In todays piece, I am collaborating with Noa Eshed, and her Substack No BS B2B Tech Marketing tactics. Me and Noa exist in the same world of B2B advertising but we address it from slightly different angles. My background is programmatic advertising and the world of ‘adtech’ via my business Funnelfuel.io whereas Noa builds trust, shaping perception and AI signal engineering via her agency Bold Digital. We’re addressing the convergences between our worlds and the future marketing mix, moving beyond clicks into signals and smarter discovery
Across the board, our clients are feeling the same pressure: the old playbook isn’t working the way it used to. Top-of-funnel clicks are expensive and fleeting. Organic visibility is increasingly hard to win, especially if the strategy relies only on Google. And yet, expectations for measurable growth are sharper than ever.
In this environment, we’re noticing two parallel forces:
A trust …
