Editorial Process

1. Who writes here

Articles on ADV.me are published under editorial pen names, listed below, each covering a fixed topic area. The pen names are not individual practitioners: articles are researched and written by the ADV.me editorial team with AI-assisted research, and figures are linked to their primary sources.

Active contributors:

• James Whitfield — B2B lead generation, ABM, marketing automation, sales-marketing alignment, outbound strategy, pipeline operations
• Priya Sharma — PPC, Google Ads, paid advertising, attribution modeling, performance marketing, marketing mix modeling
• Sarah Chen — PLG growth, paid acquisition, SaaS attribution, cohort analysis, B2B funnel optimization, growth marketing

2. How we research

Topic selection starts with reader questions, search demand data, and gaps in the existing literature. Each piece begins with a research brief that lists primary sources, named experts consulted, and the specific question the article answers.

We prefer original data — first-party benchmarks, internal experiments, public datasets — over secondary citations. When secondary sources are used, we link to the primary source rather than the article that summarised it.

3. Fact-checking standard

Every quantitative claim must meet at least one of the following:

• Traceable to a named primary source (study, dataset, vendor benchmark)
• Marked as an estimate or directional figure when precise data is unavailable

We do not use round-number "industry estimates" without attribution, AI-paraphrased statistics, or claims of the form "studies show" without naming the study.

4. Use of AI tools

AI tools assist with research synthesis, outline generation, draft scaffolding, and copy-editing. Every published article is read, edited, fact-checked, and signed off by its named human author. We do not publish unedited AI output. When AI was used substantively in research, we say so.

5. Updates and dating

Articles are reviewed on at least a 12-month cycle. Material updates — new data, deprecated tools, regulatory shifts, methodology changes — trigger a re-write and a refreshed publish date. Minor edits (broken links, typo fixes, light clarifications) preserve the original date.

Substantive rewrites carry a visible "Updated" marker explaining what changed.

6. Corrections policy

Factual errors are corrected within 48 hours of being verified. Each correction is documented in a footer note on the affected article (date + what changed). For sensitive corrections (a named company, a real person, a specific claim), we also notify the original source where contact information is available.

To report an error: email the article's author directly (their address is listed on the author page) or write to the editorial team at editorial@adv.me.

7. Funding and disclosure

ADV.me is funded by a mix of consulting work, paid newsletter subscriptions, and a small number of clearly-labelled affiliate links to tools the authors actively use in their own practice. Affiliate links carry a visible "(affiliate)" marker and never influence which tools we recommend or how we describe them.

Sponsored placements, when accepted, are clearly labelled "Sponsored" inline and segregated from editorial recommendations. We do not accept paid placements that require positive framing or omit competitor mentions.

8. Editorial independence

Authors choose their own topics within their declared areas of expertise. No advertiser, sponsor, or affiliate partner has approval rights over editorial content. Author opinions are their own and may differ across the site.