Field note collection
Marketing Ops
Systems thinking for marketing teams and demand gen.
7 articles
"Direct" Is Not a Channel. It Is the Work You Have Not Finished Yet
We opened our own 'direct' bucket and more than half of it was returning customers whose original source was in our database all along. Why direct is not a channel, and the six checks that expose what is really inside it.
Dzmitry Khmialeuski
Reviewed against public sources
A Third of Local Business Domains Accept Email Sent to Any Address
We verified 144 local business domains and found that 49 accept mail addressed to anything at all. Here is why the absence of a bounce is a silent failure, and how to check your own domain in two minutes.
Digital Funnels Team
Reviewed against public sources
What Happens After a Missed Call? A Practical Lead-Response Workflow for Local Service Businesses
A six-step, provider-neutral workflow that helps local service teams capture, acknowledge, assign and close the loop on calls, messages and forms.
Dzmitry Khmialeuski
Reviewed against public sources
B2B Paid Media Ecosystem in 2025
Channel mix, creative stack, and measurement tactics powering B2B demand teams this year.
Iryna Sokolova
Reviewed against public sources
Google Ads Revenue Playbook for SaaS
How to scale keyword coverage, protect CAC, and connect ad events with pipeline reality.
Avery Johnson
Reviewed against public sources
LinkedIn Demand Gen Strategy That Scales
Framework for always-on paid social programs that play nicely with SDRs.
Iryna Sokolova
Reviewed against public sources
Marketing Ops Stack for Multi-Brand Teams
CDP + automation reference architecture for organizations juggling multiple brands.
Tomasz Kowalczyk
Reviewed against public sources