Writing
Notes on demand generation, paid media, signal, and AI-first marketing. Opinionated, and grounded in what I actually ran.
136 Days, and What ABM Is Actually For
Most teams cannot say how long it takes to turn a first touch into a booked meeting. Ours is 136 days, and naming it is what makes it possible to compress.
Why AI SDRs Aren't ABM
Detecting a signal and firing an automated email is one piece of a much larger motion. On its own it sits closer to well-researched spam than to ABM.
The CRO Shortcut Nobody Talks About
Before you spend three months testing headlines and button colors, consider the visitors who were never going to fill out your form in the first place.
AI Scales Expertise. It Doesn't Replace It.
"What can I do now that I couldn't before" is a trap. It hands you a machine that produces work at scale in domains you are not qualified to judge.
Stop Tiering ABM Accounts by Industry. Start Tiering by Signal.
Persona-first tier lists are stable for months, which is exactly the problem. A signal-first list changes weekly, and the messaging stays fresh because it has to.
The Surround Sound Play That Drove 41% More Pipeline
One ICP audience running across connected TV, YouTube, and LinkedIn at the same time. Six weeks, about $15K in media, and what it actually cost to make the creative.
How to Run the First 90 Days in Demand Gen
The 30-60-90 you write before day one will not survive contact with the job. Here is the version I would write knowing what I know now.
Shorter takes
Working positions, some of which grew into the pieces above.