Most industrial marketing writing is addressed to the wrong room. It talks about brand and awareness and funnels, to people whose actual problem is that a distributor in Cedar Rapids has quietly stopped mentioning them.
This is for the other conversation. What a channel does rather than what it reports. Why a specialist reaches for one line and not another. What a lost quote actually cost, and whether anybody asked. Where the methods used to measure any of it fall down, and what to use instead.
Numbers where there are numbers, and an admission where there are not.