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
26 articlesRoutine work in marketing and sales runs automatically while your team focuses on conversations.
Software Product Management
9 articlesDeciding what gets built and why: from positioning to the team that ships.
B2B Automation & AI
12 articlesWhere AI creates real value in B2B, and why data is the foundation.
AI Automation
12 articlesAutomating workflows with AI helpers: from your first agent to a team of agents.
Entrepreneurship
10 articlesBuilding companies, told honestly: decisions, leadership, growth and the hard moments.
GTM Engineering
18 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
10 articlesContacting companies when visible signs show the timing is right.
Latest articles
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.
10 mistakes to avoid in marketing automation
Complex workflows kill your marketing automation. This article shows ten common mistakes, from data silos to weak content, and how to avoid them.
Marketing automation: lead generation or existing customer care?
Many B2B companies chase new customers and neglect existing ones. This article shows how marketing automation balances both: lead generation and customer retention.
Product marketing and product management: the power duo
Product marketing and product management are a duo. One brings the product to market, the other builds it. This article shows how their teamwork removes growth barriers.
How does product positioning work for B2B companies?
In B2B, product positioning decides whether customers buy or go to a competitor. This article shows what positioning is and how to build it in three steps.