The modern B2B buyer isn’t necessarily harder to reach, they’re just harder to fool. B2B tech sales used to be a dance. Marketing warmed the lead, sales swooped in, demoed the product, sent a proposal, and boom – deal signed. Today, you might not even speak to a human until they’ve already Googled your competitors, […]
Closing B2B tech deals in 2025 – It’s not broken, it’s evolving Read More »
It’s no longer enough for large language models (LLMs) like ChatGPT or Claude to simply generate well-written email responses and create content. The future of enterprise AI is about context, execution, and action. That’s where Model Context Protocols (MCPs) come in: an open, elegant solution that turns AI models into connected, context-aware systems capable of
Model Context Protocols (MCPs) – the new operating layer for AI Read More »
One of the most significant developments in the evolution of AI systems, particularly large language models (LLMs), is the introduction of the Model Context Protocol (MCP). Designed as an open standard and supported by an open-source framework, MCP streamlines the way AI models interface with external tools, systems, and data sources. Rather than treating these
What is an MCP and how it can grow your business Read More »
Two years ago, your Google and LinkedIn ads were printing leads. Now? You’re shoveling budget into the void, praying something converts. You’re posting, podcasting, publishing, and still, your pipeline’s barely trickling. So what happened? The Brutal Truth: 5 reasons your marketing ROI has collapsed 1. Everyone sounds the same – Including you The market is
I’m not sure I should be sharing this with everyone but… I’ve finally cracked something that’s been holding B2B tech businesses back for years. A formula that, when applied properly, can double your revenue, without increasing your marketing budget by a single cent. But (and its a big but), it only works if you fix
How to Double Your Revenue Without Spending More on Marketing Read More »
Once upon a time, being “findable” online meant owning a good chunk of Google’s real estate. You optimized for keywords, earned backlinks, and hoped your carefully crafted meta descriptions would win the click. But as we step deeper into an AI-driven world, where zero-click results, generative AI answers, and conversational interfaces are reshaping the search funnel, that
The changing face of search: how AI is rewriting the rules Read More »
As a growth-focused B2B tech leader, you’ve probably asked yourself: “Is all this GTM planning actually worth it?” You’re not alone, and it’s a fair question. In the early stages, momentum often comes from the hustle and who you know. But to scale efficiently, you need to take it further than that. By getting your
People often ask how we work with clients. It can seem like a loaded question but like most successful principles in business as in life, it’s normally simple. The art and science is applying our experience to cut through the noise, clarify that which feels complex, then create a clear plan of how to get
Win customers, secure funding and scale with confidence Read More »
The importance of Generative Engine Optimization or GEO and Answer Engine Optimization as part of your GTM motion. The latest report from Bain* makes sober reading for companies who are still reliant of traditional marketing techniques. Especially if they are doing it in isolation and hoping for the best. I wrote about how to appear
Last week, I met with the CEO and CMO of a promising building asset management software company. Their core product creates digital twins of commercial buildings, enabling smoother handovers from construction teams to facilities management teams, and streamlining long-term maintenance. When building owners or operators inherit a new facility, the handover is messy. Critical system
In any business, problems are inevitable. But solving them effectively and preventing them from recurring requires a process. It demands a methodical approach to get to the root cause. One of the simplest and most effective tools for doing this is the 5 Whys technique. What Is the 5 Whys Technique? The 5 Whys is
The 5 Whys: A Simple Yet Powerful Problem-Solving Tool Read More »
Close your eyes for a moment and think back to your very first customer. That first handshake. The nervous excitement. The leap of faith they took on your unproven business. Now picture every customer you’ve ever had since then. The small startups that believed in you early. The enterprise accounts that validated your offering. The
