Rivatra is a practical publication for people who have to turn marketing into pipeline. We write about lead generation, paid ads, analytics, funnels, social media and sales for B2B teams, agencies and founders who need something they can use this week, not another list of trends.
What you will find here
- Templates and checklists you can copy: UTM naming conventions, handoff checklists, email sequences, discovery call questions.
- Benchmarks with context: ranges for cost per lead, cost per qualified lead, conversion rates and budgets, with an explanation of what moves them.
- Measurement that holds up: GA4 setup, attribution, tracking and reporting that a sales team will actually trust.
- Channel playbooks for Google Ads, LinkedIn, Meta, email and organic search, written for teams with real budgets and real constraints.
How we write
- Specific over general. Every article should leave you with a number, a template, a formula or a decision rule.
- Honest about uncertainty. Benchmarks are ranges, not promises. We say where a figure comes from and how much it varies.
- Kept current. Platforms change constantly. When a setting, a report or a best practice changes, we update the article and show the updated date.
- Independent. We do not accept payment to recommend a tool. If that ever changes, the article will say so clearly.
Where to start
New here? Three good first reads: Cost Per Qualified Lead Benchmarks by Industry and Channel, MQL vs SQL: A Handoff Checklist and UTM Naming Conventions. Or browse by topic: Lead Gen, Paid Ads, Analytics, Funnels, SMM and Sales.
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