Marketing & Growth Executive | Engineer-Turned-Brand Builder | Architecting High-Performance Marketing Functions | Author of The Speed Wall & Business Rewired
Joined June 2009
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A marketing ghost story for Halloween week. Most stacks have one automation from 2019 that nobody admits to building. Switch it off and the finance dashboard goes blank the next morning.
Engagement is everyone's favourite board metric. It goes up when customers love you and when they're furious with you, which makes it the only KPI with 100% uptime.
Bug report
Expected: campaign drives sales
Actual: campaign drives "conversation"
Workaround: objective renamed to awareness
Status: closed, working as intended
Most companies' single source of truth is three dashboards showing three different numbers, plus a fourth that someone built to settle it. It shows a fourth number.
Adobe expects AI-assistant traffic to US retail sites to rise 130% this holiday season.
Those are people clicking links for now. Agents are coming, and an agent reads your returns policy more carefully than any human ever has.
Worth a proofread.
Went through a year of bank brand launches, here and overseas. The language barely changes between banks: partner, journey, moment, more than. I've written a few of those lines myself.
What customers remember seems to come down to the app and which team the logo's on.
Engineers spent twenty years learning that the best code is the code you never wrote.
I've yet to see anyone put less content in a marketing plan, and I've written a few.
CircleCI: daily CI workflow runs up 59% in a year, the biggest jump it's recorded.
For the median team, throughput on the branch that ships fell 7%. Marketing is running the same experiment with AI content. Its main branch is whoever signs things off.
Google's people-first content guidance now says, in writing, that fake author profiles with AI headshots or made-up names are deception.
Thoughts with Jane, Senior Content Strategist, 640 articles since March, who's never once blinked.
Ran an A/B test once on a page that got 400 visits a month. The green button won. I'm 95% confident, in the sense that I'd love it to have won.
Marketing's version of "works on my machine" is "works in the deck". Same confident face, usually about a week before the launch numbers come in.
Since 1 October, Google charges Local Services advertisers for business-hours calls nobody answers, once the caller has waited more than 20 seconds.
It's a service level agreement with the credits flowing the wrong way.
Moving from engineering into marketing cost me the definition of done. These days a thing is done when nobody's replied to the email thread for 48 hours.
OpenAI's pitch for ChatGPT ads came with three proof points. One was a statistically significant lift result. The other two were an attributed CPA and a 93% new-visitor share.
One causal number in three still beats most launch decks I've presented.
😂 good luck with this
dataforseo + google search console is insane.
you can suck at seo, press one button and six agents run the whole thing
here’s how to do it:
1. data picks keywords
”pull keyword research for my niche through the dataforseo api and rank every keyword by priority”
finds keywords with real search volume behind it
2. let it write
”for every priority keyword, research, write the article and generates images”
it ships articles every morning without you touching them
3. plug it into search console
”find every article getting volume but not converting and rewrite for conversion”
traffic you rank for starts turning into signups
4. don’t build from scratch
cold dm people already winning at seo & ask for their playbook
i hit up six bh guys doing millions of views/month selling seo software
one of them handed me the base agents
steal this
A lot of your "direct / none" traffic in GA4 is a WhatsApp group you'll never see, where somebody's cousin said you were "not bad, for online". Good luck attributing that.
I ran agencies for years.
Clients would haggle over three hours of strategy and wave through sixty hours of banner resizing. The sixty hours are gone now, and every agency is about to have an awkward chat about what the three were worth.