My dear first-year marketer -

You’re going to be handed a playbook. Question it from day one.

Don’t do it loudly (yet), but internally. Ask yourself if this reflects how buyers + people actually behave, or if it’s just "how everyone else is doing it."

Common sense and common practice are rarely the same thing in B2B.

The marketers who figure that out early treat the playbook as a starting point, not dogma.

Always use the simplest filter available: would a real buyer actually respond to this?

You'll know the answer as soon as you ask yourself the question.

Ever faithfully yours,

Sam