by Paul Mosenson | Aug 2, 2026 | B2B
Twelve common beliefs about cold outreach—and what the available research actually supports Cold email is one of the most debated subjects in B2B marketing and sales. Some people insist it is dead. Others build entire go-to-market systems around it. Software companies... 
by Paul Mosenson | Jul 26, 2026 | B2B
There is a lot of noise around growth. New platforms. New AI tools. New sales methods. New marketing tactics. And, of course, new people explaining why the old way is dead and their way is now the answer. Apparently, everything changes every six months. Except the... 
by Paul Mosenson | Jul 6, 2026 | B2B, Uncategorized
Most B2B teams say they know who they are targeting. They know the industry. They know the company size. They know the general pain point. They know who usually shows up on sales calls. But when you ask a few more specific questions, the answers often get fuzzy. Who... 
by Paul Mosenson | Mar 28, 2026 | B2B
Cold outreach is easy to underestimate. At first glance, it looks simple. Build a list, write an email, load a sequence, send messages, and wait for replies. That is how many companies approach outbound. Then they wonder why open rates are soft, reply rates are weak,... 
by Paul Mosenson | Mar 28, 2026 | B2B
Most B2B teams aren’t short on data. They’re short on alignment. In my view, the real issue isn’t collection—it’s coordination. Data lives everywhere, decisions happen in silos, and revenue teams end up operating on partial truths instead of shared clarity. That’s... 
by Paul Mosenson | Mar 28, 2026 | B2B
Most companies assume growth problems come down to lead volume. It’s the easiest conclusion to reach. If sales are slow or inconsistent, the natural response is to ask for more leads, increase spend, or try a new channel. That thinking is understandable—but it’s... 
by Paul Mosenson | Mar 28, 2026 | B2B
Ask a leadership team about their go-to-market strategy and you’ll usually hear about campaigns, channels, or tools. Paid search, LinkedIn ads, email outreach, maybe a new CRM. Those are execution elements. They are not a go-to-market strategy. A real go-to-market... 
by Paul Mosenson | Mar 28, 2026 | B2B
There’s a lot of discussion around intent data, but most of it stays at a surface level. It sounds useful, but it often gets treated as just another data point rather than something that should shape how a company operates. At its core, intent data is simple. It’s... 
by Paul Mosenson | Mar 28, 2026 | B2C
Many consumer-focused businesses don’t think in terms of leads. They think in terms of traffic, transactions, or store visits. Someone clicks, someone walks in, someone buys—or doesn’t. That’s the model. That approach works for low-consideration purchases. It breaks...