Gong

Attribution Limits B2B Growth, Urges Broader Investment

Chris Bagnall, CEO & Founder of Transmission, argues that an overreliance on tidy attribution metrics (especially last-click) constrains B2B marketing growth by diverting budget toward immediately measurable touchpoints and away from brand, community, and creator work that drives future demand. The piece cites research from Gartner, Forrester, McKinsey and Brand Finance to show most of the B2B buying journey occurs out of view of dashboards and involves multiple decision-influencers. Bagnall recommends broader measurement — including account-based attribution platforms (e.g., Dreamdata), incrementality/holdout tests, marketing-mix modelling, brand tracking, and self-reported attribution — and argues businesses should fund activities they cannot fully trace.

How to Build the Perfect ‘Book a Demo’ Page

This piece outlines practical guidance to optimize a website’s "book a demo" page to increase booked calls. The author argues the demo page is the highest-intent page and should minimize friction: ask for only essential fields (ideally only a work email), avoid open text essay boxes in favor of dropdowns, and use outcome-focused CTA copy rather than form-like language. The article recommends displaying social proof with review counts (e.g., “4.8 from 5,809 reviews”) next to the form but not linking the badge away, and clearly set expectations about what happens after booking. The author also cites experiments, including one that increased demo requests by 30%, and suggests using contact enrichment services (Clearbit, Apollo) and LinkedIn to complete lead profiles after capture.

GetWhys Grounds AI GTM Content with Buyer Intelligence

GetWhys announced the launch (relaunch) of a platform that lets product marketing and go-to-market teams validate messaging, positioning and AI-generated content against a proprietary buyer intelligence database built from thousands of B2B buyer interviews. The platform embeds validation into existing workflows and offers features including a Model Context Protocol (MCP) validation layer, a content scratchpad, call-recorder integration starting with Gong, Slack integration, unlimited research requests, and citation-backed outputs. Earlier this year GetWhys closed a $5.2M oversubscribed funding round led by EPIC Ventures with participation from CEAS Investments, Portland Seed Fund, Next Frontier Capital, Tuesday Capital, and Capital Eleven. The company says it has grown revenue more than tenfold, expanded customers more than twentyfold, and doubled its team to 18 employees. Customers named include Intel, Verizon and CDW.