Video Archives - Directive UK https://directiveconsulting.com/uk/blog/resource-category/video/ Tue, 12 May 2026 16:30:09 +0000 en-US hourly 1 https://wordpress.org/?v=7.0 https://directiveconsulting.com/wp-content/uploads/sites/9/2024/04/favicon-32x32-1.webp Video Archives - Directive UK https://directiveconsulting.com/uk/blog/resource-category/video/ 32 32 Stratos: Stop Building Reports Manually. Let AI Do It. https://directiveconsulting.com/uk/resources/stratos-stop-building-reports-manually-let-ai-do-it/ Thu, 09 Apr 2026 16:28:52 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51595 Richard Uruchurtu walks through how Stratos's Paid Media Assistant turns five-hour reporting cycles into 20-minute strategy sessions — and generates on-brand ad copy using ICP research and platform-specific best practices.

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]]> Sour & SaaS Episode 13: Customer-Led Growth w/ Arthur Castillo, Customer Marketing at Storylane https://directiveconsulting.com/uk/resources/sour-saas-episode-13-customer-led-growth-w-arthur-castillo/ Thu, 02 Apr 2026 15:30:31 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51477 Arthur Castillo, Head of Community and Customer Marketing at Storylane, breaks down why most B2B companies underlever their customer base and how to build a customer-led growth engine that actually drives pipeline.

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]]> Sour & SaaS Episode 12: Scaling B2B SaaS from $2M to $20M ARR w/ Madhav Bhandari, Marketing at Storylane https://directiveconsulting.com/uk/resources/sour-saas-episode-12-scaling-b2b-saas-from-2m-to-20m-arr-w-madhav-bhandari/ Wed, 25 Mar 2026 15:30:03 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51475 Madhav Bhandari, Head of Marketing at Storylane, breaks down the pattern interrupt framework he's used to scale four companies to category leadership in oversaturated markets.

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]]> Stratos: Turn Cold Calls Into Strategic Conversations With AI https://directiveconsulting.com/uk/resources/stratos-turn-cold-calls-into-strategic-conversations-with-ai/ Mon, 23 Mar 2026 16:25:16 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51593 Richard Uruchurtu walks through how Stratos's Sales Assistant prepares a full discovery brief for a live prospect — company research, leadership context, and SEO gap analysis — in minutes, not hours.

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]]> The Witness: We Paired Strategists with Designers and Performance Spiked https://directiveconsulting.com/uk/resources/the-witness-we-paired-strategists-with-designers-and-performance-spiked/ Thu, 19 Mar 2026 15:57:55 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51581 When strategists and designers share the same pod, dashboards, and KPIs, creative stops being a relay race and starts operating as a unified performance engine — here's what changed at Directive.

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]]> Stratos: Turn Keyword Research Into SEO Strategy With AI https://directiveconsulting.com/uk/resources/stratos-turn-keyword-research-into-seo-strategy-with-ai/ Wed, 18 Mar 2026 16:23:05 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51591 Richard Uruchurtu walks through how Stratos's SEO Assistant turns 500 keywords into a prioritized opportunity list — with competitive context, existing rankings, and content gaps delivered directly into a Google Sheet.

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]]> Sour & SaaS Episode 11: Why Most B2B Events Suck with Zach Diamond, Head of Marketing at Cognition.ai https://directiveconsulting.com/uk/resources/sour-saas-episode-11-why-most-b2b-events-suck-with-zach-diamond/ Wed, 11 Mar 2026 15:30:15 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51473 Zach Diamond, Head of Revenue Marketing at Cognition, breaks down why most B2B events feel transactional and what it takes to run exec dinners that actually build pipeline.

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]]> The Witness: We Published 150 GEO Blogs in 90 Days That Drove $2.9M in Pipeline https://directiveconsulting.com/uk/resources/the-witness-we-published-150-geo-blogs-in-90-days-that-drove-2-9m-in-pipeline/ Tue, 10 Mar 2026 15:55:21 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51579 Directive's Content 150 project wasn't about traffic — it was a dense signal network designed to teach LLMs how to understand the B2B marketing category, resulting in 79 handraisers and a 477% increase in closed-won revenue.

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]]> The Witness: We Tracked Job Changes and Close Rate 3x’d vs. Outbound https://directiveconsulting.com/uk/resources/the-witness-we-tracked-job-changes-and-close-rate-3xd-vs-outbound/ Mon, 02 Mar 2026 16:52:42 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51577 Directive built a champion tracking system that monitors career movement across every past point of contact — turning customer marketing into a pipeline motion that closed 363% more revenue year-over-year.

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]]> The Witness: We AI-Verified Our TAM List and Cut 5,100 Bad Accounts https://directiveconsulting.com/uk/resources/the-witness-we-ai-verified-our-tam-list-and-cut-5100-bad-accounts/ Thu, 26 Feb 2026 16:50:20 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51575 Directive built an AI verification layer to audit 9,000 TAM accounts against live website and LinkedIn data — and cutting 5,100 mismatched accounts directly improved cost per SQO.

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]]> Sour & SaaS Episode 10: The Sponsorship Playbook with Anna Vermillion, Marketing Manager at Exit Five https://directiveconsulting.com/uk/resources/sour-saas-episode-10-the-sponsorship-playbook-with-anna-vermillion/ Wed, 25 Feb 2026 16:30:29 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51470 Anna Vermillion, Marketing Manager at Exit Five, breaks down the sponsorship playbook behind 20+ annual partners and a 400-person conference that actually converts.

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]]> Stratos: Run All Your Paid Campaigns From One Dashboard https://directiveconsulting.com/uk/resources/stratos-run-all-your-paid-campaigns-from-one-dashboard/ Mon, 23 Feb 2026 17:19:03 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51589 Jesse Seilhan walks through Stratos's Performance Center — a command center that consolidates real-time campaign data across all accounts and unlocks execution controls like campaign duplication, day-parting, and frequency capping without touching a single ad platform.

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]]> The Witness: We Merged 3 Referral Programs and Pipeline Jumped 49% https://directiveconsulting.com/uk/resources/the-witness-we-merged-3-referral-programs-and-pipeline-jumped-49/ Fri, 20 Feb 2026 16:46:55 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51573 Directive collapsed three separate referral programs into one unified process and watched referrals become 5x more likely to close than cold leads — here's why simplicity was the unlock.

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]]> Stratos: Stop Losing Account Momentum To Agency PTO https://directiveconsulting.com/uk/resources/stratos-stop-losing-account-momentum-to-agency-pto/ Tue, 17 Feb 2026 17:14:31 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51587 Jesse Seilhan walks through how Stratos eliminates tribal knowledge risk by analyzing the last 3 to 4 Gong calls and generating a structured coverage brief — priorities, risks, deliverables, and client profiles — before your coverage team ever hops on a call.

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]]> Sour & SaaS Episode 9: Leading Marketing at a Category-Defining Company Marcy Comer, CMO at EagleView https://directiveconsulting.com/uk/resources/sour-saas-episode-9-leading-marketing-at-a-category-defining-company-marcy-comer/ Wed, 11 Feb 2026 16:30:33 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51468 Marcy Comer, CMO at EagleView, breaks down what category creation, team building, and board-level marketing leadership actually look like in practice.

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]]> The Witness: How 11 Sub-Service Pages Unlocked BOFU Traffic https://directiveconsulting.com/uk/resources/the-witness-how-11-sub-service-pages-unlocked-bofu-traffic/ Tue, 10 Feb 2026 16:43:56 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51571 Directive broke its service pages into focused sub-service pages mapped to how buyers actually search — and captured dozens of bottom-funnel keywords that a single broad page could never rank for.

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]]> Stratos: How to Forecast 6 Months of Pipeline in Minutes (Not Spreadsheets) https://directiveconsulting.com/uk/resources/stratos-how-to-forecast-6-months-of-pipeline-in-minutes-not-spreadsheets/ Mon, 09 Feb 2026 17:10:11 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51585 Jesse Seilhan walks through how Stratos turns fragmented marketing data into a predictive forecasting engine — so budget planning is backed by mixed media modeling, not educated guesses.

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]]> Sour & SaaS Episode 8: Demand Gen That Drives Growth with Brian Bui Demand Gen Director at Jellyfish https://directiveconsulting.com/uk/resources/sour-saas-episode-8-demand-gen-that-drives-growth-with-brian-bui/ Wed, 04 Feb 2026 16:30:44 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51466 Brian Bui, Director of Demand Generation at Jellyfish and the original creator of Sour & SaaS, breaks down the campaigns, frameworks, and hard-won lessons behind real pipeline growth across agency, MedTech, and engineering-led SaaS.

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]]> Stratos: How To Calculate LTV:CAC in 5 Minutes (Without Spreadsheets) https://directiveconsulting.com/uk/resources/stratos-how-to-calculate-ltvcac-in-5-minutes-without-spreadsheets/ Mon, 02 Feb 2026 17:07:15 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51583 Jesse Seilhan walks through how Stratos calculates LTV:CAC in real time — with channel-level breakdowns that show exactly which campaigns are driving profitable customers and which ones are burning cash.

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]]> Sour & SaaS Episode 7: The Vibe Coding Revolution with Brandon Smith, Director of RevOps at QuotaPath https://directiveconsulting.com/uk/resources/sour-saas-episode-7-the-vibe-coding-revolution-with-brandon-smith/ Wed, 28 Jan 2026 16:30:42 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51464 Brandon Smith, Director of Rev Ops & AI Strategy at QuotaPath, breaks down how RevOps is evolving from Salesforce admin work to GTM engineering, and what AI tools are actually worth adding to your stack.

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]]> Sour & SaaS Episode 6: The CMO Exit Playbook with Nick Tippmann, GP and Founder TipTip VC https://directiveconsulting.com/uk/resources/sour-saas-episode-6-the-cmo-exit-playbook-with-nick-tippmann/ Wed, 14 Jan 2026 18:30:47 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49947 Nick Tippmann, GP at TipTop VC and former CMO at Greenlight Guru, shares what it took to earn board trust, survive a $120M PE raise, and what he now looks for when evaluating marketing leaders from the other side of the table.

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]]> Sour & SaaS Episode 5: Founder-Led Content (The Real Playbook) with Tommy Clark, CEO at Compound https://directiveconsulting.com/uk/resources/sour-saas-episode-5-founder-led-content-the-real-playbook-with-tommy-clark/ Wed, 17 Dec 2025 16:30:44 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51462 Tommy Clark, Founder & CEO of Compound Content Studio, breaks down why founders who go fully hands-off end up with generic, forgettable content and what to do instead.

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]]> The Witness: Your Content Drives Traffic, Not Trials https://directiveconsulting.com/uk/resources/the-witness-your-content-drives-traffic-not-trials/ Mon, 15 Dec 2025 16:38:16 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51569 If you can't connect your content to pipeline, the problem isn't measurement — it's strategy. This video breaks down why bottom-of-funnel content should come first and how to build backward from there.

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]]> Sour & Saas Episode 4: Annual Planning That Doesn’t Suck with Sam Kuehnle, VP of Marketing at Loxo https://directiveconsulting.com/uk/resources/sour-saas-episode-4-annual-planning-that-doesnt-suck-with-sam-kuehnle-vp-of-marketing-at-loxo/ Thu, 11 Dec 2025 18:30:23 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49820 One way a marketer can address being asked to commit to a growth number they do not feel confident in is to present a spreadsheet model showing the different levers that need to be pulled to reach the target. The speaker suggests walking leadership through each step, demonstrating what would happen if only paid media spend is increased versus what would happen if various conversion rates and costs per are improved.

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]]> Sour & Saas Episode 3: GEO vs. SEO vs. AEO with Ben Glass-Liu, Senior Account Strategist at Directive https://directiveconsulting.com/uk/resources/sour-saas-episode-3-geo-vs-seo-vs-aeo-with-ben-glass-liu-senior-account-strategist-at-directive/ Wed, 03 Dec 2025 21:15:29 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49701 But SEO fundamentals is still very, very important. And doing a lot of the same SEO fundamentals that we would have recommended 5 years ago, is still going to have an impact today, even with, you know, 30 different AI platforms and new search engines and all of that. All of that is still very important. So, not forgetting that even with all the flashy new things that come out.

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]]> The Witness: 70% of Your Pipeline Comes from Four Channels https://directiveconsulting.com/uk/resources/marketling-pipeline-comes-from-four-channels/ Mon, 01 Dec 2025 20:00:39 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49670 You're spreading budget across 10 channels because somebody told you diversification reduces risk when in actuality it adds to it. Research shows that 70% of marketing source pipeline comes from just four channels. Events, search, social, and SEO. And yet most B2B teams are running 8 to 12 channels and wondering why nothing's working.

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]]> The Witness: Why Your Demand Gen Engine Dies in the First 30 Days https://directiveconsulting.com/uk/resources/the-witness-why-your-demand-gen-engine-dies-in-the-first-30-days/ Mon, 24 Nov 2025 18:45:40 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49618 Why demand engines often fail within the first 30 days and an outlined strategy for building a successful foundation during that time.

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]]> The Witness: You Don’t Need A Rebrand, You Need A Strategy https://directiveconsulting.com/uk/resources/the-witness-you-dont-need-a-rebrand-you-need-a-strategy/ Fri, 21 Nov 2025 18:45:44 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49616 A marketing rebrand is often not the solution when pipelines stall and campaigns fail to convert. They state that a rebrand will not fix a broken go-to-market strategy, unclear positioning, or non-converting campaigns. Instead, it will consume six months and a $4 million budget.

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]]> Sour & Saas Episode 2: Meta Ads for B2B with Angie Glass-Liu, Paid Media Manager at Directive https://directiveconsulting.com/uk/resources/sour-saas-episode-2-meta-ads-for-b2b-with-angie-glass-liu-paid-media-manager-at-directive/ Wed, 19 Nov 2025 23:53:40 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49579 Meta vs. LinkedIn for B2B: Many B2B marketers believe Meta (Facebook/Instagram) is only for Business-to-Consumer (B2C) and e-commerce, while LinkedIn is strictly for B2B. However, the speaker believes this concept is untrue.

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]]> The Witness: Your B2B Ads Are Too Safe https://directiveconsulting.com/uk/resources/the-witness-your-b2b-ads-are-too-safe/ Mon, 17 Nov 2025 16:35:14 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=51567 If your competitor could run your exact ad and it would still make sense, it's too safe — this video breaks down why bold creative filters for the right pipeline, not the widest audience.

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]]> The Witness: Why Million Dollar B2B Campaigns Fail Before Launch https://directiveconsulting.com/uk/resources/the-witness-why-million-dollar-b2b-campaigns-fail-before-launch/ Thu, 13 Nov 2025 17:15:03 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49714 Every campaign starts with three things locked in before we write a single ad. One, the funnel stage. Are we optimizing for awareness, consideration, or intent? Secondly, it's the northstar metric for us, it's SQOs and pipeline dollars. Thirdly, what's the attribution model? How are we tracking back to revenue? What's the look back window? And what counts as influence? When you align on those three things before you launch, it changes everything.

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]]> Sour & Saas Episode 1: How to Win LinkedIn Video with Ads with Ding Zheng, Co-Founder at EventShark https://directiveconsulting.com/uk/resources/sour-saas-episode-1-how-to-win-linkedin-video-with-ads-ft-ding-zheng-co-founder-eventshark/ Wed, 12 Nov 2025 20:45:45 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49361 By tightening how your content is structured, you make it simple for Google and LLMs to understand what you offer and why you’re credible. Clear intent, stronger connections, and deeper coverage all work together to boost visibility.

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]]> The Witness: Stop Over-Optimizing Your LinkedIn Ads https://directiveconsulting.com/uk/resources/the-witness-stop-over-optimizing-linkedin-ads/ Tue, 11 Nov 2025 16:30:30 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49385 Learn why over-optimizing paid social campaigns hurts B2B performance and how focusing on qualified pipeline beats chasing perfect CPL or CPC.

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]]> The Witness: Lead Generation vs Demand Generation vs Customer Generation https://directiveconsulting.com/uk/resources/the-witness-lead-generation-vs-demand-generation-vs-customer-generation/ Mon, 10 Nov 2025 16:30:11 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=49383 Learn why customer generation beats lead gen and demand gen, and how B2B marketers can drive real pipeline, qualified leads, and revenue in 2025.

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]]> Sour & SaaS – Season 5 Episode 3 – with President at BLASTmedia, Lindsey Groepper https://directiveconsulting.com/uk/resources/sour-saas-season-5-episode-3-with-president-at-blastmedia-lindsey-groepper/ Thu, 23 Sep 2021 17:10:47 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=24821 The post Sour & SaaS – Season 5 Episode 3 – with President at BLASTmedia, Lindsey Groepper appeared first on Directive UK.

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]]> Sour & SaaS – Season 5 Episode 2 – with VP of Marketing at Seamless.AI, Jonathan Pogact https://directiveconsulting.com/uk/resources/sour-saas-season-5-episode-2-with-vp-of-marketing-at-seamless-ai-jonathan-pogact/ Fri, 17 Sep 2021 18:58:21 +0000 https://directiveconsulting.com/uk/?post_type=resource_hub&p=24790 The post Sour & SaaS – Season 5 Episode 2 – with VP of Marketing at Seamless.AI, Jonathan Pogact appeared first on Directive UK.

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