Journal
We build content intelligence software and sell it the hard way, by researching a market and writing to the companies in it. These are the working notes: what we target, what we send, and what we got wrong first.
Social Intel has no search demand to harvest, so the first conversations come from outbound. Here is the setup we use, who runs it, and what we refuse to claim about it.
A job ad is a company telling the public what it is short of, dated and specific. Here is how to read hiring signals as buying signals, and where the method stops working.
8 min read
Personas describe a customer you imagined. Public evidence describes companies that already behave the way your buyer behaves. Here is how to build the second kind.
8 min read
Two teams research the same market twice and never compare notes. The outbound team learns what makes buyers reply. The content team learns what makes them read. Both answers belong in one place.
7 min read
A campaign that produces nothing has three possible faults, and teams almost always rebuild the wrong one. How to tell whether the list, the message or the delivery is at fault.
8 min read
Funding rounds and website visits get sold as intent data. Most of it predicts nothing. A ranking of public B2B buying signals by how much they actually tell you.
9 min read
English-language research tools go quiet at the Polish border. How to read a market in a language you do not speak, and the three mistakes that make the output worthless.
8 min read