What to build, and what it does to your pipeline
Everything upstream of the first question. Which of the 13 interactive formats fits what you are actually selling, what the thing has to run on to stay defensible once a competitor sees it, and how the offer is shaped so a buyer wants the result more than they mind answering. Most of the money in this work is made or lost here. A build on the wrong footing still ships, still looks fine, and still hands your sales team a list of names nobody can qualify, with a quarter of spend behind it. Posts in this category argue about choices rather than describe features. Where a choice is a judgement rather than a finding, the sentence says which one it is.
Filed here
94% of buying groups have already ranked a preferred vendor before first contact. That does something uncomfortable to a funnel whose only job is collecting a name.
18 September 2026 | 5 minute read
A grader and a checklist cost about the same to build. One still works in two years. The difference is what the thing runs on, and it is the only axis worth choosing on.
16 September 2026 | 7 minute read
Elsewhere
Five categories, fixed. Each one maps to a body of work rather than to a tag somebody invented on a Tuesday.
Your turn
Our scorecard grades the four things that decide whether the traffic you already pay for turns into qualified leads. A band, a straight read on what produced it, and the one thing worth fixing first.
Not running yet. You keep the report whatever the score says.