Browse guides by topic
- Peer reviews, UGC, and marketplace growth: my TrustRadius experience
- AI search, AEO, and B2B discovery
- Positioning and messaging
- Conversion rate optimization
- A/B testing
- Customer journey
- HubSpot and funnel measurement
- Lead generation and revenue
- Growth diagnosis
- Fractional growth leadership
- Board and acquirer reporting
For implementation support, see AI-assisted marketing operations. For specific situations from my work and events, read Field Notes.
I write these from client work. Where I can't share a number, I say so.
The examples here focus on B2B marketing. Apply the recommendations to the buying process and business question you are investigating.
If the team disagrees about the buyer
Start by asking five leaders why someone should choose the company. Their different answers tell you what to investigate before the next rewrite.
If the reports don't explain what to do
Diagnose the disputed growth decision. If the disagreement is inside the CRM, open the deal behind the HubSpot report.
If traffic or leads have become the whole story
Check what AI tells the intended buyer, then follow leads through to the sales outcome. Neither a mention nor a submission is enough to establish a revenue result.
If buyers stop partway through
Reconstruct an actual buying journey before choosing a page to change. The conversion guide asks who progressed after the change; the testing guide asks whether the available sample can answer the question.
If the company needs someone to own the work
Compare fractional leadership, an agency, and a full-time hire by the decisions each would own. If AI is part of the plan, define the workflow before the tool.
If a board or buyer will inspect the numbers
Prepare growth reporting for a board or acquirer. That page draws on my board-facing work at Newfold Digital, Ziff Davis portfolio experience, and agency exit.
Where these guides stop
The fit page defines my current consulting scope. Enterprise and commerce examples are labeled where they appear. They don't turn a sales-assisted B2B recommendation into advice for every business.
The stories behind the recommendations live in Field Notes.