Welcome to The Lab, the engine room of my practice.
In a world filled with theoretical frameworks and “marketing gurus” promising overnight miracles, I’ve chosen a different path. The Lab is not just a blog; it is my research and development center. It is where I deconstruct complex B2B SaaS strategies, stress-test them in real-world environments, and document the results with clinical precision.
The Golden Rule of The Lab is simple: I never advocate for a strategy I haven’t implemented myself. Every framework, naming convention, or link-building tactic you find here has been trialed on my own platforms or within the high-stakes environments of my clients’ businesses.To help you navigate these experiments, I have organized my findings into three distinct Research Wings, each representing a pillar of modern marketing excellence.
Wing A: Strategic Architecture
Wing A is about the “proportions” of your business. Much like the architectural geometry of the Roman Pantheon, a marketing engine is only as strong as the balance between the Customer, the Market, and the Team. In this wing, I explore the “Science of Deduction”—peeling back demographic layers to find behavioral truths—and the “Art of Navigation”—building Go-To-Market (GTM) maps that ensure your product doesn’t just launch, but reaches a safe harbor in a saturated market.
Focus: GTM, Customer Discovery, and Marketing Organization
Wing B: Search Architecture
If Wing A is the blueprint, Wing B is the plumbing and structural integrity of your digital presence. This is where I test the “circulatory system” of websites—the flow of Link Juice and the construction of Semantic Cocoons. In the transition to the era of GenEO (Generative Engine Optimization), this research is more critical than ever. I experiment with how to make brands “machine-readable” so that AI agents like ChatGPT and Google SGE recognize you as a primary authority rather than just another link.
Focus: Advanced SEO, Semantic Cocoons, and GenEO Transition
Wing C: Operational Excellence
A great strategy fails if the internal gears of the marketing department are grinding. Wing C is my “horology lab,” dedicated to the precision of the team. Here, I document experiments in Operational Excellence: from implementing the PARA method for digital organization to refining AI-driven workflows that act as a “Sorcerer’s Apprentice”—augmenting human creativity without drowning the brand in noise. I study how to protect a team’s most finite resource: their focus.
Focus: Productivity, PARA Systems, and AI Workflows
The Lab is a journey of continuous refinement. I invite you to explore these wings, not as a collection of absolute truths, but as a map of what is currently working at the frontier of B2B marketing.
Ready to see the data? Dive into the wings above.