Blog
Notes on paid ads and pipeline
Mostly things we got wrong first, written up so you do not have to.
2 September 2026 · 7 min read
Why your best channel looks like direct traffic
Branded search is the exit door for demand created somewhere else. A walk through what last-click hides and how to size it.
21 August 2026 · 5 min read
The three accounts eating your budget
In most LinkedIn accounts we audit, under 5% of companies take a quarter of the impressions. Here is how to find yours.
6 August 2026 · 9 min read
View-through is not a vanity metric
The case for counting impressions in B2B, and the two conditions under which the argument falls apart.
17 July 2026 · 6 min read
What a good B2B CTR actually is
Median click-through by spend cohort, drawn from aggregated Pipefox data, plus why the number matters less than you think.
2 July 2026 · 8 min read
Attribution models are a distraction
First touch, last touch and U-shaped all answer a question nobody in the room is asking.
11 June 2026 · 4 min read
How to survive the CFO meeting
Four slides, in this order, and the one number to lead with.
Ready to show where the pipeline came from?
Thirty days free. No card, no call, no implementation project.