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?

🚫 Your blog traffic isn’t the problem. 👉 The real issue? Traffic ≠ revenue. On Oct 21 @ 12 PM EST, join Directive’s content leaders + Case Status to see how interactive tools are replacing static blogs... and actually driving pipeline. You’ll learn: ✅ When to pivot beyond blogs ✅ Why ROI calculators, quizzes & AI builders crush engagement + lead capture ✅ How to launch interactive assets without heavy dev lift ✅ How one asset can fuel SEO, PR & conversions all at once Speakers: Sara Meier, Michael Bonebright, Nathan Smith, Betsy Cunningham Kinney 🎟 Save your spot ➡️ https://lnkd.in/e3r6vGYj

Most B2B SaaS content strategies are broken. 📉 Great traffic. Strong engagement. But when your CFO asks about pipeline impact? 🤔 Here's why: 47% of B2B marketers don't even measure content ROI. 😬 In the latest article I wrote for Directive, I break down a complete framework that flips the traditional content marketing playbook on its head. Instead of starting with awareness content and hoping it eventually drives revenue, I show you how to: ✅ Start with bottom-of-funnel content first (it converts 2-3x higher) ✅ Build content that buying committees actually use in their decision process ✅ Set up attribution models that connect content to closed deals, not just MQLs ✅ Implement a 90-day action plan that drives measurable pipeline This isn't about creating more content. It's about creating content that your CFO will actually love, because it moves the revenue needle. 💰 If you're tired of defending your content budget with engagement metrics, this guide is for you. 🎯 Read the full framework: https://lnkd.in/drYerfjq

Events tie a brand to a feeling. Last week in New York, that feeling was laughter, connection, and being in the right room with the right people. It’s moments like that that make a brand stick, not just something you know, but something you remember. A community. Next stop: San Francisco. On October 16th, we’re hosting our next Pasta & Cocktail Masterclass: an evening of handmade pasta, crafted cocktails, and real conversation with fellow B2B SaaS marketing executives. These dinners are intentionally selective. We qualify every guest to make sure the room is filled with the right leaders: people who will add to the conversation and the community we’re building. And because we value your time, we encourage you to bring a plus one. We want this to feel like a night out, not another work obligation. That’s what makes the energy real, the conversations natural, and the community lasting. 👉 Apply to attend here: https://lnkd.in/eT-MbTE7

🚀 Excited to welcome Christine Shull as our new Senior Paid Media Strategist! 🚀 Christine joins Directive with 3 years of paid media experience at VOGLIO Digital Marketing and is already making an impact, ensuring smooth client onboarding and driving strategic continuity. She’ll be leading campaign strategy across Google, Microsoft, LinkedIn, Meta, and more. Outside of work, Christine loves reading, baking, volunteering with shelter animals, and even working weekends at her favorite local boutique. We’re so excited to have her on the team! 🙌

Is AI the end of SEO, or its biggest evolution yet? AI is changing how people search and how engines deliver answers. But it’s not replacing SEO pros. It’s reshaping the role. Strategy, creativity, and human insight matter more than ever. We call it moving from Search Engine Optimization, to Search Everywhere Optimization. Read our latest blog on how to adapt: https://lnkd.in/eCHjb4-A #SEO #AI #DigitalMarketing #SearchEverywhere #Directive

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.