Hello Reader You've invested in SEO, built a content engine, improved your website and worked on converting more visitors into customers. Now you need more people coming through the door. Except there's a problem. Organic traffic isn't what it used to be. In January 2025, Search Engine Land reported a dramatic decline in HubSpot's organic search traffic. Traffic fell from an all time high of 24.1 million in 2022 to 8.6 million in December of 2024. Now that buyers are doing their research...
9 days ago • 10 min read
Hello Reader You’ve filled the pipeline, but the deals aren’t closing. Now the CRO is on your case about lead quality, and you’re back defending marketing’s contribution. Do you change the targeting? Pour more budget into the top of the funnel? Before you do either, find out where those buyers are getting stuck. You need to know what happens between them showing interest and deciding whether to buy. Lauren McHugh, Head of Marketing at Docket, says that surfacing buyer objections has helped...
16 days ago • 9 min read
Hello Reader Over the past few months, I’ve watched a lot of marketing teams adopt Claude. Most start in roughly the same place. Someone needs a campaign brief, so they ask Claude to write one. Someone else needs a LinkedIn post, so they open a new chat and start prompting. A third person uploads campaign data and asks for a summary. Everyone is technically using AI, but everyone is using it differently. Different prompts. Different context. Different standards. Different outputs. And...
23 days ago • 6 min read
Hello Reader Your website homepage can sound polished and still leave a buyer wondering what you sell. I know because I built one. I recently asked messaging and positioning consultant (and author of an excellent newsletter called Gobbledy), Jared Blank to review the Driver Labs homepage. I showed him the website before I explained anything about the business. Here’s the first headline he saw: “Now you can build a business your clients can't replace.” His response: “I've learned nothing.”...
30 days ago • 7 min read
Hello Reader People often ask me which AI platform they should use. My answer is usually the same: start with the one you have access to. Recently, I ran an informal poll asking marketers whether they use ChatGPT or Claude. The vast majority of those who responded use both. That surprised me. Getting an AI platform familiar with your work takes effort. You explain your business, upload reference material, build projects and teach it what good work looks like. Using two platforms means you...
about 1 month ago • 6 min read
Hello Reader Kaan Catalkaya manages 15 clients by himself. Each client has different goals, customers, campaigns, platforms and ways of working. Keeping track of it all would be difficult for a team. Kaan does it as a solo operator. He can manage that workload because every client gets its own command center. The command center contains everything his AI system needs to work on that account: meeting transcripts, audits, reports, agreements, instructions, standards and a record of what changes...
about 1 month ago • 8 min read
Hello Reader You’ve been meaning to set up AI correctly. Then a campaign needs approving, a client asks for changes and three meetings appear on your calendar. The setup gets pushed to next week while you continue dragging work through the same collection of chats, files and tools. You may already have several useful pieces. A Project containing your brand documents or a prompt that produces a decent brief. Maybe you even have an agent with a name and job title. But every task still begins...
about 2 months ago • 8 min read
Hello Reader, A recent post in r/marketing collected dozens of AI-generated posters from different companies. Same blocky type, painted illustrations and crowded layout, even when the companies had nothing in common. At the start of this week the post had 932 upvotes and 250 comments. People had opinions. Some defended the posters as an effective way for small organizations to make something presentable. Others said they’d started scrolling past the style because every poster looked the same....
about 2 months ago • 5 min read
Hello Reader “Sorry we couldn’t find time to chat.” That sounds like a reasonable email to send a prospect who failed to schedule a meeting. Except this prospect had never received a meeting link. The email came from Zapier and landed in the inbox of a qualified enterprise buyer. The company’s automation blamed the buyer for failing to complete an action they’d never been given the chance to take. Angela Ferrante, who led enterprise marketing at Zapier (and is now head of marketing at...
2 months ago • 6 min read