Digital
Articles on digitalisation, GTM engineering and AI in B2B.
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.
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.
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.
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.
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.
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.
Data Strategy and CRM for B2B Companies: 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 to Implement Customer Relationship Management (CRM) for B2B Companies
This guide explains how B2B companies can implement CRM systems to manage the customer journey efficiently. It covers CRM strategy, operations, analytics, and highlights leading platforms for automating marketing, sales, and service functions.
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.
GTM Ticket Anatomy in the Age of Autonomous Agents
A GTM ticket in 2026 is not a task form, it is a context container. It loads itself across four phases until a human and an agent can run it without a single question. The brief is the truth. AI only scales how badly you brief.
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.
Content Creation with AI: Do Machines Write Better than Humans?
On analytical text, AI now matches human writing. On storytelling, it falls short. This article shows where AI helps in B2B content creation and where the limits still are.
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.
20 Lead Magnet Ideas for B2B Companies
Lead magnets collect contact details from potential customers. In return, the prospect gets content with real value. 20 concrete ideas for B2B companies.
Perfect Your Sales Pitch with April Dunford
April Dunford's sales pitch framework is not a pitch trick. It is the first build phase of a GTM team. Get positioning right and you hand humans and AI agents the same foundation.
MQLs Do Not Work: Qualified Pipeline Instead of Lead Theatre
MQLs drive a wedge between marketing and sales and produce reporting nobody uses. If you build a GTM team, you build pipeline quality, not MQL volume. Defining the pipeline is a leadership task, not a reporting metric.
The One-Liner for Messaging People Actually Get
A one-liner of problem, solution and reward explains a complex product in one sentence. That clarity is not a copywriting trick, it is the output of a cleanly built GTM team.
The Wheel of Persuasion in the Age of Agents
The Wheel of Persuasion explains persuasion in six steps. When AI agents do the first touch and humans close, the psychology stays the same. Only the execution scales.
The Spotify Model in Product Management: Why It Will Not Work for You
Spotify's squad model is one of the most copied product management frameworks. And one of the most failed. With AI agents in 2026 you do not need it anyway. Three people plus agents run what used to take a thirty-person tribe.
Build a SaaS Product in 90 Days: Narrow, Honest, Shipped
Ninety days is enough to ship a SaaS product. Not everything you would like, but the part people pay for. Three people plus AI agents build what used to need a dozen. Narrow, honest, shipped beats broad, perfectionist, unwritten.
Service Agency vs Software Product Business
I know both sides. The agency delivers cash flow from day one, the product eats years of pre-financing. Why I still build systems that stay instead of selling dependency.
Cloud-Native, IaaS, PaaS and SaaS Explained
IaaS, PaaS and SaaS in plain words, no buzzwords. And why cloud architecture matters precisely when AI agents run inside your product team.
Agentic GTM and Product Engineering: From 30 to 3
AI made execution cheap. The bottleneck is now leadership and context, when ten agents run at once. How I run GTM and product departments with three professionals plus agents instead of thirty people. Plus three ways to put it in place.
AI Is Killing Outbound: What LinkedIn Can Still Save
Agents have made classic outbound nearly free in 2026. The inbox is jammed and reply rates are falling. The bottleneck is not the writing, it is context and reputation. What LinkedIn can still save when everyone runs the same machine.
Inbound vs Outbound Marketing for More B2B Sales
Inbound or outbound is the wrong question. In 2026 it is a question of orchestration: who steers which machine, on what truth. How inbound-led outbound runs both engines on one foundation and turns cold contacts into warm leads.
Combining Content Marketing and Performance Marketing
Content versus performance is a false choice. The system I run myself: one real insight, many formats, amplified in every channel and measured against numbers. Run by a small team plus AI agents, without clickbait.
Letting People Go: Team Management and the Founder's Reality
Nobody thanks you for letting someone go. My honest leadership receipt: how I decide who stays and who goes, how I run the conversation, and how I cope with it personally.
Finally, Meetings That Move Your Company Forward
Most meetings are theatre. How a three-person team decides instead of meets: with rhythm, the IED principle, and AI agents that take over the prep.
Successful Sales Enablement: 3 Pillars for Marketing and Sales
Sales enablement is what remains when you leave and the system stays. The three pillars of relevant content, meaningful data and personalised communication, carried by AI agents on real context.
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.
Using Customer Data for B2B Sales: A Guide
Customer data is not the new gold. Context is. Data alone gets you nowhere if your system cannot read it. A guide to turning data into context for B2B sales, GDPR-compliant and without data silos.
Lead Research and ICP: The First Build Phase of Any GTM Team
Before a GTM team writes a single email, I define the ICP with them. Who do we want, and how do we recognise them? That is phase one of every build. Without it, lead research turns into collecting data with no direction.
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.
How to Get Started with AI in B2B Sales
Two AI skills do the heavy lifting in B2B sales: deploy agents that handle research and outreach, and own distribution so buyers hear from you first.