Practical growth marketing insights
Frameworks, case breakdowns, and strategic thinking for B2B SaaS growth teams.
Building a Growth System That Survives Your Departure
The real test of a growth engagement isn't the results during it. It's whether the client can still run the thing twelve months after you've gone.
What AI Changed in Growth Marketing — and What It Didn't
Three years after I first logged six weeks of experiments, a settled view: which parts of the job genuinely transformed, which were unaffected, and where the value moved.
Five Years Independent: The Numbers and the Lessons
I started consulting in January 2021 with one client and no idea what I was doing. Here's what five years actually looked like, including the parts that don't fit the narrative.
Onboarding Emails Are Product, Not Marketing
Most onboarding sequences are written on a schedule and sent regardless of what the user did. Treating them as part of the product changes what they say and when they arrive.
Expansion Revenue Is a Marketing Problem Too
The cheapest pipeline available to most B2B SaaS companies sits inside their existing customer base, and almost no marketing team has a programme pointed at it.
AI-Assisted Account Prioritisation: A Practical Setup
How to use a language model to rank a target account list without handing over the judgement — the architecture, the prompts that matter, and the failure modes to watch.
Building a B2B SaaS Demand Generation Engine That Scales
How to build a demand generation system that generates consistent, qualified pipeline — not just a collection of tactics.
B2B SaaS Growth Strategy: How to Build a Scalable System from Scratch
A practical guide to how B2B SaaS companies build their growth systems — from seed stage all the way to Series A.
How to Reduce CAC in B2B SaaS Without Killing Lead Quality
A systematic framework for reducing customer acquisition cost while maintaining or improving the quality of leads entering your pipeline.
On Saying No to Clients
Four years in, the engagements I declined have shaped the practice more than the ones I took. Here's what I've learned to turn down, and the ones I still get wrong.
Activation Is the Metric Most SaaS Teams Under-Instrument
Companies measure signups and revenue precisely and the step between them barely at all. That gap is where most growth problems live and stay invisible.
Lead Scoring That Sales Actually Trusts
Most scoring models are ignored within a quarter. The ones that survive share four properties — and none of them are about the sophistication of the model.
Where AI Actually Belongs in a Growth Team's Workflow
A year on from my first experiments, a clearer map: the four places AI has earned a permanent slot in how I work, and the three where it keeps being oversold.
The Pipeline Review That Actually Changes Behaviour
Most pipeline reviews are status reporting with a forecast attached. Here's the format that produces decisions instead — and the four questions that do the work.
Finishing the MBA: What Was Worth It
Two years ago I argued myself into starting an MBA while running a consulting practice. I said to ask me again in 2023 — so here's the answer, including the parts that don't flatter the decision.
PLG Doesn't Mean No Sales Team
Product-led growth gets read as a replacement for sales. In practice the companies doing it well have more sales involvement, pointed at a completely different moment.
Six Weeks With ChatGPT in a Growth Workflow
An honest log of where a language model saved me real hours, where it quietly cost me time, and the tasks I've stopped attempting with it.
The Efficiency Era: Growing When Capital Isn't Free
The playbook most SaaS teams learned between 2018 and 2021 assumed cheap money and patient investors. Both assumptions expired. Here's what changes.
Two Years In: What I Got Wrong About Consulting
An honest accounting of the assumptions I started with in January 2021 and which of them survived contact with actual clients.
Why Your Free Trial Doesn't Convert (It's Not the Trial Length)
Extending from 14 days to 30 rarely helps, because trial conversion is decided in the first session. Here's where the drop-off actually happens.
ABM for Teams Without an ABM Budget
Account-based marketing is sold as a platform purchase. The underlying logic works fine on a spreadsheet, a shared inbox, and about six hours a week.
Defining an ICP When You Only Have 40 Customers
Standard ICP advice assumes a dataset you don't have. Here's how to build a defensible ideal customer profile from a small, messy, early-stage customer base.
Attribution Is a Decision Tool, Not a Scoreboard
Tracking got materially worse this year. That's a problem for attribution as performance reporting — and much less of one for attribution as a way to decide where the next pound goes.
Starting an MBA While Consulting Full-Time
Why I enrolled nine months into building a consulting practice, what the first month actually costs, and the honest case for and against doing both at once.
Your MQL Definition Is a Sales Problem, Not a Marketing One
Marketing teams keep rebuilding lead scoring models to fix a disagreement that isn't technical. The fix is a negotiation, and here's how to run it.
How I Scope a Growth Engagement Before Quoting
The diagnostic conversation that decides whether an engagement succeeds — five questions I ask before proposing anything, and the answers that make me walk away.
Week One as an Independent Consultant
What actually happens when you stop having a job — the admin nobody mentions, the pricing conversation you're not ready for, and the strange problem of an empty calendar.
Istanbul to London: What Transfers and What Doesn't
Notes from moving countries mid-career — on which parts of your professional credibility travel with you, which parts stay behind, and what nobody tells you about starting from a standing position.
The Landing Page Audit I Run Before Touching Ad Spend
Most underperforming campaigns are diagnosed as a traffic problem and treated with more budget. Here's the eight-point check I run on the destination first.
I Left My Job in February 2020. Three Weeks Later the World Closed.
On career timing you cannot control, the difference between a pause and a setback, and what I did with a year that refused to go to plan.
What Three Years in B2C Growth Taught Me About B2B Demand Generation
Moving from telco and marketplace growth into B2B demand generation, I assumed most of my playbook would transfer. About half of it did — and the half that didn't cost me a quarter.