The B2B Stack
Mike HartyOperator notes on B2B programmatic, intent data, ABM and attribution, written for marketers who can tell the difference between a working stack and a sales deck.
| Platform |  | Pricing | Freemium | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 120 | Founded | 3 years ago | Last Issue | 5 days ago |
| Active | |||||
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theb2bstack.comLatest Issues
Your Firmographic Targeting Is Running On A 1937 Filing System
B2B marketing has spent the better part of a decade getting more precise about identity. It’s a positive part of the digitisation of B2B advertising. Intent data, buying committee scoring, account level signals from network IPs to hashed em...
The Last-Touch Attribution Lie
Every marketing leader I've sat across from in fifteen years believes the same thing about attribution: that the model isn't lying to them, it's just incomplete. It’s missing data. Add more channels, stitch in more touchpoints, buy a better...
The Account Reporting Layer Brand Advertisers Keep Throwing Away
A large enterprise software account told me, flatly, that they don’t care which accounts engaged with their brand campaign in New York at programmatic IO. No interest in the buying-group breakdown, no interest in the contextual environment...
Programmatic Advertising Was Built for B2C. Most of It Still Isn't Built for B2B
Welcome back to The B2B Stack. Fresh off a break and straight back into the argument I keep having in client meetings: programmatic wasn’t built for B2B, and most of the programmatic ecosystem still isn’t. Build the missing layer underneath...
The CIO You're Targeting Might Not Exist
Most account-based programmes still run on the same two-step lookup. Step one, build the target account list. Step two, find the CIO or the CTO (or insert other pre-canned job titles) inside each account and point the media at them.
It fe...
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| Subscribers | Engagement | 71 | Monthly Web Visits | ||
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| Accepts Sponsors | Estimated Cost per Ad | ||||
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Authors
The writers behind this newsletter.
Multi-time founder & investor decoding the future of B2B marketing + AI. Co-founder @ FunnelFuel | Author of TheB2BStack.com
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