The Library
B2B marketing, explained the way a good marketing leader would — with real benchmarks, named sources, and no pretending it’s easy. Written for founders doing the marketing themselves, and marketing teams of one.
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Strategy & positioning
The calls a marketing leader makes: positioning, ICP, messaging, and where to play.
How to run a B2B marketing audit (with the exact checklist)
The Seven-Check Audit: the diagnostic sequence a marketing leader runs before spending another dollar.
Positioning for B2B startups: how to write it and test it
Positioning from customer evidence, and the 10-second test that tells you whether it landed.
Pipeline & measurement
Pipeline math, funnel benchmarks, and what to report to the board.
Channels & plays
Choosing and running the plays: content, founder-led, outbound, paid, community.
The operating cadence
How marketing actually runs week to week: planning, prioritizing, and making the calls.
The 90-day marketing plan for B2B startups
The math, the plays, and the calls — a 90-day plan you can actually run alone.
The weekly marketing cadence: how a team of one stays on plan
The Monday Thirty: the half-hour ritual that keeps a one-person marketing team running the plan.
Kill it or double down: deciding when a marketing play isn’t working
The Two-Clock System: leading checkpoints, channel verdict clocks, and the rules for making the call.
Budget & team
What to spend, when to hire, and what to do until then.
How much should a B2B startup spend on marketing? (2026 benchmarks)
The Pipeline-Back Budget: why percent-of-revenue rules mislead startups, and what the 2026 numbers actually say.
Your first marketing hire: when, who, and what to do until then
The Capacity Test: hire when execution is the constraint, not decisions — with 2026 salary benchmarks.
AI & tools
Working with AI as a marketing team of one — honest comparisons included.
Every guide ends the same way ✨
Because every honest answer in B2B marketing starts with knowing where you stand. Kindling’s free audit takes about ten minutes and names your biggest leaks plainly.
Start with the free auditFree. About ten minutes. No card required.