Notes from the work11 posts · RSS
Notes.
Practical writing on AI, marketing automation, CRM and creative. What I’ve seen work in real teams, what hasn’t, and how to set it up.
Agentic automation, explained by someone who actually ships it
AI agents are the most overused phrase in marketing right now. Here is what the word means in practice, where agents earn their keep, and the one rule I follow before I build any of them.
Read · 3 min- Sep 30, 2026CRM · 3 min
Lead scoring that sales actually trusts
Most lead scores get ignored within a month. Here is how I build scoring with Clay enrichment, an LLM read of the context and a feedback loop, so reps start using the number instead of their gut.
- Sep 9, 2026Creative · 2 min
AI won't fix boring creative
Generative tools have made content cheap. That makes a strong idea worth more, not less. Notes from years of making social for brands people already think they know.
- Aug 19, 2026AI · 3 min
How to get an LLM to write in your brand voice
A tone-of-voice PDF won't make a model sound like you. Examples, banned words and a simple review loop will. The setup I use with clients, step by step.
- Jul 29, 2026Strategy · 3 min
How to tell if your AI work is paying off
Most teams can't say whether their AI projects made any difference. A plain way to measure it, using hours saved, quality held and revenue moved, without a data science team.
- Jul 8, 2026Automation · 3 min
n8n vs Make vs Zapier: an honest comparison from production
I've run real marketing workflows on all three. Which one I reach for, when, and the questions that should decide it for your team rather than a feature table.
- Jun 17, 2026Social · 3 min
What making a 90-year-old landmark talk to Gen Z taught me
Lessons from leading social for the Empire State Building, on finding a voice, letting a small team move fast, and why the best-performing posts were rarely the prettiest.
- May 27, 2026CRM · 3 min
How I migrate a CRM to HubSpot Enterprise without losing a record
CRM migrations go wrong in predictable ways. The audit, data design, staged import and cutover plan I use, written as the playbook I wish I'd had the first time.
- Apr 15, 2026AI · 2 min
AI in marketing without the hype: what's actually working
An honest scorecard of where AI is earning its keep in marketing teams right now, where it's still mostly a demo, and where I'd put the first hour of effort.
- Mar 4, 2026Social · 2 min
Paid social for a cause without sounding like a charity ad
What I learned growing a global advocacy movement with paid social. Why urgency beats guilt, why small actions convert, and how to make return on ad spend work when the product is a better world.
- Jan 20, 2026Freelance · 3 min
Hiring a freelance MarTech lead? Read this first
When a freelance or fractional marketing technologist makes sense, what a good first month looks like, and the one-page brief that saves everyone weeks. Written from the other side of the table.