Field guides for people who run experiments.
A 10-part series on digital marketing, written as a system, not a menu. Each guide ends with one or two experiments you can run today, with the metric and thresholds attached.
- DM-001// FOUNDATIONSNew · just shipped
The digital marketing ecosystem: how the channels actually fit together
Most marketing playbooks treat channels as a menu. They are not. They are nodes in a system where outputs from one become inputs to another. Here is the system view, plus the metrics that tell you which node to pull.
18 min readRead - DM-002// FOUNDATIONS
Analytics and measurement foundations for digital marketing
You cannot allocate budget you cannot measure. This is the measurement stack (events, UTMs, dashboards, attribution) set up the way it should have been from day one.
22 min readRead - DM-003// FOUNDATIONS
Buyer psychology and positioning: get inside the mind before you write copy
Marketing tactics without buyer psychology is spray-and-pray. Here is the map: how your buyer thinks, what they already believe, and what will actually make them act.
24 min readRead - DM-004// CHANNELS
Content Marketing and SEO for Founders: The Complete Compounding-Channel Guide
SEO does not pay you back this quarter. It pays you back forever. Here is how to think about content as compound interest, and the system to actually ship it.
26 min readRead - DM-005// CHANNELS
Email marketing and nurture sequences: the bridge channel
Email is the only channel you own. Algorithms cannot deplatform you, ad costs cannot price you out. Here is how to build a list that actually converts.
20 min readRead - DM-006// CHANNELS
Paid advertising: the ad auction, campaign structure, and what actually moves CAC
Paid is the most measurable channel and the most punishing. The auction does not care about your strategy deck. Here is the operator-level view that actually moves CAC.
22 min readRead - DM-007// CHANNELS
Social and community: the trust economy and why most brands get it backwards
Social is not a distribution channel. It is a trust economy. Companies that treat it like billboards burn budget. Companies that treat it like a relationship compound.
19 min readRead - DM-008// GROWTH
The GTM engine: ICE, Bullseye, and how to actually pick the next channel
Most companies pick channels based on what worked at their last job, or what is in vogue. Both are bad heuristics. Here is the structured framework that beats them.
16 min readRead - DM-009// GROWTH
Conversion optimization: the LIFT model, A/B stats, and the seam between ad and page
A one-point lift in conversion rate is not a rounding error. It is the only change that rewrites the economics of every channel upstream, at the same time, without a meeting.
24 min readRead - DM-010// GROWTH
Marketing for product managers: growth loops, NSM, and the experiment portfolio
Product managers are usually under-trained on marketing and over-confident about growth. Here is the marketing layer that turns a PM into a growth PM: frameworks, role boundaries, and the artifacts hiring managers look for.
28 min readRead