Strategy, analytics, creative and acquisition. Written for founders and growth teams who want to build systems that last.
How to join your ad platforms, GA4 and CRM so your reports show what each channel costs per sale, in figures the person signing off the budget will trust.
Why ad results break down as budgets grow, and how to build reach, traffic, engagement and conversion so that each stage feeds the next.
A step-by-step way to work out what a new customer really costs you, fully loaded and per channel, and how long each customer takes to pay that cost back.
The company, job and intent combinations that reach real B2B buyers on LinkedIn, how large your audience should be for your budget, and how to bid while you learn.
How to tell creative fatigue from other causes of falling ROAS, estimate how fast your ads wear out at your budget, and keep fresh creative coming before results drop.
Every attribution model shares out credit by its own rules. Here is where each one misleads you, and how to cross-check them before you move budget.
How to run B2B demand generation when buyers research privately: judge marketing by real sales opportunities, follow buying signals and earn trust before the first call.
Where AI in Google, Meta and LinkedIn advertising earns its keep, where it quietly wastes budget, and what to check before you give it more of your money.
What AI Overviews and featured snippets mean for your content: which pages lose clicks, which still earn them, and how to measure and distribute what you publish.
When Performance Max is worth using, how to stop it claiming sales you would have had anyway, and the settings and tests that keep your Google Ads budget under control.
The arithmetic of keeping customers, why retention gets neglected, and the three basics to build before cancellations turn into a crisis.
What first-party data is, why it holds up as browsers and consent rules limit tracking, and how to put your customer list to work in ads, email and measurement.
Why pricing pages lose buyers who are ready to act, and how to fix yours: clearer plans, objections answered on the page, a safe next step and tests your traffic supports.
A practical way to decide whether your software should sell itself or be sold by people, and how to run both without wasting sales time on free users.
A practical plan for rebuilding Meta Ads after iOS privacy changes: set up the Conversions API properly, optimise for the right event and measure against your own sales.
A month-by-month plan for your first 90 days of conversion rate optimisation: what to research, how to rank ideas, how to run fair tests and what to do with low traffic.
What to keep in-house, what to buy from specialists, how the split changes as you grow, and how to stop shared responsibility becoming nobody's.
What Quality Score measures, how weak ad quality raises what you pay per click, and the order in which to fix keywords, ads and landing pages.
Why narrow targeting now holds Meta prospecting back, and how to set up audiences, creative and budgets so cold audiences turn into new customers.
How to read your Google Ads search term report: find wasted spend, add the searches that convert, build negative lists safely and set a review rhythm for your budget.
How to split website visitors by intent, give each group the right message, limit how often people see your ads and stop paying to reach customers you already have.
How to aim YouTube ads at people with buying intent, write openings they don't skip, connect video with search and remarketing, and measure what the channel adds.
A safe path from manual CPC bidding to Smart Bidding: tracking checks, conversion thresholds, realistic first targets, protecting the learning phase and when to roll back.
How to design ad copy tests that teach you what your buyers care about: which angles to test, how to keep tests fair, how much data you need and how to record lessons.
How to improve the product data behind your Shopping ads: titles that match real searches, images and identifiers that keep products live, and labels for margin-based bids.
Which B2B companies TikTok works for, where it wastes money, what the videos need to look like and how to run a fair test before committing a real budget.
How to put a euro figure on your landing page's load time, find the usual causes of a slow page and fix the biggest ones, often without a development project.
What AI agents can already handle in marketing operations, which tasks to hand over first, the safeguards to set, and how your team's work will change.
Why email earns so much per euro, and how to move from one-size-fits-all newsletters to lifecycle emails triggered by what your customers actually do.
Which parts of SEO still bring in enquiries and sales now that AI answers many searches, which have stopped paying, and how to shift your SEO budget to match.
How brand work lowers the cost of every ad, how to run brand and performance from one message, and simple ways to measure what brand adds to sales.
Where AI genuinely speeds up content work, where it fails, and the briefing and review process that keeps AI-assisted content accurate, useful and on brand.
Why account-based marketing programmes stall before producing sales, and what the companies that make it work do differently, from the target list to the metrics.
Which kinds of AI personalisation pay off for a growing business, which rarely do, and how to keep tailored marketing helpful rather than intrusive.
Seven practical principles for copy that turns website visitors into enquiries and sales, with examples, a simple research method and a plan for your own pages.
A B2B podcast pays off through the guests you invite and the material each episode gives your sales team, not downloads. Here is how to plan, run and measure one.
How to use AI as a copilot for budget and channel decisions: what it reads well, where its advice goes wrong, and the checks to run before you act on it.
What community-led growth is, why it wins customers that ads cannot reach, and how to start a small community your buyers will use before a competitor builds one.