I build and run the whole acquisition engine for growth-stage B2B SaaS.
I work from buyer language and campaign data through to the pages, lifecycle automation and tracking underneath them.
Most recent engagement · enterprise agentic software platform
$9.9M
Forecastable pipeline influenced in a single quarter, across the high-intent surfaces I owned.
203
Sales-accepted opportunities behind that pipeline, in the same quarter.
+85%
SQL conversion rate on those surfaces, from 3.72% to 6.90%.
~2×
Digital SQL run-rate over the engagement.
Why one operator works
I started in direct sales, selling data analytics software.
I could close buyers who were warm. When they weren't, most of the call went into explaining the problem before we could talk about the product.
That made me interested in what happened before the sales call. I moved into SEO, then paid, then copy and creative, then the automation, tracking and measurement underneath them.
The longer I did the work, the less those things felt like separate jobs.
A phrase from a buyer interview changes an ad. The ad changes the landing page. The form has to carry the source into the CRM. What happens in the CRM changes what the campaign should optimise towards.
That's the reason I work across the whole engine. The decisions are connected, so I like keeping the research, campaign and implementation close enough that one can change the next.
The engine
The engine has five working parts. I usually start where the evidence is weakest: buyer language and tracking. Then I rebuild the campaigns, lifecycle and pages around what I find.
Each has a guide showing how I handle that part in practice.
Positioning
Interviews, reviews and sales-call transcripts become a message map: triggers, alternatives, objections, proof and the phrases worth keeping.
Read: Your positioning problem is usually a language problem →Demand generation
Campaigns are split by intent and given a clear job. I decide which outcome each should learn from, then feed qualified CRM stages back where there's enough signal.
Read: The campaign will optimise for whatever you tell it to optimise for →Lifecycle & automation
Fit and engagement stay separate. Scoring, nurtures, routing and recycle reasons run inside the automation platform, not in Friday CSVs.
Read: Lead scoring fails when fit and intent collapse into one number →Analytics & attribution
GA4, tag management and CRM reporting get cleaned before I believe the dashboard. Duplicate events, broken UTMs and invisible forms get fixed first.
Read: Attribution is useful until you treat it as truth →Marketing engineering
Forms, tracking events and landing pages are built so the page, CRM and ad platforms agree on what happened. I use first-party forms where I control the page, carry attribution fields into the CRM, and keep the conversion event explicit.
Read: Most tracking problems are form problems →Alongside the client work, I co-found Bitcoin-native ventures and mentor operators building as companies of one. About →
The newsletter
Notes from inside the engine.
I write occasional letters about what I'm building and what I'm learning: the marketing work, small experiments, mistakes, and things that aren't ready for a guide yet.
Some readers work in B2B SaaS. Others are building on their own. Mostly they're here for the parts of the work that don't fit neatly into one of the guides.
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Work with me
I'm engaged with client work just now. Leave a note for when capacity opens.
If you're growing a B2B SaaS and the funnel leaks somewhere you can't quite place, tell me what you're building. A few lines will do.