Field notes
Perspectives
Perspectives
from the field.
Insights, research, and operating notes on what actually moves B2B growth. Written by the people doing the work.
Featured
08 Sept. 2026
Confessions of an IT Director
We love a good persona in B2B marketing. Map the buying committee, segment it into different functions, list the job titles, bung in a bunch of priorities and pain points, and then fling in some stock photos of people looking as though they’re being held captive but treated reasonably well.
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