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.
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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.
How to Conduct Competitor Research and Focus on What Matters
Everything CMO, PMMs and startup founders need to know about conducting a competitor analysis with actionable key insights to calibrate your growth strategy.
The Crucial Role of Product Marketing in Cross-Functional PLG Environment
Despite playing a crucial role in cross-functional alignment, Product marketing (PMM) is still very much misunderstood. This article is a primer on what PMM is – and what it’s not.
Building a Comprehensive Go-to-Market Strategy (GTM): A Step-by-Step Guide
Learn how to build a comprehensive go-to-market (GTM) strategy for your product, from identifying target markets to post-launch reporting, in this step-by-step guide.
Pricing 101: What pricing strategy to deploy and when
Maximise revenue with an effective pricing strategy. In this post I’m looking at some of the most effective pricing strategies and techniques.
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.
How to market a product no one understands
Learn how to effectively market a complex product that customers don’t understand. Discover strategies and tactics to communicate value and drive sales.
Understand the Real Value Behind an Equity Offer
Free access to my Equity Offer Calculator to help you evaluate the real value of a job’s shares or stock-option package. Gain clarity. Ask the
William AI: Generate publish-ready copy – fast!
William AI is my role-aware copywriting system that removes the usual AI black box and works collaboratively to help marketers, sales teams, and anyone creating
SaaS Leads Modeller: Calculate Realistic Lead and Budget Targets
Use my free SaaS Leads Modeller to set data-driven sales and marketing goals. Identify conversion rates, CPC baselines, and lead requirements to build realistic forecasts
Growth Terminology Wiki
A comprehensive collection of definitions and concepts that shape modern growth, marketing and product.