Things we’ve shipped + studied.
Original research, opinionated essays, case studies, calculators, and the operator-facing tools we use ourselves. All free. No gates.
Original Research
Research IG owns and publishes.
State of the Buyer H2 2026
72% of Google searches now end without a click. The full report on how B2B buyer behavior changed in 2026. 89% of buyers use GenAI for self-guided research.
Read the report →The Shift
Slow-moving, opinionated perspective pieces from IG leadership. Chris Salazar on Ex Experimento. Norm DeSilva on Keeping It Simple. Editorial-quality writing, not blog content.
Read The Shift →Insights
Practical articles on growth strategy, AI adoption, marketing operations, startup scaling. Updated weekly. Written by the IG team and operators in the field.
Read insights →Decision Tools
Calculators & comparisons.
Fractional CMO Cost Calculator
Compare what a Fractional CMO costs vs hiring a full-time CMO at $355K-$700K loaded. Tier-aware. Outputs annual savings + ROI math.
Run the calculator →Published Fractional CMO pricing
Three tiers from $2,500/mo. Real numbers on the page. No sales-call gate. The AVAI proof point shows what ships at each tier.
See pricing →vs the category
Honest side-by-side pages: vs Chief Outsiders, vs MarketerHire, vs CMOx, vs Right Side Up, vs Growth Collective, vs Fractional CMO Partners.
See comparisons →Case Studies
Named clients. Named numbers.
20twenty Willow Glen
Restaurant rebrand and digital relaunch. Beat dashboard live for the owner. Reference deployment for the IG Local engagement model.
Read the case →OneBenefits — Marketing AI in 8 Weeks
The same architecture we deploy for clients, shipped end-to-end on ourselves. 8 weeks zero-to-live. 75% campaign time-to-launch reduction.
Read the case →All case studies
Full case-study library. AWS, Google AI, SprintRay, OneBenefits, AVAI, echo, Seequent, 20twenty Willow Glen, plus 200+ other engagements not yet written up.
Browse all →Frameworks & Playbooks
Operator-grade frameworks.
Fractional CMO glossary
Terms, engagement models, and category definitions buyers actually use. Built for navigational and informational SEO.
See glossary →How we work
Compact, Standard, Strategic engagement shapes. Subscription and outcomes-based pricing. Three engagement sizes matched to bottleneck size.
Read it →AEO + GEO playbook
Answer engine optimization + generative engine optimization. How to be cited inside AI answers. Our own llms.txt is one of the deliverables we publish.
Read the playbook →Get the newest IG content in your inbox.
No newsletter spam. Just new Shift pieces, new research, and new tools when they ship. Twice a month, max.
Follow on LinkedIn →