B2B Reads: Marketing Evidence, AI Search Leads, and Buyer-Led Teams

Summary

Some of our favorite B2B sales and marketing posts from around the web this week.

Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know.

B2B Marketing Doesn’t Have an ROI Problem. It Has an Evidence Problem. by Caroline Hodson, MarTech
Marketing usually knows it drives revenue. It just can’t prove it, because the data connecting activity to deals falls apart. The fix is a real influence model, and acting on directional data instead of waiting for perfect certainty.

AI Search May Send Less Traffic, but Are the Leads Better? by Ken Braun, Forbes
Fewer clicks from AI search might still mean better prospects. Buyers do plenty of vendor research in AI tools first, and your analytics probably credit it to organic or direct. Judge it on qualified leads and revenue, not clicks.

How Eaton Reorganized Its Marketing Team Around the Buyer, Not the Product by Ann Gynn, Content Marketing Institute
Eaton swapped product and region teams for buyer-focused segment teams. The payoff: 600+ qualified leads in nine months and a much tighter link with sales. A useful look at what a real reorg can do.

How Legora Went From $3.5M to $200M+ ARR in Just 2 Years by Sophie Buonassisi, GTMnow
Legora’s CRO says speed-to-value is the best leading indicator of revenue. He also covers letting pilot customers keep what they build and using brand campaigns to fix low awareness. Plenty of sales lessons packed in.

The End of “More” by Keith Turco, Demand Gen Report
Scaling marketing activity is easy now. Knowing which activity matters is the hard part. Stop counting clicks and campaigns, and focus on signals that move the whole buying group.

Have a wonderful weekend and thank you for reading! If you have B2B news sources you rely on we’d love to hear about them. Please share them with us.