Lead attribution headaches? You're not alone.

In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align.

You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads.

Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.

Brand search: smart strategy or budget drain?

If competitors are bidding on your name, ignoring branded keywords could cost you leads. In this episode, Louis and Maelien unpack when to use brand search in B2B paid media, how to defend your territory, and why attributing conversions to brand ads is trickier than it looks.

Learn how to budget, exclude brand from Performance Max, and use Auction Insights to your advantage- all while keeping your CPA honest. Practical, no-nonsense guidance for paid search managers navigating the brand vs. performance debate.

Feeling the pressure to do more in 2026? This episode makes the case for doing better with less.

Louis and Maelien pull back the curtain on Web Marketer’s internal strategy for the year ahead—ditching the cookie-cutter mindset and doubling down on partnership-driven client retention.

You'll hear why “embracing the boutique” beats scalability at all costs, and how enablement-from data infrastructure to project management-can unlock high-impact work without the chaos.

Struggling to run meaningful B2B landing page split tests without wasting time and budget?

This episode breaks down how to build a high-impact testing schedule grounded in customer insight, not guesswork.

Learn how to plan smart hypotheses, track at deal level, and know when a test is ready to call.

Whether you’re running lab-style tests or optimising ad performance, this framework helps you identify what really moves the pipeline.

Inbound calls convert- but are you even tracking them? Most B2B marketers aren't.

In this episode, Louis and Maelien reveal how poor call tracking setups waste high-quality leads and underreport campaign ROI. You'll learn how to use Google’s free “calls from website” tracking, set call duration thresholds to filter quality, and bridge the gap between Google Ads and your CRM.

Plus, they share the exact tools and workflows that link inbound calls to actual revenue—without piling on manual work.

Most B2B lead ads don’t fail because of the platform, they fail because they chase cheap leads with zero buying intent.

In this episode, Louis and Maelien break down why standard lead gen playbooks fall short and how to fix them.

You’ll learn how to build lead ads that screen out the wrong people, create real commercial value, and align with the buying journey. From adding smart friction to using self-selection questions, this is a practical guide to turning junk leads into sales-ready conversations.

AI won’t steal your job, but it might flood your feed.

In this episode, Louis and Maelien break down where AI adds real value in B2B marketing, and where it still falls short.

You’ll learn how to use AI as a productivity multiplier without losing originality, why average content is becoming invisible, and how to keep your brand voice sharp in an era of copy-paste creativity.

Plus, practical ways AI is speeding up audits, reporting and customer insight, without replacing human judgement.

Bad leads waste time, hurt morale, and tank conversion rates.

But most lead quality issues aren’t caused by one big mistake, they're caused by six small ones that stack up fast.

In this episode, Louis and Maelien break down the hidden issues silently killing your lead-to-sale conversion rate. From weak traffic signals and role mismatch to unclear landing pages and form friction, you’ll learn how to diagnose the problem and fix it at source.

Plus, we share low-effort, high-impact tactics to boost quality fast, without blowing up your pipeline.

Brand or performance – which side are you on?

If your answer is either, you’re likely missing half the picture.

In this episode, Louis and Maelien break down the false divide between demand generation and performance marketing, showing why the real winners are those who blend both.

Learn how to use branded search as a signal for performance potential, when to boost posts without wasting budget, and how to tap your brand equity for measurable results.

Plus, a practical way to test your market maturity and tailor your strategy accordingly.

Funnels are failing - here’s what to do instead.

In this episode, Louis is joined by Phil Treagus-Evans, founder of Giraffe Social and author of Human First Marketing, to unpack why the traditional B2B funnel is broken and how his “Pinball Method” better reflects today’s messy, non-linear customer journey.

You'll hear how human-first principles drive advocacy, why lazy AI marketing is killing trust, and how short-termism is holding marketers back. If you're struggling to balance brand and performance, or questioning the value of landing pages- this episode is for you.