Everyone Sounds the Same
Ten CX AI homepages with the names removed. Why the category blurs together, what it costs, and four pillars for standing apart: Who, Value, Proof and Voice.
Open the deckA marketing POV for CX companies
Thinking out loud about marketing in CX.
My take on how customer experience companies go to market: what’s working, what isn’t, and what I’d do differently. Free to read. Steal anything that’s useful.
- Strategy
- Brand and positioning
- Demand generation
- Product marketing
- AI
Points of view
The Buying Committee
AI put governance at the table. How to keep writing for the champion, go around the table seat by seat, arm the champion for the committee, and equip sales for the room.
Open the deckThe Cost of AI Slop
AI is brilliant. Pressing go without looking isn’t. What slop costs a brand, what AI is great for, and three rules for using it well.
Open the deckThe Changing Face of Content Marketing
AI commoditised the old playbook of blogs, SEO, forms and email. What’s replacing it: creators, founders with opinions, original data, entertainment and short-form.
Open the deckAI Use Cases in B2B Marketing
Ten B2B marketing teams using AI well, with the results to prove it. A curated list from public sources, from KPMG’s AI-powered ABM to Vercel’s lead agent.
Open the deckThere’s No Silver Bullet with Demand Gen
Why no single channel or tactic fixes pipeline on its own, and what works instead.
Want to grab a coffee (London) or hop on a call?
Message me on LinkedInAbout Greg
- 20 years in B2B marketing
- Passionate about delivering better customer experiences
- Expert in positioning and GTM for CX AI companies
When I’m not doing this, I’m in the water waiting to catch a wave.