Martech

I’ve spent years A/B testing signup flows for SaaS products, consumer apps and newsletter gates. The single biggest lift I’ve seen repeatedly isn’t a new color or a fancier illustration — it’s the words you use at the moment people decide whether to commit. Tiny changes in UX copy can move the needle by double digits. Below I’ll share the exact lines I’ve tested that produced ~20% lifts in signup conversion, explain why they work,...

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Sign-up flows are where your relationship with a customer starts, and they’re also where a lot of valuable first-party data quietly leaks away. I’ve audited dozens of onboarding funnels for startups and established brands, and the pattern is familiar: forms that ask the wrong questions, tracking that never fires, and personalization systems that claim to do more than the data supports. This framework is a practical, step-by-step way to audit...

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Moving your tagging from a client-side Google Tag Manager container to a server-side setup is one of those projects that promises cleaner data and better performance — and also has the potential to quietly break attribution across paid channels, analytics and CRO tools if you don’t plan carefully. I’ve run this migration a few times with clients and internal projects, and the single biggest lesson I keep coming back to is: treat the...

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I’ve been on both sides of the HubSpot migration fence: helping teams extract value from the platform, and later helping them leave it. There’s a tidy allure to “switch off HubSpot” — lower recurring fees, more control, or a better fit for a particular stack — but the reality is messy. HubSpot is less a single product and more a cross-stitched ecosystem: CRM, marketing automation, CMS, services tools, analytics and dozens of...

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Why I map zero-party data capture on signup flowsZero-party data—information that a user intentionally and proactively shares with you—has become a cornerstone of practical personalization. I treat it as the cleanest signal you can get: explicit preferences, intentions, and self-expressed identity that don’t require inference. But great data is only valuable when it’s collected responsibly. Mapping zero-party capture into your signup...

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I’ve spent years nudging teams away from reactive content creation and toward using the richest source of customer truth most companies already have: support transcripts. If you’re running a help desk — whether that’s Zendesk, Intercom, Freshdesk, or a custom chat queue — those conversations are full of repeat questions, feature gaps and phrasing that tells you how customers think. Turned into a simple NLP workflow, they become a...

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When a scaleup reaches the point where customer growth and marketing complexity start to outpace spreadsheets and single-person operations, the question of martech architecture becomes inevitable: do you centralize on an all-in-one platform, or stitch together a best-of-breed stack? I’ve helped teams make this call enough times to know there’s no one-size-fits-all answer — but there are reproducible trade-offs and a framework you can use...

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The end of third-party cookies didn’t come as a single knockout blow — it was a slow, predictable squeeze. But for many teams, the real challenge isn’t the headline change; it’s the messy, fragile plumbing of first-party data that suddenly matters a lot more. If you want ad targeting to survive and thrive in a cookieless world, you need to audit your first-party data flow end-to-end. I’m going to walk you through a pragmatic, hands-on...

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Picking a martech stack for a two-person marketing team on a tight budget is less about finding the single "best" tool and more about choosing a set of services that work together, reduce overhead and scale sensibly. I’ve built and audited stacks for tiny teams and large brands, and the constraint that matters most isn’t money — it’s attention. With £5k/year, you can cover the essentials if you prioritise integration, automation and...

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I get asked a lot: “Can I use generative AI to write my product pages without tanking SEO?” Short answer: yes — but only with a checklist and guardrails. I’ve tested a handful of copy-generators across ecommerce stacks, and the difference between a helpful tool and a traffic-killer usually isn’t the model — it’s the workflow and the quality controls you put around it.Why a practical checklist mattersAI copy tools can speed up...

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