Testing whether I should reuse old content
I fit a hierarchical Bayesian model to test whether retitling old content for AI citation works, and a robustness check collapsed the one clean result it found.
Your scaling story is your most AI-retrievable content and the most interesting
Your B2B scaling story is your most differentiated content asset. Here's why it stays invisible to AI systems and what to change.
You rarely sell to a company. You sell to a buyer group inside it.
A tiering model for marketing to technical buyers and senior technical decision makers: how to define your ICP by vertical, size and tech stack, and land-and-expand through IT and engineering buyer groups rather than whole companies.
Running AI locally doesn't change what you know. It changes what you can keep private.
Local models protect your data but can't change what external AI systems believe about your brand. That's still a retrieval and training problem.
Why AI systems cite some SMB-to-enterprise stories and ignore others
AI systems rarely cite customer case studies that only live on the vendor's own site. Citation comes from independent corroboration, not content quality - here's what to do about it.
Selling to the Boss
Selling to senior decision makers takes far longer and is far harder to measure than selling to end users. A five-step model for the process.
Security risks of various AI tools
A comparison of data privacy and security risk across ChatGPT, Gemini, Apple Intelligence and Microsoft Copilot.
B2B marketing strategy for scaling companies: the Marketing Pyramid
How to choose a B2B marketing strategy for scaling companies without infinite budget: the Marketing Pyramid framework for prioritising events, paid, search, ABM, and content.
Scaling from SMBs to the Enterprise - a 10-Point Plan
The challenges of scaling B2B marketing past Series B: a 10-point checklist drawn from five years doing it at Redgate.
How We Grew Marketing Sourced Pipeline by 20% in One Quarter
Why judging marketing by what happened this quarter is the wrong lens, and how Redgate grew marketing-sourced pipeline 20% anyway.
Focus on Marketing Effectiveness to Scale Up
For a scaling business, chasing efficiency is the wrong goal. Binet and Field's case for effectiveness over ROI optimisation.
Five Myths About The Marketing Revenue Engine
Five widely-held beliefs about measuring marketing performance that didn't survive contact with the real world at Redgate.
Join a Scaleup to Scale Your Career
Career growth depends less on talent than on the size and growth rate of the company you work for. Scaleups offer the best odds.
Why HR is the Most Important Department in your Business
Not sales, not marketing, not engineering. The department with the broadest impact on a company's success is HR, done properly.