Dark Funnel: The 70% Everyone Quotes Is Now 61%
Almost every article written about the dark funnel opens with the same statistic: roughly 70% of the B2B buying journey is over before a buyer ever contacts a…
IVRIS subject guide
Marketing Strategy
Positioning, demand generation, go-to-market planning and measurement for B2B teams deciding where growth should come from.
PositioningDemand generationGo-to-marketMeasurement
Decision map
Start where the work is stuck.
- 01Positioning and ideal customers
Clarify the market, buyer problem and commercial point of difference.
- 02Channel and budget priorities
Choose where effort and spend should concentrate before activity expands.
- 03Planning and measurement
Connect the strategy to decisions, responsibilities and evidence.
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Latest in Marketing Strategy
Fresh guidance and analysis, ordered by publication date and grounded in the work behind growth.
IAB AI Visibility Framework: What B2B Buyers Should Demand
The Interactive Advertising Bureau released “Measuring Visibility in the AI Era” on August 3, 2026, giving brands, publishers, agencies, and measurement providers a shared vocabulary for organic visibility…
B2B First-Party Data Strategy: The 6-Layer Operating Model
Almost every first-party data guide published in the last two years opens with the same premise: third-party cookies are going away, so you need to own your data.…
Account-Based Experience (ABX): Why ABM Stops Too Soon
Most account-based programs are built to win a logo and then quietly hand it off. Marketing runs the target account list, sales closes the deal, and the moment…
AI-Driven ABM: From Static Lists to Live Scoring
Nearly every B2B marketing team now runs AI somewhere in its stack, yet most account-based programs still pick their targets off a spreadsheet and send the same three…
Account-Based Marketing Attribution: 22 Buyers, 1 Account
Most attribution models were built for a buyer who doesn’t exist in B2B: one person, one journey, one form fill. Forrester’s State of Business Buying, 2026 puts the…
B2B Marketing Attribution: The Same Deal, Six Answers
Ask four systems where your last big deal came from and you will get four answers. Google Analytics says paid search. The CRM’s original-source field says organic. The…
Customer Journey Analytics: Metrics, Methods & Tools
You can see every session, every form fill, and every email open in your dashboards, and still not answer the one question that decides the quarter: what actually…