How to go up
& to the right
The case for simplicity in a crowded, overly-complicated B2B landscape
This is our manifesto - the foundation for how we work, and how we think B2B marketing actually works today. Below, we outline the 8 fundamental building blocks we build from - and show how they come together to create systems that scale.
The channels that once offered an edge have matured - and with maturity comes saturation. Everyone’s on the same platforms. Everyone’s running the same plays.
There are no more underpriced clicks, no guaranteed organic reach, no magical targeting filters.
And while AI has increased output, it hasn’t increased originality. If anything, it’s flattened the playing field — making it easier for everyone to create more content, faster, with less differentiation. The result? Volume is up. But advantage is down.
On top of that, macro pressure is real:
Budgets are tighter. Buying cycles are longer. Scrutiny is higher. Every program is expected to prove its value — fast.
In response, most of the market did what it always does: pile on more. More tools. More tactics. More noise.
Every week, there’s a new playbook, new hack, new LinkedIn post that says you’re one “comment below” away from receiving the elusive PDF. But when you look closely, most of it is just that — noise, repackaged and renamed.
But here’s the truth:
What works right now isn’t more complicated — it’s simplicity, coordinated well. The teams that are winning aren’t chasing hacks. They’re getting sharper on the fundamentals for immediate and long term results.
Good marketing is mostly about doing the right things with consistency over time.
Knowing who
you’re for
Saying the right
things to them
Showing up where
they actually are
And doing it all with
quality and consistency
None of that sounds sexy and that is why very few are doing this well. But that’s what drives predictability.
This isn’t an excuse to abdicate responsibility for short-term results. Executed with urgency, the fundamentals themselves drive immediate outcomes—outcomes that scale in impact over time
The best companies are operationally brilliant at the basics. At UTTR, we call them the 8 fundamentals:
Product Marketing
Nail your target ICP and positioning. Then have a great website that reflects them.
Content Marketing
Publish helpful, quality content that brings actual value.
Demand
Gen
Pick a handful of channels at any point, focus on them before scaling into others.
Revenue Operations
Perfect the alignment, handoff, and feedback loops between marketing and sales.
Revenue Operations
Build a CRM infrastructure and attribution that supports decision making, not someone’s job’s existence.
Brand & Creative
Invest in long term brand awareness. Not everything can be a ‘quick win’.
Brand & Creative
Be creative, unique and where needed, bold.
Lifecycle Marketing
Consistently communicate with your prospects and clients.
Leaps don’t scale. Layers do
A good marketing engine isn’t built on a single channel, tool, or play. It’s not a “leap” you make once — it’s a set of layers you build deliberately.
An example of how each one sharpens the next
When these pieces are aligned and executed well, they don’t just work individually — they amplify each other. That’s how real marketing scale is built: Not through silver bullets — but through well-run, well-layered systems. You don’t need a leap. You need layers.
That’s how you go up and to the right
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