Success Requires Ongoing, Deep Partnerships Over One‑Off Posts
recently got this in my DMs, sharing 6 reasons why this sort of thing won't work 👀 1. ppl are hoping one post will "go viral" but it's never that, it's a test and learn and tweak and keep going mentality there will be spikes and that's what you build for 2. a one time post is shallow and lacks the deep knowledge required for good content. as a Riverside user I've worked across diff't needs for Riverside including thought leader ads, webinars, content strategy, and podcast pre-roll ads. can't imagine trying to write a post for a company I know surface level stuff about 3. a long term relationship is deep and worthwhile for both parties, they will both put in the effort to make it work. every time Navattic launches something new I am informed, and not just semi informed...ofc there are even interactive demo walkthrus lol and all the advisors meet to discuss future planning and leaders actually take the feedback seriously. not only that but we are invited to customer events where we learn exactly how the product is used out in the wild and even share our own reco's 4. instead of spending $150 per post across 100 people why not invest $15k across 5-10 right fit ppl long term and make it more like a partnership not a per post transaction 5. those ppl you invest in become like part of the company and get to know each other and everyone helps each other which further boosts effectiveness and this is something I have really loved 6. the end of "per post influencers" is coming, I'm seeing agencies that build digital influencer avatars that can speak on behalf of your brand. i've been working with two companies consistently for years Navattic Riverside i've never worked with clients on a per post basis and I never will and this is why. what's your take on this? prove me wrong.
Marketing Wins When You Target Human Truths, Not Data
Most ppl are good at finding patterns, but bad at finding human truths. A pattern is what happened. A human truth is why it keeps happening, the emotional nuance underneath. In marketing, Human Truth matters more than anything. Because people...
Claude MCP Integrations Drive Tool Adoption and Usage
the tools I actually use daily are the ones connected to Claude via MCP 👀 💡 HubSpot Slack Gmail Gcal Gdrive Fathom Vercel I'm in these tools more than ever because I can pull from all of them in one...
Continuous Customer Research Keeps Teams Aligned and Winning
the best teams I know are doing customer research All The Time. most teams don’t... most teams wait until the story starts cracking, and PMMs usually feel it before anyone else does. the warning signs are pretty easy to spot:...
B2B’s “Insights” Have Lost Meaning, Need Real Value
when did "insights" become such an ugly word in b2b? 👀 oh, right. this is how. 2008–2010: “Insight” got pulled into the business intelligence / analytics world. BI docs around 2008 talk about analytics producing “insights” and “actionable insights.” 2011–2016:...
Discussed AI Writing & Research Scoring on News
I was on the News 😉 talking about writing with AI, messaging assistants, scoring research insights, and way more. Mark Kilens Natalie Marcotullio thx for such a thoughtful convo with some of my fave ppl ❣️
Patience Beats Premature Positioning Changes
the most dangerous move after a positioning decision is changing it too early 👇 a bunch of teams do this they try a message for a few weeks, get uncomfortable see mixed feedback start tweaking then call the strategy wrong...
Curiosity and Experimentation Fuel Podcast Growth
WOA. how the heck did I get to 270+ episodes and 50,000+ plays?? I guess it's bc I'm very curious, I have many Qs and feel like I always have few answers (probly why I love customer research too 😆...
AI Speeds Drafts, but Still Demands Human Rewriting
The biggest AI writing problem I keep hearing from PMMs: It's not “can AI write?” It’s actually “why am I still rewriting everything?” 😭 I had a convo this week with yet another PMM leader who said something I keep...
AI Delivers Patterns, Not True Causal Insights for PMMs
The worst thing AI is doing to PMM right now? 👀 Making pattern recognition look like insight. That should bother more people. PMMs are now getting pages of “insights” from transcripts that were never probed deeply enough to support a...
PMMs Still Skipping Essential Customer Research in 2026
I asked 9 PMMs at a recent Product Marketing Alliance event how they use customer research at their companies. Their honest answers were painful. "we don't have a dedicated person" "I'm the one doing it but I'm drowning in launches"...
Customers Buy Core Needs, Not Feature Overload
"We're the all-in-one solution." Cool. But that's not why they bought you. QuickBooks has 1,000 features. But people didn't hire it for 1,000 features. They hired it because of a few core struggles: they needed to get paid, pay others,...
Quantifying Qualitative AI Conversations with Claude Console
Nearly every AI research tool promises insights. Many still can’t tell you how much they matter. And very few connect them to what your whole company should do next. so I decided to try and build a better way Day...
B2B Teams Need Consistent, Behavior‑Based Research Systems
most b2b teams *talk* to customers but only ~10–30% run a repeatable research system. The rest are running on sales/support anecdotes. 🫠 Because there's a lot of activity that *feels* like buyer research, but isn't: Sales call notes filtered through...
Clients Demand AI‑Integrated Consultants Over Traditional Advisors
Why did it take me so long to see this? really, to accept it Had a conversation yesterday that finally crystallized what's been happening in the market. 👇 Companies aren't looking for traditional consultants anymore. They're looking for AI-Powered Consultants....