Directive

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Directive As an enterprise search marketing agency, we bring an innovative approach to search marketing and demand generation with a core focus on MQLs and ROI.

We scale qualified leads for enterprise companies around the world, but you'll feel like our only client. Our people work harder, move faster, and pull together until the job is done. They're the reason our average client's results look like another agency's highlight reel. If you're looking to build your online presence and grow your business, contact us today!

For almost three years I watched two guys rewrite B2B homepages on LinkedIn... one lived in Austin the whole time.Rob Ka...
10/16/2026

For almost three years I watched two guys rewrite B2B homepages on LinkedIn... one lived in Austin the whole time.

Rob Kaminski and Anthony Pierri posted positioning content every day for years. Homepage teardowns and messaging rewrites, one after another. Together they built Fletch and shaped the messaging behind some of the most recognized names in B2B software.

When I found out Rob was right here in Austin, I booked him.

In the room he answered the way he rewrites a homepage. Every answer was precise, with depth and range behind it, and nothing stayed surface level.

Send this to whoever owns your homepage.

Episode 6 of GTM Confessions drops Monday.

10/15/2026

If you run sales and a campaign misses, the easy move is to blame marketing... John Eitel’s team did the opposite.

At WP Engine, sales thanked marketing for owning a miss and offered to make it up on their side. Later, when sales missed, marketing said, “You had me last time. I got you this time.”

10/14/2026

If you lead marketing and your new boss came from sales, here's what a good one says on day one: "Hey, I'm a faker here."

John Eitel spent 13 years at Rackspace (joined at 50 people, left at 7,000), then Spiceworks, WP Engine, Canva and Demandbase. Now he runs sales and marketing as CGO at Orum.

His rule for the first 90 days: "You've got two ears, one mouth. Remember that ratio."

Our latest Player of the Week is Cassandra Calamunci! ✨Cassi hit the ground running and never looked back. She jumped on...
10/08/2026

Our latest Player of the Week is Cassandra Calamunci! ✨

Cassi hit the ground running and never looked back. She jumped onto major accounts from day one, earned client trust fast, and delivers with a confidence that is impossible to miss. Exactly the kind of person you want on your team.

Outside of work she loves volleyball, hot yoga, cooking, and quality time with her fiance and puppy.

In Cassi’s own words: “I love working at Directive because of the people and the relationships we build with our clients. It’s a place where I feel excited to grow.”

Cassi, we are so lucky to have you on this team.

Is an $11 CPC expensive? Is a 3% CTR strong?Without a benchmark, there's no honest answer. And guessing usually means cu...
10/01/2026

Is an $11 CPC expensive? Is a 3% CTR strong?

Without a benchmark, there's no honest answer. And guessing usually means cutting the campaign that was quietly building your most efficient funnel.

We analyzed six months of B2B paid media performance and landed on 36 benchmarks across Google Search, retargeting, and LinkedIn ad formats.

On October 20 at 2 PM EST, Johnny Chappell, Eliza Miller, and Andrew Finkenbinder from our paid media team are walking through what The Verdict Report found, how to spot where your funnel splits from the benchmark, and how to turn those gaps into smarter 2027 decisions.

If you're building next year's budget right now, this is the gut check before you commit.

Link in bio to register.

I was 20 minutes late to my own podcast. The guy waiting on me has 13 years at Rackspace and executive roles at Canva an...
09/22/2026

I was 20 minutes late to my own podcast. The guy waiting on me has 13 years at Rackspace and executive roles at Canva and Demandbase. I walked in expecting tension, but what happened next told me more about him than any answer he gave on camera.

No frustration. No passive aggression. Just kindness and understanding.

John Eitel is the Chief Growth Officer at Orum. That title matters. Because most companies split sales and marketing into two executives, two budgets, and two competing versions of the truth. John replaced both seats with one.

But the thing that stood out before we ever hit record wasn't the resume. It was the person. One of the most compassionate humans I've sat across from on this show, but don't mistake that for soft. This is a leader who knows how to steward a team and put the systems in place to win. Both at the same time.

That balance is rare. Most leaders lean one way or the other.

Episode five of GTM Confessions drops tomorrow.

09/21/2026

Brandi Eppolito went through two acquisitions, and found out about both while pregnant.

09/16/2026

Why This CMO Only Thrives at 50 Person Companies

09/15/2026

Ranking well in Google does not guarantee your brand will surface in ChatGPT or Claude.

09/11/2026

What GEO actually is, and what everyone's getting wrong about it.

You cannot succeed by bucketing in your GEO and AI optimizations with traditional SEO. They can be part of the same strategy, but dominating AI generated answers requires a holistic approach to content which is often lost by chasing individual keywords.

Address

750 Lexington Avenue
New York, NY
10022

Opening Hours

Monday 8am - 6pm
Tuesday 8am - 6pm
Wednesday 8am - 6pm
Thursday 8am - 6pm
Friday 8am - 6pm

Telephone

+16464700190

Website

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