If you’re reading this, you put your email on a page that promised one note a month. Thanks for that. The bar I’m setting myself is simple: every issue should be worth the eight minutes it takes you to read it on a Sunday morning, or it doesn’t go out.
This is not a marketing newsletter in the way that phrase has come to mean. No tool roundups. No “7 ways to…” headlines. No engagement bait. I’m a marketing leader for B2B technical companies, currently running global marketing for Outsight’s SHIFT platform in Paris. The slower brand is the place I think out loud about the work that actually matters, in writing tight enough that you’d be willing to forward it.
What you’ll get
One short note a month, on one of three things:
- Positioning. How technical products earn the right to be understood. The kind of subtraction problem most teams don’t admit they have.
- AI in marketing teams. Where it actually pays back, where it’s just theatre, and what to do about either.
- Operating quietly. Brand, content systems, CRM hygiene, and the long-cycle work that keeps a marketing function compounding past the quarter.
The one principle
Most B2B marketing fails by trying to say too many things at once. The fix isn’t volume. The fix is subtraction. Pick the one thing your team can defend, and let the rest go to the cutting-room floor. I wrote a longer version of this on positioning as a subtraction problem, and another on the homepage that says one thing. If you read nothing else of mine, read those two.
The deal
One email a month. Short. No tracking pixels beyond what your email client already does. You can reply to any issue and it lands in my inbox; I read everything and answer most. If you ever want to stop, the unsubscribe link is one click and it works. No “are you sure?” page, no win-back sequence.
Next month: a short note on what happened the first time I sat with a marketing team to introduce AI without losing the room. The mistakes I made. The two things that surprised me.
Until then.
“If there are two CTAs above the fold, one of them is a hedge.”
— Eddie, Paris