Personas
Forget the 7-Role Enterprise Persona Map. B2B Buying Comes Down to 3 People
Skip the 7-role enterprise persona map. This B2B framework narrows buying committees down to 3 people — and what each one needs from you
Personas
13 People Can Say No. Almost Nobody Can Say Yes. Welcome to B2B Sales
Forrester found 13 people can say no in a B2B deal, and almost none can say yes alone. Here's why 86% of deals stall anyway
Personas
Why Your B2B Buyer Persona Looks Like a B2C One (And Why That's Costing You Deals)
Most B2B personas look like B2C ones: a stock photo, a hobby list. Here's why that fails, and what a real B2B persona needs instead.
ICP
What Most B2B SaaS Companies Get Wrong About ICP Triggers
Most ICP documents list triggers. Almost none of them are instrumented to a data source. That gap is the difference between a target list and a live...
ICP
Why Your ICP Is a Marketing Document (And Why That Is the Problem)
Most ICP docs live in the strategy deck and never reach the sales floor. That gap is not a communication problem. It is a structural one.
GTM
The Five Tests Every B2B SaaS ICP Must Pass
Five tests separate a real ICP from a market segment with a title slide. Most SaaS teams fail at least one. Find out which ones.
ICP
Why Acquisition and Expansion Need Separate ICPs
Most B2B SaaS ICP docs collapse acquisition and expansion into a single profile. Here is how to bifurcate your ICP correctly and why it changes...
ICP
Your ICP Has an Expiration Date: How to Know When It's Time to Rewrite It
Most SaaS teams treat the ICP as a permanent artifact. Here is how it should evolve, along with the signals that indicate it is already out of date.
ICP
The Anti-ICP: The Document Every B2B SaaS Company Needs But Almost Nobody Has Written
The anti-ICP, why it matters, and the three account archetypes that will drain your team if you let them in.
Demand Generation
New Customers Are the Most Expensive Way to Grow a SaaS Company
Acquiring new customers feels like growth, but it's the most expensive part of any SaaS business. Here's where the real compounding actually lives.
Strategy & Planning
Why SaaS Companies Stall at $20M (And It's Not the Market)
If your SaaS company has stalled around $20M ARR, more pipeline probably won't fix it. Here's what's actually causing the plateau — and what...
Strategy & Planning
Why Most B2B SaaS Growth Plans Don’t Actually Add Up
Almost every SaaS founder has a $100M target. Very few can show you the math behind it. Here's why growth plans default to activity instead of...
Brand / Design / Web
Generic to Unique: A Guide to Infusing Your B2B SaaS Brand into AI
You've started using generative AI to create images, but everything looks like generic stock photography. This guide will help you create images...
