Writing
Notes on acquisition for growth-stage B2B SaaS, newest first.
ChatGPT & Perplexity How B2B SaaS brands appear in ChatGPT and Perplexity
What I record when the same buyer question is asked in ChatGPT and in Perplexity, including whether search ran and which page was cited.
AEO vs GEO AEO vs GEO: getting named in the AI answer
Answer engine optimisation (AEO) and generative engine optimisation (GEO) are the supply-side work of getting named in AI answers. Where the terms overlap, where they differ, and what an operator actually does.
Agent-led growth Agent-led growth: findable, evaluable, actionable
Agent-led growth (ALG) is a GTM motion where buyer agents research, judge and act on public pages, docs and tools. Agent-ready means findable, evaluable and actionable.
Handoffs The handoff is where the engine leaks
Where B2B SaaS acquisition engines leak between ads, forms and CRM, and how to define what each stage needs to receive before it can do its job.
Marketing engineering Most tracking problems are form problems
Marketing engineering for B2B SaaS: iframe tracking, first-party forms, attribution capture, and conversion events that survive into the CRM. Analytics & attribution Attribution is useful until you treat it as truth
GA4 and attribution for B2B SaaS: fix the tracking first, standardise events and UTMs, and use the CRM for pipeline and revenue. Lifecycle & automation Lead scoring fails when fit and engagement collapse into one number
Lead scoring and lifecycle automation for B2B SaaS: fit and engagement scored separately, nurture maps by stage, routing SLAs and speed-to-lead evidence. Demand generation The campaign will optimise for whatever you tell it to optimise for
B2B SaaS demand generation: separate demand creation from demand capture, assign each campaign a job, choose the right optimisation signal, and send qualified CRM outcomes back to the ad platforms. Positioning Your positioning problem is usually a language problem
Voice-of-customer research for B2B SaaS: interview scripts, review mining, call-transcript coding, and how buyer language feeds ads, scoring and pages.