Writing.
Thoughts on growth, marketing, product, and the creator economy.
How to Build a B2B Creator Programme From Scratch
Most companies overcomplicate the launch and underprepare the foundations. Here's how to build a creator programme that actually compounds, starting from existing users, not cold outreach.
How to Build Community and Event Loops That Compound
Most SaaS event strategies stop at booths and badge scans. The real value comes from turning events into relationship loops that keep paying off after everyone flies home.
B2B Influencer Marketing: What Actually Works in 2026
Most B2B companies try to run influencer marketing like a B2C play. The ones getting results are doing something different — better briefs, better people, and better measurement.
How to Actually Measure Influencer Marketing ROI
The measurement frameworks most companies use for creator marketing don't match how influence actually works. Here's a practitioner's guide to measuring what matters, from brand awareness to conversion, based on what I've learned running creator programmes at Narrative, Poliigon and BetterSaver.
Partner Marketing vs Influencer Marketing: The Real Difference
Most SaaS companies lump these together or use the terms interchangeably. They're not the same thing, and understanding when to use each changes how you allocate budget.
What Ecosystem Marketing Actually Means (And Why Most SaaS Companies Get It Wrong)
Everyone's talking about ecosystem marketing. But most companies using the term have just rebranded their partner programme. Here's how to tell the difference.
Why Measuring Influencer Marketing ROI Is Still Broken
The industry tracks reach, impressions, and affiliate codes. But the way creator marketing actually drives revenue looks nothing like what your dashboard shows.
Ecosystem Marketing: The Complete Guide for SaaS Companies
Most SaaS companies default to paid ads and outbound. But the ones building real competitive moats are investing in their ecosystem. Here's a practitioner's guide to ecosystem marketing — what it actually is, why it works, and how to build one.