Field notes on B2B marketing, AI engines, and the discipline of pipeline.
Articles, analyses, and operational notes from the Iscope team. Written for marketers and growth leaders who want sharper answers than “it depends.”
More from the team.
The death of the open rate, and what replaced it.
Apple Mail Privacy Protection broke open-rate tracking in 2021. Four years later, most B2B email programs still report it as if it means something. Here’s what we measure instead — and why “inbox placement” is harder to game.
Why we don’t take performance commissions on PPC.
Performance-based pricing sounds aligned with client outcomes. In paid acquisition, it usually isn’t. We explain the perverse incentives it creates, and the flat-fee structure we use instead — even when clients ask for the opposite.
Your CRM is decaying at 2.5% per month. Here’s what to do about it.
B2B contact data degrades through job changes, role exits, and company moves. After 12 months, roughly 30% of your CRM is wrong. This is the data-hygiene cadence that keeps a database evergreen — and the diagnostic that tells you when it’s slipping.
SPF, DKIM, DMARC: a marketer’s actual explanation.
Every deliverability guide says “set up SPF, DKIM, and DMARC.” Almost none explain why, in language a marketing leader can use in a budget conversation. Here’s the version we wish we’d been given fifteen years ago.
LinkedIn Ads vs Google Ads for B2B: when each one wins.
“Should we use LinkedIn or Google?” is the wrong question. The right one is: which buyer behavior are you trying to capture, and at what point in their journey? A 2026 breakdown of the CAC, audience, and creative differences that actually matter.
Core Web Vitals in 2026: what changed, what to actually fix.
Google’s Core Web Vitals replaced FID with INP in 2024 and tightened LCP expectations since. Here are the four fixes that move the score on most B2B marketing sites — and the audit pattern we use to find them.
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