Notes on demand generation, AI and growth — B2B and B2C.
How I think about turning complex products into predictable pipeline. Written for founders and marketing leaders across B2B and B2C.
A consultant or a full-time hire? The case for buying outcomes, not headcount
A full-time hire is a permanent bet on a permanent problem. A lot of the work you are hiring for is neither. Here is when a consultant gets you there faster, cheaper, and with less risk, and the one case where a full-timer still wins.
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Why your demand generation underperforms: 6 reasons, and the fix for each
Demand generation rarely underperforms because the team is not working hard enough. It underperforms because the playbook was built for a buyer who no longer exists. Here are the six reasons pipeline stalls, the data behind each, and the fix I build for every one.
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HotMarcas: a trademark monitoring platform at national scale
Automated intellectual property intelligence, monitoring millions of companies and trademarks from official Brazilian INPI data, built end to end with Claude Code.
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Demand generation brings the traffic. Growth decides whether it converts.
You can run the best campaigns in your category and still lose the pipeline on the website. Growth is the discipline that plugs the leak, through site optimization, experimentation, and reading what visitors actually do. Here is how I work in it.
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PULSElabs: an AI-powered B2B and B2C demand generation platform
An autonomous content engine powered by a multi-agent AI architecture, taken from concept to production and built end to end with Claude Code.
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Spain won the World Cup with a system, not a superstar, and that is the whole argument for a predictable pipeline
Argentina had the most decorated player of a generation. Spain had a system, and the system won 1–0. What a team that never conceded a shot on target teaches you about building demand that does not hang on one hero.
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SEO, GEO, and AEO: three different jobs, and most teams are only playing one
Ranking in search, winning the answer box, and getting cited inside an AI-generated response are three different games. Here is how I tell them apart, and how I decide where to spend the effort first.
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The way almost everyone uses AI today, and why it makes you the bottleneck
You send a prompt, wait, correct it, send another, and become the bottleneck in your own process. There is a completely different way to use AI: building loops that work on their own until they hit a defined success criteria.
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Gartner put a number on it: $234B of SaaS spend is exposed to agentic AI
A new Gartner report finally puts a dollar figure on something a lot of us building AI-first ops have felt coming for a while: software priced by seats stops making sense once an agent is the one clicking.
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Fable 5 came back. What changed, and what your AI stack should do next.
The most capable publicly available AI model spent three weeks offline because of export controls and a jailbreak. It is back now, more hardened. Here is what that means if you are building agentic workflows.
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How to succeed as a Digital Marketer in a Multinational Robotics Industry
Speaking at Storyblok JoyConf in New York: what I told a room full of content and tech leaders about marketing inside an engineering-led robotics company.
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How Teradyne Robotics Scales Content Across 25+ Languages
In conversation with Storyblok's Brandon Watts at JoyConf NYC: the full story of how we built and operate a global content platform for the world's leading collaborative robotics brands.
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Why robotics companies struggle to turn demos into pipeline
A great demo is not a pipeline. The gap is almost always a missing system between buyer interest and a forecastable opportunity.
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An AI-agentic layer for your demand engine, without the hype
Where agentic workflows actually save time in B2B marketing today, and where they quietly create risk you will pay for later.
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The multilingual go-to-market mistake that quietly kills your SEO
Running three languages off one site? The wrong setup splits your authority and buries you. The fix is mostly hreflang discipline.
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