Insights

Things I’ve been thinking about.

Practical observations from the work: positioning, content, measurement, websites, and where AI is actually useful.

16 articles

Strategy · FeaturedYour marketing plan should make Monday morning easierA marketing plan can be smart, thorough, and still be hard to use.7 min readRead more
StrategyMake it easier for people to refer the right clientsMost small B2B firms say their best clients come from referrals. The problem is that the firm often has no reliable way to make more of those introductions happen.6 min readRead more StrategyWould you choose this marketing expense again?Some marketing expenses become part of the routine so gradually that nobody remembers the original decision to make them.7 min readRead more StrategyTry buying from your own websiteA lot of B2B websites make perfect sense to the people who work at the company.6 min readRead more StrategyYour marketing is not behind. Your approval process is.There is a version of a marketing problem that looks like a capacity problem from the outside.6 min readRead more Practical AIIf you do it twice, stop rebuilding it: turn repeatable marketing work into an AI workflowA lot of companies are using AI every day and still doing the same work over and over.6 min readRead more StrategyYour marketing dashboard should tell you what to changeA cleaner marketing dashboard can still be a bad marketing report.6 min readRead more StrategyStop waiting for the perfect case studyMost companies have more client proof than they realize. It is just not organized as marketing content.7 min readRead more StrategyReputation compounds quietlyIn relationship-driven B2B marketing, the work that makes someone comfortable calling you often happens long before the call.8 min readRead more StrategyConsistency is underrated because it isn’t very excitingConsistency is doing the useful thing again after the energy is gone. That is usually where the compounding happens.6 min readRead more StrategyWhat I’ve learned from sitting in thousands of marketing meetingsThe companies change. The budgets change. The conversations are surprisingly familiar.11 min readRead more Search & AI VisibilityAI search is not a separate marketing strategyThe fundamentals still decide who gets surfaced in AI-generated answers.6 min readRead more Practical AIAI is starting to change the shape of workWhat the last few weeks of AI news tell us about workflows, talent, pricing and where businesses should focus next.11 min readRead more StrategyWhen marketing keeps coming back to the founderWhat I look at when too much of a company’s marketing knowledge still lives with one person.6 min readRead more Practical AIThe AI work I’m most interested inThe unglamorous workflows that make everyday marketing work a lot easier.5 min readRead more MeasurementHow I’d investigate a drop in website trafficWhat to check before deciding traffic is down because search behavior is changing.6 min readRead more

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