No Fluff Information

Why are competitors winning? And what should marketing do about it? No Fluff is an independent competitive benchmarking firm for B2B companies losing ground to competitors and unsure where marketing should focus next. Before another planning cycle puts more time, people, and budget behind the wrong problem, we investigate the market outside the company. We start with real buyer questions, customer and sales insights, and competitor research. We then analyze search and AI results. The evidence shows where demand is being lost, why competitors have the advantage, and what marketing should prioritize first. What we uncover is rarely obvious: • Missed revenue: Competitors capturing anywhere from 250k to 3M in demand per year that the client was missing • Competitive blind spots: Most engagements reveal 3–5+ real rivals the company never counts as competition. • Missing proof points: Real proof existed (results, credentials, reviews) but none of it is built into the company's market-facing story. • Unclear differentiation: Strong points of difference that can be sharpened into a message the market could repeat. • Reputation exposure: Real share of voice lives on third parties; most companies aren't present enough, so those platforms speak louder than they do. These findings show leadership where demand is being lost, what is getting in the way, and where marketing can make the greatest difference. One report turns that outside perspective into five immediate priorities and a focused six-month action plan. No new software, required retainer, or need to replace your team or agency. We work with expertise-led service firms and multi-location businesses deciding where limited marketing budgets will have the greatest impact. Our team is led by founder and CEO Katie Artz, who spent 15 years leading marketing inside complex B2B organizations and helping scale a company tenfold through seven acquisitions. Her work has appeared in Search Engine Journal and CustomerThink.