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Brand search2 min read
Brand demand deserves its own budget conversation
Searches for a familiar brand answer a different planning question from discovery searches. Review their role and uncertainty before treating them as one growth number.
Product messaging3 min read
When ‘better’ needs a unit of measurement
Comparative claims become useful when a product page explains what improves, under which conditions and for whom the improvement matters.
Attribution2 min read
Read the gaps between your channel reports
Channel reports describe observed parts of a journey. Compare their definitions and omissions before treating them as a complete customer history.
Price information3 min read
A rough price range can make the first conversation kinder
Where a service can explain its typical cost and the reasons it varies, a clear range may help people decide whether to begin an enquiry.
Sales cycles2 min read
The enquiry is still thinking about it
For a considered service, a recent request may be unfinished evidence. Give it a fair reporting window before deciding what it became.