Insights
Data and AI
Using AI and your data without the hype: what to fix first and where it actually helps.
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AI is in your objectives. Now what?
By Kim Leary Published Updated 5 min read
AI isn’t a goal. It’s a better way of doing a job you already have. Start…
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When your CEO runs everything through ChatGPT
AI is only as good as the thinking you give it. When a leader puts everything…
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Why a letter beats nine emails
When everyone automates the same email, the personal one stands out. Sometimes the most effective thing…
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A list of names isn’t a lead
A list of names and contact details is something anyone can pull from LinkedIn in ten…
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The best prospects are the ones nobody has time to find
You probably already know the moment a business needs you. The problem is finding out in…
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Measure campaigns, not channels: a simpler way to see what marketing brings in
Last-click reporting rewards whoever was standing nearest the finish line. In B2B, that’s almost never the…
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Stop moving the goalposts: agree what marketing success means, then measure it
If the way your business judges marketing changes every few months, nobody can tell whether it’s…
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What good AI advice looks like (and how to buy it without being sold a tool)
A lot of AI advice is a demo dressed up as a strategy. Good advice starts…
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If it lives in a spreadsheet, there’s a better way
Every spreadsheet in your business is a system someone built by hand because the real one…
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AI is better at reading your marketing data than writing your copy
Most businesses are using AI to make more of the thing they already had too much…
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Should you build your own software now AI makes it easy?
AI has made the code the easy part. The thinking about what to build is now…
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Can your website talk to your CRM? What an integration involves
Every enquiry gets copied from one place to another by hand. Here’s what it takes to…
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