How buyers choose, and how to be the name they pick.
Practical guides on positioning, content, AI search and brand. Each one explains the thinking, shows the method and cites its sources.
What buyers do at each stage, and what reaches them.
Use this as a map. Every guide below sits at one of these stages.
Pick a stage to see its guides. Pick it again to see everything.
The guides
The B2B buyer journey: how buyers choose a supplier before they get in touch
What the latest research shows about the B2B buyer journey, the private stretch where shortlists form, and how to be on the list when it does.
Get noticedAI search optimization: how to get recommended by ChatGPT, Gemini and Perplexity
A practical guide to AI search optimization: what AI assistants quote, what to publish so they quote you, and how to check it is working.
Get shortlistedB2B content marketing strategy: reach buyers before the first call
A B2B content marketing strategy for buyers who decide in private: what content is for, what works at each stage, and a method a small team can run.
Get shortlistedBrand positioning strategy: how to write positioning people repeat for you
A step-by-step brand positioning strategy for startups and small businesses. Shortlists form from memory and recommendation, so positioning has to travel on its own.
Get shortlistedHow to stand out from competitors when every company says the same thing
How to stand out from competitors with a practical method for finding the sentence only your company can claim, including when products are similar.
Get noticedBranding and positioning: what brand identity does for a growing company
Branding and positioning for a growing company: how identity gets you remembered while buyers research alone, and two quick tests to see where yours stands.
Get noticedWhat is curiosity marketing?
The definition, the psychology underneath it, and the measures that show whether it is working.
PlanningMarketing agency, in-house hire or fractional CMO: how to choose
Marketing agency vs in-house hire vs fractional CMO: what each model buys, whether you need strategy or execution first, and a test to run before you sign.
Guides for this stage are being written. The plan is in the newsletter first.
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