The B2B Stack

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Buying On Outcomes In B2B; Guarantee the Account, Not the Lead
Procurement wants agencies to put fees at risk. Here’s what a B2B agency or partner can honestly guarantee, what it should refuse, and how to price and…
 • Mike Harty
“Can we run ChatGPT ads?” is the wrong question for now. The right one is better news.
The most-asked question in our client meetings this quarter, the honest state of play inside the engines, and why the paid media you already run matters…
 • Mike Harty
“Share of Model” & LLM Citations Is Dark Funnel With a New Name
Your brand's "share of model," the score for how often AI tools like ChatGPT mention you, still can't prove it moved a deal. Here's what to measure…
 • Mike Harty
The Advanced B2B AI Discovery Playbook (2027 Edition)
The B2B playbook for getting named in AI answers by the whole buying committee, with an Operator that runs the method for your brand in ChatGPT, Claude…
 • Mike Harty
The Subscribers’ Toolkit
Everything that comes free with a subscription to The B2B Stack: the report, the free sample, the guides, and a subscriber price on the playbook.
 • Mike Harty
No Cookie-Cutter B2B: Get ahead of the signals era in B2B advertising. Weekly insights, frameworks, and playbooks from 15 years in adtech — before they hit the mainstream.
The B2B Stack
The B2B Stack
What works. What doesn't. What's changing in B2B marketing. Independent analysis, real-world data and sharp perspectives on the strategies and technology shaping the industry. No vendor hype.
Your Media Vendors Are Marking Their Own Homework
How to leverage logs to analyse ChatGPT Ads, IAB Tech Lab's AAMP 3.0 and "performance CTV". Here's the four-question test to run before the money moves.
 • Mike Harty
The Open Web Is B2B's Legacy Format
It still works. It just stopped being where the plan starts.
 • Mike Harty
What Is B2B Intent Data? A Practitioner’s Guide (2026)
What intent data is, where it comes from, why most teams never get pipeline from it, and how to combine it with the signals you already own. Written…
 • Mike Harty
There Is No B2B Funnel. There’s a Ghost Committee of 22, and Most of Them Have Never Heard of You.
Why the DSP can’t buy you onto the Day 1 list, why the deal dies to fear rather than to a competitor, and what brand as CapEx would actually require of…
 • Mike Harty
Your Firmographic Targeting Is Running On A 1937 Filing System
Classification Debt Is The Bill Nobody's Paying On Your Target Account List
 • Mike Harty
The Last-Touch Attribution Lie
B2B attribution was built for one buyer. Forrester puts your average buying committee at thirteen stakeholders. Here's what breaks, and what replaces…
 • Mike Harty
The Account Reporting Layer Brand Advertisers Keep Throwing Away
Every B2B programmatic campaign can reveal, at account level, which companies are quietly researching you. Most reporting setups throw that signal away…
 • Mike Harty
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