Dear Marketing Leader,
I’ve spent over a decade inside B2B marketing teams — first as a VP of Demand Gen, then building an agency around everything I learned. And I recently had a realization I probably should have had years ago, but didn’t fully piece together until now.
Everybody is racing towards the same playbook. And that playbook is already dead.
AI is making everything faster. More ads, more content, more campaigns, more output than anyone has ever produced. But nobody stopped to ask whether the thing we’re all accelerating was ever going to work in the first place. If the playbook is broken — and it is — all that speed just gets you to the wrong place quicker.
Here’s what I see happening in real time.
Your competitors are taking your ads and your landing pages and your product pages and everything you put out there, and they’re feeding it into AI, and everybody is converging to the same middle. Same claims, same assumed pains, same plays. Your buyers can’t tell any of you apart, so they don’t decide.
Your category grows 10%, your board wants 30%, and that gap doesn’t close with better execution. It closes with a completely different play.
The best bets I’ve ever made didn’t make sense on a spreadsheet.
They never came from an A/B test. They were judgment calls — human calls made before buyers even knew they needed it, before AI could ever prove it. That’s always been what actually moved the needle.
You probably already feel this. The problem is you can’t rebuild the story while you’re carrying the number. I’ve watched some of the best marketers I know get ground down by that exact bind because they can see what’s wrong, but they don’t have the room to fix it.
That’s the work I do. I find the thing underneath the ads that’s actually worth building your marketing around — and I build it with you while the engine keeps running.