Buying is multi-stakeholder
Most teams still write for a single abstract buyer. Real deals move through champions, budget holders, technical evaluators, and sceptics. Good marketing helps each of them make the case internally.
BuyerLab
Buyer-first marketing systems for seed-to-scale B2B companies
Most B2B marketing is organised around activity. BuyerLab is organised around decisions. I study how buying committees reach agreement, where deals stall, and how marketing can make those decisions easier long before sales joins the conversation.
The thesis
Marketing is not there to produce content. It is there to make buying easier. Every serious purchase inside a company involves different people with different risks, questions, and incentives. The job is to make sure the answers exist before the meeting where they are asked.
AI changes the cost of specificity
The interesting shift is not that AI can produce more drafts. It is that it becomes cheaper to turn what sales and research already know into stakeholder-specific decision support earlier in the process.
BuyerLab studies buying
The work is about understanding how organisations actually reach decisions, then building the messaging, assets, and systems that reduce uncertainty on the buyer side.
What this produces in practice
In practical terms, that can mean buyer decision systems, stakeholder-aware messaging, research-to-asset workflows, website resets, and AI workflow workshops. The point is not the format. The point is making the commercial argument easier to understand, repeat, and carry across the buying committee.
Buyer decision systems
Research, messaging, and buyer-facing materials designed to answer the questions that hold deals up inside accounts.
Research-to-asset workflows
Systems that turn sales calls, objections, and customer knowledge into useful assets instead of letting them sit in transcripts and Slack threads.
AI workflow workshops
Practical sessions on how AI fits into a marketing team without becoming an excuse for faster generic output.
What I learned doing this work
Across Talon.One, Wurl, Adjust, Emhance and Z2A Digital, I kept seeing the same pattern: as products became more specialised and buying decisions more fragmented, marketing often became broader and less precise. BuyerLab is an attempt to reverse that.
Selected work
Case studies on repositioning, rebrands, demand generation, and the systems work behind making a commercial story hold together properly.
View portfolio →Research
Essays on buying behaviour, specificity, AI, messaging, and the mechanics of commercial decision-making.
Read research →Work with me
Workshops, project work, and fractional support for companies that need a clearer buying story and better decision support across the funnel.
See ways to work together →Next step
If your marketing is producing activity but not enough internal conviction, buyer clarity, or commercial momentum, I can help fix the argument.