Insights & analysis for B2B teams.

Demand Gen

Demand Gen Isn’t a Channel. It’s an Operating System.

Most programs have the right components running in isolation, which is exactly why the pipeline math stops working.

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Is the MQL Dead? What High-Performing B2B Teams Measure Instead

Is the MQL dead? MQL adoption fell 16.7 points in a year. What high-performing B2B teams measure instead: pipeline and cost per opportunity.

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Is the MQL Dead? What High-Performing B2B Teams Measure Instead

How To Make AI Not Sound Cringey

Nate Whittemore (a fellow Rhinebeckian) recently shared his POV along with five techniques for breaking "AI's tyranny of the average" on his AI Daily Brief podcast. His framework aligns nicely to how we've operationalized AI at Moving Parade, where acceleration only works if the output is actually as good as (or better) than what a human would produce. Here's his playbook, plus a few more techniques we use all the time.

Value Creation Is What Great Marketing Does. We Just Don’t Call It That.

PE sponsors and marketers pull the same value creation levers: margin expansion, revenue growth, multiple expansion. The gap isn't the work. It's the vocabulary. Time to translate.

Why we’re called Moving Parade.

The name, the point of view, and the work it demands.

Andromeda’s Arrival: The Creative Production Reckoning

Meta rolled out Andromeda to mixed fanfare, and most conversations focused on better optimization, faster learning, improved performance. But there's a different story hiding in the requirements: Andromeda fundamentally changed what creative production needs to look like.

Before You Feed Andromeda: Why Positioning Is Your Creative Filter

Meta's Andromeda algorithm demands creative diversity at scale. Without clear positioning, you're just making noise louder.

You’re Solving for Messaging. The Problem is Positioning.

Why clear copy and aligned messaging don't fix buyer confusion, and what actually does.

The 2026 B2B SaaS Marketing Blueprint for Scalable Pipeline

Most B2B SaaS marketing programs in 2026 are built around the wrong outputs. MQLs that never convert, demo bookings that don’t close, and last-click attribution that flatters the channel running the cheapest ads.

Eleven Questions Most Buyers Forget When Evaluating a Demand Gen Agency

This guide is eleven questions to ask before you sign. Each one is built to surface a specific failure mode that decks are designed to hide. Use them in the evaluation, not in the post-mortem.

Your 2026 Blueprint for Scalable B2B SaaS Marketing

Most 2026 B2B SaaS marketing guides hand you a list of ingredients and call it a recipe. Positioning, pipeline math, attribution, GTM mix, lifecycle programs, retention motions; all true, all important, all useless as a parallel work stream.

When to Hire a B2B Paid Media Agency vs. Build In-House

When to hire a B2B paid media agency vs. build in-house: it's not headcount math. It's whether you get senior paid media judgment on pipeline fast enough.

Holding Company vs Boutique vs AI-Native B2B Agencies in 2026

Holding company vs boutique vs AI-native B2B agencies in 2026: three structurally different models. Pick the wrong one for your stage and you lose a quarter.

The 2026 SaaS Marketing Trends Your Pipeline Budget Has to Reflect

The 2026 B2B SaaS marketing trends your pipeline budget has to reflect: AI creative volume, brand-and-performance timelines, and the CAC payback clock.