Welcome to B2BFYI!

Welcome! You're juggling rebrands, content strategies, new tech, and impossible pipeline targets. B2BFYI cuts through the noise with practical insights on brand, content, technology and lead generation—based on real experience, not LinkedIn fairy tales.

B2BFYI is written by industry veterans Chris Bennett (Strategy), Geoff Bretherick (Creative) and Philip Bennison (Tech), and published weekly. You can sign up here to get issues straight to your inbox.

But this one's different.

Not because we have all the answers, but because we think you deserve better than the recycled advice, empty platitudes, and one-size-fits-all frameworks that dominate B2B marketing content.

You're capable of brilliant work. You've got the ideas, the strategic thinking, and the drive to build something remarkable.

What you don't always have is the space to think clearly, practical guidance that respects your constraints, or honest perspectives from people who've actually done this work.

That's what B2BFYI is for.

Every week, we'll tackle one topic in depth—brand, content, technology, or lead generation. We'll share what we've learned from building brands, running campaigns, and yes, cleaning up the inevitable messes along the way.

You'll get: → Practical frameworks you can actually implement → Honest perspectives on what works (and what doesn't) → Real examples from complex B2B businesses → The confidence to make better decisions faster

No false promises. No oversimplified solutions. Just experienced practitioners sharing what they wish someone had told them years ago.

Chris Bennett has spent 15+ years helping B2B businesses cut through complexity and build marketing strategies that actually work. He's brilliant at finding the path forward when everyone else is stuck. Also functions without coffee, which remains unexplained.

Geoff Bretherick has led brand transformations for over two decades, including award-winning work for major professional services firms. He knows what makes brands genuinely stand out and how to bring design teams along for the journey. His tortoise lives an enviably luxurious life.

We've both spent our careers working with ambitious B2B businesses navigating messy, complicated challenges. We've seen what's possible when marketers have the right insights, frameworks, and confidence to do exceptional work.

Thanks for being here.

-chris & geoff