Martech

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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