Blog on Product, GTM and AI
One idea per post. Workflows, processes and real moments from B2B software, at the intersection of software product management and go-to-market.
One entry point per topic: plainly explained, with all related articles.
Marketing & Sales Automation
28 articlesRoutine work in marketing and sales runs automatically while your team focuses on conversations.
Software Product Management
11 articlesDeciding what gets built and why: from positioning to the team that ships.
B2B Automation & AI
13 articlesWhere AI creates real value in B2B, and why data is the foundation.
AI Automation
14 articlesAutomating workflows with AI helpers: from your first agent to a team of agents.
Entrepreneurship
11 articlesBuilding companies, told honestly: decisions, leadership, growth and the hard moments.
GTM Engineering
21 articlesBuilding customer acquisition as a system instead of a pile of tools and luck.
Hyper-Personalisation
9 articlesContent and outreach adapt to every customer, automatically and still relevant.
Inbound-led Outbound
9 articlesYour content warms the market, your outreach harvests: both engines in one loop.
Signal-based Selling
11 articlesContacting companies when visible signs show the timing is right.
Latest articles
Agentic engineering: why the DACH mid-market is stalled at step one
Agentic engineering rebuilds the software development lifecycle around AI agents, grounded in your company knowledge. Not AI features bolted on top. In the DACH mid-market, leadership and culture are the blockers, not regulation.
The marketing-to-sales handover that actually works
The handover never fails on goodwill, it fails on separate truths. One system, one truth: the handover is solved when all tools and agents read the same context.
3 reasons B2B marketing usually fails (and the 4th that's new in 2026)
B2B marketing fails for three old reasons: marketing is out of step with leadership, paid campaigns barely return ROI, and AI rewrote SEO. In 2026 a fourth one arrived: tool sprawl without context.
Founder-led content: your uncopyable GTM advantage
Reply rates below 1% are a recognition problem, not a copywriting problem. Nobody replies to strangers. When prospects already know you from your content, reply rates jump to 2 to 4%. Your personal brand is the one GTM asset nobody can copy.
From vibe coding to agentic engineering
A year after "vibe coding" swept through AI-assisted development, the hangover hit: unreliable code, security holes, slower developers. Now comes "agentic engineering." You orchestrate AI agents and keep control of architecture and reviews. The tool stays, the discipline returns.
How to use artificial intelligence in B2B marketing to generate more sales
AI is reshaping B2B marketing: predictive analytics, personalisation, and automation of complex tasks. 81% of decision-makers see a chance to improve their marketing.
The mountaineer / article in Swiss IT Reseller
Marc Gasser has developed a unique project methodology where programmers are sent to mountain retreats to concentrate on software development. His IT company Astina specialises in e-commerce process optimisation and innovative portal development.
Data strategy and CRM for B2B companies: a guide
While most leaders recognise data and CRM systems as critical, few B2B companies actually implement targeted data strategies. A crisis in data quality threatens digital transformation success.
How does hyper-personalisation work in B2B?
Hyper-personalisation uses AI to adapt your content dynamically for each visitor. This article shows how it works in B2B and strengthens customer loyalty.