ICP for SaaS: A Practical Framework to Define Your Ideal Customer Profile
Learn how B2B SaaS teams define an ideal customer profile: a five-step ICP framework, personas, and ways to operationalise ICP for growth.
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📚 Articles ( 64 )
Marketing is evolving fast and can feel overwhelming. Sometimes described as being
- Part science.
- Part creativity.
- Part experience.
… and a sprinkle of magic.
Here on my blog, I go beyond the surface, sharing practical insights, frameworks, and playbooks drawn from my work to help make sense of today’s marketing challenges.
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Learnings from My Vibe Coding Project
Shareback of my experience building my latest vibe coding project, William AI: approach, tools deployed, challenges faced, and real project costs.
How design thinking transformed Airbnb from a failing startup to a billion dollar business
Discover how Airbnb’s use of design thinking turned their business around, taking them from a failing startup to a billion-dollar success story.
Solving Retention Through Onboarding Loops
Many businesses focus solely on acquiring new customers rather than keeping existing ones. This article explores how focusing on activation during onboarding can solve retention issues.
ICP for SaaS: A Practical Framework to Define Your Ideal Customer Profile
Learn how B2B SaaS teams define an ideal customer profile: a five-step ICP framework, personas, and ways to operationalise ICP for growth.
🤝 Two-Sided Marketplaces
Online marketplaces: Business models & types for managing supply and demand
Discover how online marketplaces work with their business models, types, and strategies for effective supply and demand management. Read on for insights and examples.
Brand Strategy for Mature Markets: Stand Out When Everyone Feels the Same
When every brand claims the same strengths, real differentiation is rare. Learn how to build a brand that conveys relevance, credibility, and long-term value.
The Leadership Spectrum: Balancing Different Styles for Team Success
My journey through tech startups taught me that versatile leadership styles determine organisational success and team wellbeing. Learning from both inspiring mentors and witnessing leadership failures, I’ve adopted adaptive approaches…
How to develop a consistent and compelling Tone of Voice for your Brand
Learn how to create a consistent and compelling tone of voice for your brand. Forge emotional connections, stand out and differentiate from competitors.
Defining Your Value Metric: A Guide to Pricing Your Product for Customer Retention and Profitability
Discover usage-based pricing and how to define a value metric to calibrate your pricing strategy according to the value of a product. Boost customer retention and profitability.
🔖 Jump to a Topic
🚀 Latest Post
Learnings from My Vibe Coding Project
Shareback of my experience building my latest vibe coding project, William AI: approach, tools deployed, challenges faced, and real project costs.
CRM in the age of data: Why CMOs are buddying up to big data
Discover how big data is transforming CRM and why CMOs are teaming up with data analysts to make data-driven decisions in the age of customer experience.
Scaling Up: Driving Sustainable Growth by Mastering Key Growth Metrics
Achieve sustainable growth with data-driven decisions guided by key metrics. Move from vanity and siloed reporting to a deep view into your startup’s granular mechanics across acquisition and retention.
How to find your ICP: Signals that matter
To find your ICP, move beyond firmographics and look at the challenges your prospects face. My framework guides you from research to an actionable ICP.
Defining Your Value Metric: A Guide to Pricing Your Product for Customer Retention and Profitability
Discover usage-based pricing and how to define a value metric to calibrate your pricing strategy according to the value of a product. Boost customer retention and profitability.
The Story of a Rebrand (2/2): The 3 Questions to Answer Before You Rebrand
Ensure your rebrand’s success with these 3 critical key factors. Discover key considerations before updating your brand identity and messaging.
What is Agile Marketing: Everything You Need to Know
Discover agile marketing in this comprehensive guide. Learn how to stay ahead of the competition and achieve your marketing goals applying agile methodologies.
5 reasons CMOs are failing at ROI
It’s no secret that CMOs struggle to measure the impact of marketing, especially high level metrics like return on investment (ROI). In spite of the explosion of MarTech solutions (3,874…
Scaling Your Online Marketplace: 10 Top KPIs to Measure Success
Learn how to measure the success of your online marketplace business with essential KPIs: Scale, Margin, Momentum, Activity, Engagement, and Retention. Improve revenue growth and profitability today.