Get a system you can run and defend
You're the most senior marketer, you report to someone who isn't, and you're spread too thin to prove what's working. Start with what CBM is and how it works.
Cycle-Based Marketing Institute
Campaigns end. Cycles compound.
Cycle-Based Marketing is the complete system small B2B marketing teams run all their marketing under.
A structure that tells a team of one to seven what to run and how to judge it, and a monthly process that makes your marketing stronger every cycle instead of starting over every quarter.
Where to start
Back your marketer without replacing them
You want marketing you don't have to manage by gut. See how workshops, certification and coaching give your marketer a system, and give you a number to judge it by.
Coach a named methodology
Bring a licensed curriculum, a repeatable offer and engagements that last past the strategy phase to your practice.
What CBM is
A unified theory of B2B marketing
Other approaches hand you tactics tied to a moment, or sell the idea that you can trade money for customers. CBM combines brand advertising’s respect for brand, performance marketing’s continuous improvement and inbound’s focus on the buyer’s journey into one system that turns marketing into an asset.
A structure that tells you what to run
Every Initiative takes one of six forms, and the form decides how it is measured. Streams put your content in front of the right audience, and each one has a single job.
A monthly cycle that compounds
Each month you review every piece of content and every channel against its own metric. Keep what works, fix or replace what doesn’t. Evergreen first, so last month’s work keeps paying off.
Measurement your boss can trust
Optimization Metrics tell you what to fix next. Outcome Metrics, like an Incremental Lift study, answer “what did marketing make us?” without leaning on attribution.
Not ready yet? Get the monthly cycle.
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