Directive

Marketing should feel as good as it performs. At Directive, we don’t just optimize for pipeline. We obsess over the craft. From the creative to the conversions, everything we do is built to move your business forward and make your brand unforgettable. Because in 2025, performance alone isn’t enough. You need strategy with soul, execution that stands out, and a team that’s in it with you from brief to boardroom. We’re not just marketers. We’re builders of brands that truly scale. Ready to see what winning feels like?

Are gated content downloads worth the investment? B2B SaaS marketers have a unique advantage - most of us have been the buyer at some point. We know what it feels like to be on the other side of the table, and what matters in that moment. I have yet to talk to a B2B leader who is downloading eBooks on LinkedIn to make a purchase decision. We all know what's going to happen when we hand over our email address. We'll get nurtured, called, and chased before we're ready. I'll be the first to say that gated content isn't always a bad play. It can work if: - You're THE recognized authority in your space - The content features a true thought leader or industry voice that people trust - You're offering proprietary data that no one else has (and adds value/solves a problem) - (Please add to this list in the comments) Outside of these cases, is gated content really the best use of the enormous amounts of time and budget that we give it? Content downloads usually capture low-intent leads that take a very long time to monetize, not in-market buyers. Meanwhile, it's 2025 and decision makers are doing their research on ChatGPT and AIOs. If your content is genuinely valuable, it should be showing up there, not locked behind a form. Put those great insights on LinkedIn post or a TikTok video where your buyer is actually hanging out (yes, decision makers hang out on TikTok too). The better question is: How do we deliver insight and build credibility in a way that matches how people actually buy today?

We’re thrilled to welcome Simon Robillard as the newest Demand Generation Manager here at Directive! 🎉 With over seven years of digital marketing experience, Simon brings a powerful blend of strategic thinking and hands-on execution across every stage of the campaign lifecycle. From building performance frameworks to optimizing reporting workflows, his focus is simple: drive measurable growth through precise, scalable demand programs. 💬 In his own words: “Directive has positioned itself as an industry leader for a B2B SaaS agency, and very quickly I noticed the alignment between the brand image and internal execution. That’s rare. Too often, there’s a disconnect between what companies say and what they do. But not here — the expertise, structure, and strategic rigor impressed me from day one. I’m inspired to work alongside some of the brightest minds in the industry, refine my own craft, and eventually pay that forward to the next generation of marketers.” Simon’s approach is rooted in clarity, accountability, and continuous optimization, which are the same principles we live by. Outside of work, he brings that same energy to mentoring and exploring new ideas that push boundaries. Please join us in giving Simon a warm welcome! We’re so happy to have him on the team! 🙌

Your pipeline isn’t dry. It’s clogged. You’re leaking revenue because your HubSpot is broken. GrowLink is proof: Instead of chasing new leads, they cleaned house.  Revamping workflows, reactivating cold contacts, and fixing broken handoffs between marketing and sales. The result? ✨ 32 new opportunities ✨ 23 new customers ✨ Lower cost per acquisition The takeaway: HubSpot isn’t a “tool.” It’s infrastructure. When implemented with intent, it becomes your operating system for growth. 👉 Map your lead journey 👉 Score leads with real closed-won data 👉 Build workflows around behavior, not checklists 👉 Audit + optimize constantly Your next big revenue win might already be sitting in your database. Full guide here: https://lnkd.in/gd2xvvpu

I’ll never know what it feels like to lead as a woman. What I can do is confront the bias that forces them to fight twice as hard just to be heard. Having strong, successful women on your team is different than having men on your team. I’m not going to pretend it’s not. But let’s talk about why. - They’re still underpaid. - They’re still talked over. - They’re still walking on eggshells to not come off as “difficult.” - None of that is their fault. That’s decades of bias baked into the system. Even the most confident woman on your team has probably had to learn how to navigate power without being seen as rude or a threat in situations where a man would be seen as confident and in control. That shapes how she leads. That shapes how she speaks. That shapes how she shows up to meetings. You don’t have to like it. But if you ignore it, you’re a liability to your own team. If you want women to lead at the highest level… You need to create a culture where they don’t have to play defense first. And, by doing this:  - You’ll hear more voices that should have been leading all along. - You’ll keep the talent you say you value. - You’ll build a culture where women don’t have to work twice as hard to be taken seriously. The companies that fix this aren’t just better performers. They’re better places to work. I know I’m saying this as a man, and I know I’ll never fully understand. But I want to say something because staying silent does nothing to help fix the problem. I want to be supportive of the women in business, the women in marketing, and the women at my company. Let’s break down the number of women at Directive. 60% of our leaders and managers are women. Almost my entire marketing team is made up of women. It’s not a diversity hire thing. It’s a “they were the best people for the job” thing. Still—look around. Most companies can’t say this. Because they haven’t built the systems to support women in leadership. The real work isn't opening the door - it's what happens after. This isn’t a post about hiring or promoting more women. It's a post about cultivating everyday moments. It’s about how we listen, how we advocate, and how we create space for women to lead without overcoming our male ego. Stop and let that sink in. Take a look around at your business. Have the hard conversations. Let’s do better. 

Last week, our global Directive team came together in Los Cabos, Mexico for an unforgettable retreat. 🌍 Teammates flew in from across the US, Mexico, Canada, the UK, and beyond. Once a year, we step away from our screens to be present with each other in real life. These few days were about more than sunshine and scenery. They were about connection. About sharing meals, catching up face to face, and spending time with the people behind the work. We gathered for dinner and heartfelt toasts. We spent a day out on the water. We sang our hearts out at karaoke, danced under the stars at our beach party, and had the kinds of conversations that don’t happen on Zoom. This wasn’t about deadlines or deliverables. It was about people. And it reminded us what makes Directive so special: a culture rooted in trust, care, and showing up for one another. A huge thank you to everyone who made this possible, and especially Garrett Mehrguth for fostering such a great culture, year after year. Moments like this bring us closer, fill our cups, and carry us into the rest of the year feeling more connected than ever. 🌞

🚨 In 2025, “conversions” won’t save your budget. Marketers win budgets when they show profit, not just activity. Your CFO only cares about one thing: ROAS. Here’s what we found analyzing 1,200+ B2B campaigns:  - Tech (Enterprise): 3.2 avg. ROAS - SaaS (Mid-Market): 2.6 avg. (top 25% = 4.1!) - Manufacturing: 1.8–2.3 avg. Across channels: Google Search → 2.8 ROAS (mid-funnel gold) LinkedIn → 2.2 (high-ACV powerhouse) Facebook → 1.9 (great TOFU, weak BOFU) One enterprise tech cohort?  +237% ROAS just by aligning creative, targeting, and budgets with intent signals. ROAS isn’t a number. It’s how you prove marketing is growth, not spend. Full benchmarks + playbook:  https://lnkd.in/g9_JD4fH 

Most marketing communities promise connection. But once you’re inside, it’s a different story. It’s hard to find real conversations. You’re met with recycled tips, cold DMs, and threads that don’t apply to the challenges you’re facing. Especially when you’re leading a team, owning a number, and trying to make the right calls across demand, brand, and budget. That’s why we built Exec Exchange. It’s a private Slack community for senior marketers. Directors, VPs, CMOs, and above. People who are in the seat, making real decisions, and willing to share what’s working. Inside, it feels different. Someone might ask how to justify headcount during planning season. A few hours later, they’ve got honest replies from peers who’ve had that same conversation with their CFO. Other times, it’s a discussion about AI workflows or how to cut non-performing channels without setting off alarm bells in sales. There’s no noise. No pitches. Just thoughtful marketers solving hard problems together. Exec Exchange is built on the same values we hold at Directive. Transparency. Real outcomes. Strong opinions, loosely held. This is not a content farm. It’s not a growth hack thread. It’s a space to get better alongside people who actually get it. If that’s the kind of community you’ve been missing, come join us. Exec Exchange is where senior marketers get sharper, together. [Apply to join]: https://lnkd.in/gG5cJ3Py

🚨 Directive’s Recruitment Roundup – September Edition 🌐 We’re scaling across key growth roles and looking for marketers who want to build, learn, and grow at one of the top-performing agencies in the game. 🔥 🎯 In High Demand (Hiring Multiples) Paid Media Strategists: https://lnkd.in/gdEbqUsR Demand Generation Managers: https://lnkd.in/geTPJtqk LinkedIn Ads Strategists: https://lnkd.in/guPNUe8w Design Intern: https://lnkd.in/ggCSKC4f Conversion Optimization Strategist: https://lnkd.in/g3Z-e8C3 Director, Demand Generation (Startups): https://lnkd.in/g8RCemu6 📌 Also on the Lookout for Future Hires: Sr. Programmatic Strategists: https://lnkd.in/gnXgrREd Content Strategists (US/CAD/MX): https://lnkd.in/gEDqGCd8 Content Strategist (UK): https://lnkd.in/gTe7WTvz Why join Directive? ✅ Work alongside self-starters, agile learners, and risk-takers who love to win ✅ Drive programs that actually move the needle on pipeline and revenue ✅ Be part of a remote culture that balances high standards with a close-knit team who love winning together What to expect at Directive: From day one, every team member is aligned on our values. That shared foundation fuels an environment where people grow, results matter, and collaboration is the norm. You’ll get the space to do your best work and the support to keep raising the bar. 📍Apply here: https://lnkd.in/gK8t-Z3

Directive is growing, and our Paid Media team is currently at the center of that growth. We don’t run campaigns for the sake of clicks. Our strategists drive real pipeline for B2B SaaS brands. If you’ve managed big budgets, owned client relationships, and are tired of chasing vanity metrics, this is the place to level up. What makes this role different: - You lead strategy, not just execution - You’re a partner to the client, not an order taker - You focus on business outcomes, not platform performance - You’ll join a team built around impact, not volume We’ve built one of the strongest paid media teams in the world by doing things differently. Now we’re looking for more sharp, strategic thinkers to raise the bar even higher. We're hiring in both the U.S. and Canada. If you’re ready to own the work and drive results that matter, this link is for you: https://lnkd.in/gpbQfxaq