Insights
Notes from the work
What we're learning about AI search, account based marketing and building funnels that sales trusts. Practical, detailed thinking shaped by the work.
Account-based marketing
What is ABX? Account based everything, explained
ABX stands for account based everything. It is a way of organising sales, marketing and customer teams around a shared set of target companies. The teams agree which accounts matter, who needs to hear from them and what should happen next. They measure progress against those accounts, not the size of a lead spreadsheet.
Read · 8 minAI search
Will AI replace SEO? No. It is changing who wins.
No. People still search for suppliers, compare options and visit websites before they buy. But an AI-generated answer can now sit between a question and the page that might have answered it. A person may get enough information from the answer to never click. In other cases, a source link can introduce a brand to a buyer who had never heard of it.
Read · 8 minLead generation
The B2B lead generation funnel: a practical guide
A B2B lead generation funnel describes how someone goes from discovering a company to having a useful sales conversation. It is a working model, not a promise that every buyer will move through four neat boxes in order. People research privately, share pages with colleagues and return months later. A useful funnel accounts for that messiness without losing sight of the next step.
Read · 8 min