Convert
Inbound is dead. You need 7 sales, not 7,000 visits
Inbound marketing is dead in 2026. For every 100 organic visitors you used to get, AI search maybe sends 1. You need 7 sales, not 7,000 website visits.
Aug 27, 2026
Blog
Essays for founders and GTM teams.
Long-form writing on signals, conversion, GTM, and the systems behind sustainable growth.
Signals
Job change is a signal. It is not the motion
Job change is a signal, not the motion. 95% of B2B buyers aren't in market (Ehrenberg-Bass / LinkedIn B2B Institute). Use site, G2, and competitor LinkedIn.
Aug 27, 2026
Signals
If the first line does not match the signal, do not send it
Intent-based outbound messaging means the first line matches the signal. Generic first lines fail. Gong, as cited: 3.4% email reply, 2.3% call to meeting.
Aug 27, 2026
Signals
Ghosting after the demo is the bill for pitching the 95%
B2B demos get ghosted because you pitched the 95% who are not buying. Gartner: 30%+ of qualified opps no-decision. That is fake pipeline, not a follow-up miss.
Aug 27, 2026
Conversion
Conversion is a system, not a button color
Stop A/B testing the CTA. Start fixing the message-market fit between paid traffic, landing pages, and the in-product first run.
Jun 22, 2026
GTM
Your ICP is not a persona
Personas describe humans. ICPs describe accounts. Conflating them is why your campaigns convert like a coin flip.
Jun 20, 2026
Positioning
Positioning is a decision, not a workshop
Most positioning exercises end with a 40-slide deck and zero changes to the website. Here's what to do instead.
Jun 18, 2026
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