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Better questions.
More useful growth decisions.
Practical thinking from Alchemy IBS Private Limited on acquisition, B2B buying journeys, measurement and the responsible use of automation.
Read for the decision you are making.
The articles explain trade-offs, common measurement mistakes and ways to structure a useful brief. They are practical guidance, not promises that the same approach will produce the same result in every business.
- Performance marketing — Connect campaign activity with commercial relevance.
- B2B growth — Help buying groups understand and evaluate an offer.
- Measurement — Give numbers definitions and limits.
- AI in marketing — Choose bounded tasks and useful controls.
The latest thinking.
Choose an article by the question it helps answer. For working definitions, use the glossary; for a structured measurement method, explore the guides.
Cheap leads can make growth expensive.
Cost per enquiry is useful. It becomes misleading when it stands in for the quality of the conversation that follows.
The landing page starts before the layout.
A useful landing-page brief explains the visitor’s decision, the campaign promise and the evidence needed to connect them.
The lead arrived. The process should not disappear.
Lead handling becomes easier to improve when every transition has a definition, an owner and a visible next action.
Your buyer needs to convince someone else.
B2B content should help a person understand the offer and carry a credible case to the other people involved in the purchase.
A better website brief is a set of buyer decisions.
Page counts describe the size of a website. They do not explain what the website needs to help a customer decide.
A pilot needs a question. Not just a smaller budget.
A focused pilot is useful when it reduces a specific uncertainty and produces evidence for the next decision.
Your reports may disagree for a reason.
Advertising, website analytics and CRM systems can count different events under the same familiar label. Reconciliation starts with definitions.
A preview is not a launch.
A website can look finished while its enquiry routing, production configuration and operational responsibilities remain untested.
Where AI belongs is a workflow question.
Start with the work a system needs to perform, then decide whether a language model, a fixed rule or a person should handle it.
Keep the rules clear. Let the model explain.
When an application combines calculations and generated language, separating their responsibilities makes the result easier to test and understand.
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