Writing
Five operating guides to how I run the acquisition engine, from buyer language through
campaigns, lifecycle, measurement and implementation.
01 · Positioning Your positioning problem is usually a language problem
4 Jul 2026 Voice-of-customer research for B2B SaaS: interview scripts, review mining, call-transcript coding, and how buyer language feeds ads, scoring and pages. 02 · Demand generation The campaign will optimise for whatever you tell it to optimise for
9 Jul 2026 Demand generation for B2B SaaS: separate capture from creation, choose the right optimisation signal, and send qualified CRM outcomes back to the ad platforms. 03 · Lifecycle & automation Lead scoring fails when fit and intent collapse into one number
13 Jul 2026 Lead scoring and lifecycle automation for B2B SaaS: fit and engagement scored separately, nurture maps by stage, routing SLAs and speed-to-lead evidence. 04 · Analytics & attribution Attribution is useful until you treat it as truth
29 Jul 2026 GA4 and attribution for B2B SaaS: fix the tracking first, standardise events and UTMs, and use the CRM for pipeline and revenue. 05 · Marketing engineering Most tracking problems are form problems
21 Aug 2026 Marketing engineering for B2B SaaS: iframe tracking, first-party forms, attribution capture, and conversion events that survive into the CRM.