GenAI Marketing
GenAI is only as strategic as the brief you give it. Read the articles here to explore how to use GenAI as genuine co-pilot - for research, ideation, scripting, auditing, and scaling content without losing the human judgement that makes marketing work.
Demand Generation vs. Lead Generation: The Distinction That Changes How You Budget and Measure
Demand generation and lead generation are treated as synonyms, run on one budget, and measured with the same KPIs. They are different disciplines with different jobs, timescales, and failure modes. Here is the distinction, and what it changes about how you budget and measure.
Lead Nurturing That Works: Building Journeys That Don't Feel Like Automation
Most nurture sequences feel like automation because they are built around the seller's timeline, not the buyer's behaviour. A nurture that works continues the relationship the buyer is already in; responding to what they do, not broadcasting on a schedule. Here is how to build one.
From Narrative to Pipeline: How Great Storytelling Actually Generates Leads
Brand storytelling and lead generation are treated as opposing disciplines competing for the same budget. They are not. Great narrative is not decoration on top of a demand engine, it is the demand engine. Here is the mechanism that turns a Hero's Journey into pipeline.
Experimenting Without a Data Science Team: A Marketer's Guide to Testing
Testing has a reputation as a data science discipline requiring statisticians and enormous sample sizes. Most of what a lean marketing team actually needs is judgment, not statistics. Here is how to run trustworthy experiments without a data scientist in the room.
Attribution Is Broken. Here's How to Think About It Anyway.
Attribution promised a clean answer to which touchpoint earned the conversion. It never quite delivered, and in a cookieless, multi-touch reality it delivers less. The answer is not a better model. It is a more honest relationship with what measurement can and cannot tell you.