The 198 Playbook

Lead Generation · Oct 20 What a Sales Leader Actually Wants From MarketingMarketing reports posts and impressions. Sales needs conversations with the right buyers. Here's what a sales leader actually wants from marketing, and how to… → Lead Generation · Oct 15 Why Your RFQ Page Is Losing DealsFor manufacturers and distributors, the quote request page is the most valuable page on the site, and usually the most neglected. Here's where RFQ… → Lead Generation · Oct 13 5 Questions Engineers Ask Before They Call a SupplierEngineers shortlist suppliers long before they pick up the phone. If your website can't answer these five questions, you're not on the list. → Lead Generation · Oct 8 How Homeowners Choose a Remodeler or Builder (and Where Most Companies Lose Them)Homeowners research a big project for months before they call. Here's how the research trail usually goes, and where most remodelers, builders and outdoor… → Lead Generation · Oct 6 What a GC Checks Before Adding You to the Bid ListRelationships still win most commercial work. But before a new GC or owner adds you to a bid list, someone checks you out. Here's… → Lead Generation · Oct 1 The Referral Test: What Prospects Check Before They Call Your FirmA referral gets your firm considered. Then the prospect looks you up. Here's what they check before they call, and how to make sure… → AI · Sep 30 Build an AI Tool Inventory Before Year-End: A Small Business GuideHere’s what it costs you to skip this: one unsigned data agreement, one chatbot that never tells customers it’s a bot, one departed employee’s… → Advertising · Sep 26 Google AI Max Is Taking the Wheel: What SMBs Do NowMost advertisers assume automation is optional, something you can turn on when you feel ready and ignore until then. That’s not how this rollout… → Lead Generation · Sep 26 What an Engineer Checks on Your Website Before Sending an RFQBefore an engineer sends a drawing, they've already decided whether you can hold the spec. Here's what they look for on your website, and… → Lead Generation · Sep 25 The Only Email Automations a Small Team NeedsMost small business owners and nonprofit leads think of email as a newsletter problem. Write something, schedule it, hope people open it. The data… → Lead Generation · Sep 24 Your Site Is Catching Leads. Your Inbox Never Sees Them.Remember Tom Brady’s famous line after another Super Bowl win, when a reporter asked what was next and he just grinned and said “we’re… → AI · Aug 27 Why Fully Automated AI Content Is Killing B2B TrustWhat happens to your brand the moment a reader realizes your blog post was written by a bot with no one checking its work?… →