E-commerce, B2B, and AI: marketing know-how learned the hard way, on the ground in Korea.
MQLs and SQLs aren't steps on a single staircase; they're different sets with only a small overlap. The smaller the team, the more it matters whom marketing brings in.
2026.10.13 · 3 min
B2B customers are, in the end, people who are anxious, tired and afraid of being held responsible. And those people want to look rational even when they aren't.
2026.10.13 · 5 min
One line that touched the customer's anxiety instead of listing features brought in 100 consultation requests from a single ad. How combining inbound with ads took us from 40 a month to 70-100.
2026.10.13 · 4 min
A long list of contacts doesn't start anything on its own. Why I, as a B2B marketer, made consultation requests my success metric instead of MQLs.
2026.10.13 · 5 min
Using AI in marketing is nothing special anymore. Most teams already use it for copywriting, content review, and cleaning up data. But there…
2026.04.27 · 9 min
Discovery, exploratory, fandom-driven, and more: a look at how e-commerce brands' strategies differ across customer and brand types.
2025.06.06 · 8 min
The types of key performance indicators e-commerce needs to hit, and how to manage them
2025.06.06 · 7 min
An expanded version of my notes from week 1 of the study group
2025.06.06 · 7 min
Week 1 notes from an e-commerce study group
2025.06.05 · 12 min
I reviewed Recatch, a CRM built so you don't miss sales opportunities.
2025.03.14 · 14 min
Why inbound marketing is hard, and why you should start anyway.
2024.08.03 · 12 min
A method for planning content around what your potential audience actually wants to know.
2024.01.21 · 24 min
Review marketing strategies that lift conversion rates, part 2: raising review quality
2023.09.03 · 1 min
Part 3 of the review marketing strategy series on boosting purchase conversion rates: managing review display and analysis
2023.09.03 · 2 min
Being data-driven for customers, the company, and me
2023.08.30 · 8 min
A customer-centered copywriting method I learned from the copywriter behind 'The bed is science,' the most famous ad line in Korea
2023.08.28 · 17 min
Part 1 of a review marketing strategy for higher purchase conversion rates: why review content matters and how to raise your review collection rate
2023.08.19 · 2 min
A look at Nike, the front-runner in D2C strategy D2C case studies of brands talking directly to consumers without going through platforms, plus how small brands can put it into practice
2023.04.30 · 4 min
