.
6 min readOutbound sales
In-house SDRs vs an outbound agency
Should you hire in-house SDRs or work with an outbound agency? Costs to consider, trade-offs, when each makes sense and how to run a hybrid model.
6 min readOutbound sales
Instantly vs Smartlead: which cold email tool fits your team?
Instantly vs Smartlead compared: sending infrastructure, warm-up, inbox management, agency features, ease of use and which teams each tool suits best.
5 min readOutbound sales
Clay vs Apollo: which B2B data tool should you use?
Clay vs Apollo compared: data sources, enrichment, list building, outreach features, ease of use and which teams each B2B data tool suits best.
5 min readOutbound sales
Best cold email software for B2B teams
The best cold email software for B2B teams compared: Instantly, Smartlead, lemlist and Apollo, with who each suits and how to choose for your setup.
5 min readOutbound sales
Best sales enablement tools for B2B teams
The best sales enablement tools for B2B teams: HubSpot, Loom, Supademo, Storylane, Flowla, lemlist and Gong, and how to choose for your sales motion.
5 min readOutbound sales
Best lead generation software for B2B
The best B2B lead generation software: Apollo, Clay, Hunter, FullEnrich, PhantomBuster, lemlist and GetSales.io, with who each suits and how to combine them.
5 min readRevOps
Revenue operations
Revenue operations
How to align marketing and sales on one lead definition
A practical process for agreeing one definition of a qualified lead across marketing and sales, with lifecycle stages, handoff rules and an SLA.
6 min readRevenue operations
Lead scoring for B2B: fit plus intent
How to build a B2B lead scoring model that combines ICP fit with buying intent, set thresholds, avoid common mistakes and route leads automatically.
6 min readRevenue operations
Zapier vs Make vs n8n for RevOps automation
Zapier, Make or n8n for marketing and sales automation? How each tool works, where it fits best in a RevOps stack, and how to choose for your team.
6 min readRevenue operations
Building a pipeline report leadership will read
How to build a B2B pipeline report that leadership will actually use: the metrics that matter, how to attribute pipeline by source and what to leave out.
6 min readRevenue operations
Best AI workflow automation tools for B2B teams
The best AI workflow automation tools for B2B teams: Zapier, n8n, Make, Relay.app, Lindy and Gumloop, with who each suits and how to choose.
5 min readRevenue operations
Best automation tools for B2B sales and marketing
The best automation tools for B2B sales and marketing teams, from no-code platforms like Zapier and Make to developer tools like n8n and Pipedream.
5 min readRevenue operations
Best CRM software for B2B companies
The best CRM software for B2B companies: HubSpot, Salesforce, Attio, folk, Pipedrive, Zoho CRM, Twenty and GoHighLevel, with who each suits.
5 min readTool guides
Guides to the tools in our stack.
Each tool has three guides: what it is, an independent review and the best alternatives. See every tool we use on our tech stack page.
Instantly
Clay
Apollo.io
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