Articles & insights
Current materials on marketing, research, and business development in Europe.
Community-Led Growth for EU B2B SaaS: A Realistic Breakdown
When CLG works for EU B2B SaaS with 15-50 employees: formats, metrics, GDPR considerations, and realistic ROI expectations.
Competitive Intelligence in B2B Without GDPR Violations: Tools and Processes
How to track competitors in EU B2B without violating GDPR: G2, job postings, Crayon, Klue, battlecards. Practical tools and processes for a CI program.
MQL vs SQL: Aligning Marketing and Sales in EU B2B
How to agree on MQL and SQL definitions, build lead scoring, and establish an SLA between marketing and sales for EU B2B SaaS. Frameworks, metrics, CRM setup.
NRR and Expansion Revenue: Metrics That Separate Growing EU B2B SaaS from Stagnating Ones
How to calculate Net Revenue Retention, what to influence, and which benchmarks apply to EU B2B SaaS. A breakdown of NRR, GRR, and expansion revenue by segment.
Outbound in the EU in 2026: Cold Email and LinkedIn Under GDPR
What is legal in B2B outreach in the EU in 2026: legitimate interest, PECR, UWG, CNIL. A practical breakdown for EU B2B SaaS teams.
LinkedIn Thought Leadership for EU B2B: How CEOs and CMOs Build Pipeline Through Personal Brand
Why EU B2B SaaS CEOs and CMOs should publish on LinkedIn: formats, frequency, metrics. How a founder's personal brand influences pipeline and buyer trust.
Cohort Analysis for B2B: how to track pipeline quality by channel cohorts
How to use cohort analysis in B2B to evaluate lead quality by channel: win rate, LTV, time-to-close by cohort. A practical approach.
Pricing strategy for EU B2B SaaS: value-based vs competitor-based vs cost-plus
Value-based, competitor-based, or cost-plus pricing for B2B SaaS in Europe? We break down the pros, cons, and when each approach works.
Retargeting in the EU after GDPR: what's left and how to use it
How to do retargeting in Europe after GDPR: cookieless approaches, Consent Mode, Customer Match, LinkedIn. Without violations and without losing effectiveness.
Sales enablement: what marketing must give the sales team (and why it usually doesn't)
Sales enablement for B2B: which materials, data, and tools marketing owes sales. Why the gap between teams costs revenue.
SEO for B2B SaaS in Europe: how to build organic traffic without link spam
How B2B SaaS companies build organic traffic in the EU: content structure, technical SEO, link building without spam. A practical approach.
Tracking without cookies in the EU: server-side GTM, CAPI, and what this means in practice
Server-side GTM, Meta CAPI, LinkedIn CAPI for the EU market: how to set up cookieless tracking, improve attribution, and meet GDPR requirements.
ABM in Europe: when account-based marketing makes sense for a 15-50 person company
Account-based marketing in the EU: how ABM differs from lead gen, when it's justified, and how to launch without an army of marketers.
Dark funnel in B2B: why 40-60% of your pipeline comes from nowhere and what to do about it
Dark funnel - why most B2B leads come from untracked sources and how to capture that data without violating GDPR.
Content marketing for B2B in Europe: an editorial calendar that generates leads, not vanity metrics
How to build an editorial calendar for B2B in the EU that brings leads rather than pageviews. Practical guidance for 15-50 person teams.
Email marketing for B2B in the EU: how to build a list from scratch under GDPR
How to build email marketing for a B2B company in the EU market: GDPR-compliant list, email formats, metrics, tools. Practical guidance for DACH, Nordics, Benelux.
GA4 vs CRM: why sales data diverges - and which one to trust
Why GA4 and CRM show different data on leads and sales, what the limitations of each are, and how to make decisions when they disagree.
ICP for the European market: how to segment beyond industry and company size
How to define your ICP for Europe beyond industry and size: technographic signals, intent data, geographic clusters, and behavioral attributes.
Google Ads in the EU for B2B: auction specifics and compliance
How to run Google Ads for B2B in the EU: country-level auction differences, DSA compliance, Consent Mode, Performance Max and when it hurts.
Multi-touch attribution in B2B: linear, time-decay, data-driven - what actually works
Comparing attribution models for B2B in the EU: linear, time-decay, data-driven. What to choose with a long deal cycle and limited data.
PLG vs sales-led growth: what to choose for EU B2B
How product-led growth differs from sales-led, when each approach works in EU B2B, and whether you can combine both.
Programmatic in Europe: DSPs, GDPR, and what's left of audience targeting
How programmatic works in Europe in 2026: which DSPs are relevant, what GDPR did to targeting, and which alternatives work for B2B.
How to calculate real CAC by channel - not CPL, but the actual cost of a customer
The formula for calculating real CAC by marketing channel for B2B. Why CPL misleads and how to move to cost per closed deal.
RevOps: what it is, why you need it, and when to introduce it
What Revenue Operations is, how it differs from Sales Ops and Marketing Ops, when to introduce RevOps in a B2B company, and where to start.
Demand gen vs lead gen: what to choose for EU B2B
How demand generation differs from lead generation in B2B, and how to choose the right approach for the EU market with a long deal cycle.
Marketing budget for B2B in the EU: how to allocate it
How to allocate a marketing budget for a B2B company in the EU market: how much for channels, content, events, team. Benchmarks for different stages.
LinkedIn Ads for B2B in Europe: how not to burn your budget
How to run LinkedIn Ads for B2B in the EU without burning your budget: targeting, bids, formats, common mistakes. Practical guidance for DACH, Nordics, Benelux.
Attribution models for B2B with a long deal cycle
Last-click, first-click, linear, data-driven attribution: when to use each in B2B with a 30-90 day deal cycle. A practical breakdown for the EU market.
First-party data without cookies: how to collect it in 2026
How B2B companies can collect first-party data without cookies: forms, CRM, Conversions API, server-side events. A practical approach for the EU market.
Why CPL misleads - and what to measure instead
CPL doesn't show which channel brings paying customers. How to move from cost per lead to cost per closed deal and why it matters for B2B.
Paid Search in Europe
Paid search in Europe — effective strategies, trends and market specifics for promoting a business in the digital space.
SMM Trends in 2025
Key SMM trends in 2025 — new content formats, artificial intelligence and personalized audience engagement.
Key Retail Marketing Trends in 2025
Key retail marketing trends in 2025 — personalization, sustainability, technology and new purchase formats.
Three European Social Networks Worth Working On for B2B in 2025
Where B2B brands work in Europe in 2025 — LinkedIn, X (Twitter) and YouTube — formats, budgets and approaches.
Effective Strategies for Entering the European Market
What to consider when expanding a business to European markets — localization, legal aspects, channel selection and per-country segmentation.