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Growth

8 articles, each with the source for every number in it.

Customer and lead reactivation campaign, Fixora Journal banner
Aug 08, 20265 min read

The Cheapest Pipeline Is the One You Already Paid For

Every business has a list of people who nearly bought, used to buy, or went quiet. Most of them are not lost. They are just not being asked, because asking feels like admitting the first attempt failed.

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Ten customer interviews beat any brand workshop, Fixora Journal banner
Aug 06, 20264 min read

Ten Customer Interviews Beat Any Brand Workshop

Positioning invented in a room full of your own colleagues is a guess with a nice deck attached. Ten conversations with real buyers produce the sentences you should have been using all along.

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The 60/40 brand and activation split, Fixora Journal banner
Jul 31, 20264 min read

The 60/40 Rule: Why All Performance Marketing Eventually Stops Working

Binet and Field's analysis of hundreds of IPA case studies found the most effective split is roughly 60% brand building and 40% activation. Most small firms run 0/100 and wonder why costs keep climbing.

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Seven acquisition motions teardown, Fixora Journal banner
Jul 31, 202611 min read

Seven Companies, Seven Ways to Acquire Customers Without Ads

A teardown of how seven small companies actually get customers. None of them run meaningful paid media. Four mechanics repeat across all of them, and every one is copyable.

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The 95:5 rule in B2B marketing, Fixora Journal banner
Jul 30, 20264 min read

95% of Your Buyers Cannot Buy Today. Market to Them Anyway

Ehrenberg Bass research found only about 5% of business buyers are in market in any quarter. Almost every campaign is judged against the 5% and built as if the 95% do not exist.

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Category entry points and mental availability, Fixora Journal banner
Jul 30, 20264 min read

Category Entry Points: The Ten Moments That Decide Who Gets the Call

Buyers do not remember brands as abstractions. They remember them attached to situations. Map the situations that trigger your category and you know exactly what to publish.

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Marketing before product market fit, Fixora Journal banner
Jul 28, 20264 min read

Marketing Before Product Market Fit Is Mostly a Waste

Scaling marketing before people reliably want the thing is how startups burn a runway. The work that matters at this stage does not look like marketing at all.

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Retention beats acquisition, Fixora Journal banner
Jul 19, 20263 min read

Retention Math: Your Cheapest Growth Is Already on Your Customer List

Bain found a 5% lift in retention raises profit by 25% to 95%. Winning a new customer costs 5 to 25 times more than keeping one. Most marketing budgets ignore both facts.

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