the
AI Marketing Lab.
Notes from the edge of Commercial Strategy and Artificial Intelligence.
Essays on commercial strategy, system design, and removing what shouldn’t exist. If something here resonates, we should probably talk.
THE philosophy
Signal in the Noise.
Most B2B content is written to fill a schedule. The content in this Lab is written to solve a problem. I break down the exact protocols I am running for clients right now—from Anjin Agent workflows to Unit Economics modelling. If you want to see what the future of the agency model looks like, this is the blueprint.
latest experiment
Why I stopped offering marketing retainers
For fifteen years, I sold retainers. Monthly fees for ongoing marketing support. It’s how agencies work. It’s how consultants work. It’s how I worked.
Then I noticed something uncomfortable: the retainer model rewards activity, not outcomes.
When you’re paid monthly regardless of results, the incentive is to stay busy. Send reports. Schedule meetings. Produce content. The client feels like something is happening. The invoice feels justified.
But activity and progress are different things…
Read the full article →
the intelligence vault.
Commercial Strategy. AI Automation. Behavioural Science.
the commercial engine
COMMERCIAL RIGOUR
For CEOs and Founders focused on P&L.
the acquisition engine
THE AI WORKFORCE
Replacing manual grunt work with automated agents.
the persuasion engine
BEHAVIOURAL PERSUASION
The human element of the sale.
Field Resources. Tools we use daily.
The 2025 B2B Dominance Checklist
A 50-point audit to ensure your marketing stack is ready for the AI transition.
The Unit Economics Calculator
The exact spreadsheet I use to determine client profitability and CAC targets.
The "Ogilvy" Email Templates
5 cold outreach templates engineered using behavioural triggers.
focus
forward
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friday briefing.
One email, once a week. I share one new AI experiment and one classic strategy lesson. No spam, just intelligence.
Ready to Apply These Insights?
Reading about the technology is one thing. Installing it into your business is another.
Let me review your current setup and show you where AI could replace inefficiency.