Writing
Field notes
Notes from the team building NomiOS.
ABM for B2B SaaS: the playbook that actually builds pipeline
Most ABM programs fail on account selection, not creative. How to build a target list you can defend line by line.
11 min read
GTM engineering: the four layers of a go-to-market engine
GTM engineering is a system, not a job title. Four layers, what breaks at each one, and what you can build before you hire anyone.
12 min read
B2B buying signals: which ones actually predict a deal
Most intent data is noise. Twelve B2B buying signals ranked by how reliably they predict an actual deal.
11 min read
1:1 ABM personalization that scales past 20 accounts
Every ABM team hits a ceiling at around twenty accounts. It was never a strategy problem. It was arithmetic, and the arithmetic changed.
11 min read
Answer engine optimization for B2B SaaS: how to get cited by LLMs
We took one client from 87 LLM citations to over 850. What moved the number, what did not, and how to measure your own.
12 min read
How to track LLM citations: the method behind an 87 to 850 result
When we say we took a client from 87 LLM citations to over 850, the obvious question is how we counted.
8 min read
Intent data providers compared, by someone who does not sell intent data
Almost every comparison of intent data providers is published by an intent data provider. That is not a conspiracy, it is just who has the commercial incentive to write one. It does mean the genre has a predictable shape: four vendors are described fairly, and the fifth, which happens to be the publisher, solves the problems the other four have.
9 min read
The B2B pitch deck that actually gets read
Most B2B pitch decks are a company tour with a price at the end. Who we are, how many offices, the logo wall, the product tour, the pricing table, thank you.
9 min read
ABM metrics: what to report, and what to stop reporting
Most ABM programs are killed by their own reporting.
8 min read
Waterfall enrichment: why one data provider is never enough
Here is a number most teams never measure: what percentage of your enriched records come back complete?
7 min read
Personalized microsites for ABM: when they work and when a deck wins
A personalized microsite is a web page built for one account. Their name, their situation, content selected for their problem, at a private URL.
8 min read
Ideal customer profile for B2B SaaS: build a scored model, not a persona doc
Most ICP documents are useless in a specific and predictable way. They describe a company that would obviously be a good customer, in language broad enough that almost any company could be argued into it.
8 min read
The B2B buying committee: map veto power, not job titles
Enterprise deals rarely die in front of you. They die in a meeting you were not in, killed by someone you never spoke to, for a reason nobody ever tells you.
8 min read
ABM for startups: concentration is an advantage, not a constraint
Almost everything written about ABM assumes an enterprise team. A platform, a budget, a data stack, a marketing org with specialists.
7 min read
The GTM engineering stack: one tool per layer, and why the vendor matters least
Most GTM stacks are not stacks. They are twelve tools acquired over three years, four of which overlap, two of which nobody has logged into since the person who bought them left.
8 min read
Website visitor identification: what it actually delivers
Website visitor identification tells you which companies visited your site without filling in a form.
8 min read
Signal-based lead scoring: a model you can actually copy
Most lead scoring models have the same defect. Points only ever go up.
8 min read
B2B account research: what to look for, and in what order
Most account research produces a document nobody uses.
8 min read
GEO vs SEO: what actually differs, and what carries over
Three terms describe one discipline, and the naming confusion is costing teams real money.
8 min read
How to get cited by ChatGPT: the retrieval mechanics
The question is usually asked as a content question. It is a retrieval question, and the difference determines whether anything you do works.
9 min read
Google AI Overviews for B2B SaaS: why this is a different target
Most AI search advice treats AI Overviews and chat assistants as one problem. They are not, and conflating them wastes effort in both directions.
8 min read
AI SDR: what it replaces well, and what it replaces badly
The AI SDR category is sold on a single promise: the output of a sales development team without the sales development team.
9 min read
Cold email personalization that is not just a merge field
Personalization stopped being a differentiator the moment every tool could do it.
8 min read
ABM vs demand generation: the framing is the problem
The comparison is posed constantly and it is a false choice, largely manufactured by vendors whose product sits on one side of it.
7 min read
Hiring a GTM engineer: when to do it, and what to test for
The role is genuinely useful and it is being hired too early by a lot of companies.
8 min read