11 · Resources
Digital marketing: SEO, social media and email, with and without AI
21 articles
Choose and price7 min
Lead magnet: what to offer for an email address in 2026
A generic white paper is no longer worth an email address, because AI assistants give its content in a single answer; your data, your calculation, your method or a person’s time still are. What to offer, what to ask for, and what turns the contact into a customer.
Choose and price7 min
LinkedIn: company page or the leader's profile?
On LinkedIn, the company page and the leader's profile do not play the same role: one is a reference and a shop window, the other carries a voice and conversations. What each does better, how to make them work together, and what the team can add without any obligation.
Choose and price7 min
Marketing agency or in-house team: doing the maths
An in-house marketing team knows the trade and reacts fast; an agency brings specialist skills and absorbs peaks. The honest calculation compares full costs for the same volume of work, and most companies end up combining the two.
Understand7 min
Marketing attribution: which channel really sold
A B2B sale goes through several channels over several weeks, and every tool claims it. Marketing attribution shares the credit between them; in B2B, it holds when each contact's source is recorded in the CRM and tied to the signed sale.
Practical guide8 min
Marketing plan for a 50-person company: what goes in it
A useful marketing plan fits in a few pages: where your customers come from, who you target, what marketing must bring to sales, two or three channels, a budget, a calendar and a review every quarter. What it contains, and what it lets you turn down.
Practical guide7 min
Marketing to sales: the handoff rule
Marketing says it sends contacts nobody calls back, sales says the contacts are not ready. A rule written together settles it: who goes to sales, when, with what information, and what comes back to marketing.
Practical guide7 min
Segmentation: send less, sell more
Sending every message to the whole list drives up unsubscribes and spam reports, until even good emails stop arriving. Segmenting means sending each message to the people it concerns: four ways to split a list, the signals to follow, and where to start.
Practical guide7 min
Short video in B2B: what it brings, where to start
A short video shows in one minute what a long text struggles to prove: a face, a gesture, a precise answer to a buyer question. The formats that serve sales, producing without a studio, the place of AI, and measurement that goes all the way to the contact request.
Practical guide7 min
Automating your social media without losing control
Scheduling posts, sharing every new article, sorting messages: on social media, whatever repeats can be handed to a tool. What the networks forbid you to automate, what AI can write, what must stay with a person, and how to know what your posts bring in.