Strong opinions.
Stronger questions.
Practical explanations for people who have to make the next marketing decision. No borrowed case studies. No motivational fog.
Why cheaper leads can produce more expensive customers
A low CPL can look excellent right up to the moment sales opens the CRM.
Read the note ↗What Google Ads conversion tracking tells you—and what it misses
A recorded conversion is evidence of a configured event. It is not a signed confession from causality.
Read the note ↗Diagnose the landing page before you redesign it
Sometimes the page needs a rebuild. Sometimes it needs one working button and a more honest promise.
Read the note ↗How CRM feedback improves B2B campaign decisions
The most useful campaign signal may arrive after the advertising dashboard has stopped paying attention.
Read the note ↗Why an A/B-test winner can still be the wrong decision
Winning the metric is not always the same as improving the business.
Read the note ↗Design a B2B referral journey people actually complete
A referral programme is a sequence of small decisions—not an email with a hopeful button.
Read the note ↗