Founder perspective and strategic takes on AI, GTM, and the future of B2B growth.
98 posts
Google Ads Experiments (formerly Campaign Drafts and Experiments) lets you test a change on a portion of your budget before applying it to the whole campaign. For B2B SaaS founders, it's the right way to test bidding strategy changes, landing page variations, and keyword match type changes without risking your full spend.
If you're running Google Ads for B2B software and your conversion rate is mysteriously low despite decent CTR, job seekers are probably a significant part of your audience. Here's why it happens, how to diagnose it, and how to fix it in under 15 minutes.
Google Ads has predefined audience segments you can exclude from seeing your ads — including job seekers, students, and people searching for salaries. For B2B SaaS founders, failing to exclude these segments means a significant portion of your budget goes to people who will never buy. Here's exactly which audiences to exclude and where to find the settings.
Negative keywords tell Google which searches should never trigger your ads. For B2B SaaS, a solid negative keyword list blocks job seekers, free-tool hunters, students, and informational researchers from consuming your budget. Here's the exact list to start with.
Google Ads demographic targeting lets you adjust bids or exclude audiences by age, gender, parental status, and household income. For B2B SaaS founders, household income exclusions and age range optimisation are the two highest-leverage demographic adjustments — both are underused and both improve conversion rate.
Without conversion tracking, Google Ads optimises for clicks — not for the actions that matter. For B2B SaaS, properly configured conversion tracking tells Google which clicks became demo requests, trial signups, or form submissions — so the algorithm can find more people like that. Here's the exact setup process.
B2B SaaS pricing is part art, part math. Most founders underprice by 30–50% because they anchor to what feels comfortable rather than to what the value delivered justifies. Here's the framework for setting prices that capture value without losing deals.
Most B2B case studies are too generic to close deals. They describe what the product does, not what the customer's specific problem was, what they tried before, and what changed after. Here's the structure that turns a case study into a sales asset.
Most B2B software buyers negotiate less effectively than they could — either by accepting the first offer or by negotiating on price alone and leaving value on the table. Here's what actually moves in a B2B software negotiation and how to approach it.
TAM, SAM, and SOM are market sizing frameworks every B2B founder needs for investor conversations and strategic planning. TAM is the total market. SAM is the segment you can serve. SOM is what you can realistically capture in the near term. Here's how to calculate each correctly.
Content marketing typically takes 12–18 months to generate meaningful B2B pipeline. Not because it doesn't work — because SEO compounds slowly, trust takes time to build, and most companies stop before the compounding kicks in. Here's why and how to shorten the timeline.
Most early-stage B2B companies run paid ads before they've proven the message, the ICP, or the landing page. The result is expensive clicks with no conversions. Paid ads amplify what's working — they don't discover what works. Here's why early-stage paid ads fail and what to do first.