Blog
Case studies, marketing strategy notes, and remote-work essays.
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Case Study: Building Marketing for a B2B eCommerce Logistics Company
In this case study, I'll document some of the work I did for a logistics client from 2021 to 2026 wherein I build their marketing team from scratch, tested and selected the best …
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Two-year retro at iDrive Logistics: Doubling conversion rate with 120% more inbound contacts on flat traffic
It's been two years since I joined iDrive Logistics as their CMO. Here's a quick check-in on what's moved, fresh from the MCP server I set up for them! The headline: 2X conversion rate …
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How I Set up Marketing for an eCommerce Shipping and Fulfillment Company as Their Fractional CMO
iDrive Logistics provides eCommerce shipping and fulfillment solutions, including access to the best shipping rates through their software (available to both 3PLs and brands), …
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Brand partnerships strategy: Different partnership types and activities
A brand partnership strategy is a brilliant marketing move that puts the resources and reputation of two or more brands to work to benefit each partner. These partnerships help to …
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8 Questions to ask yourself to figure out your product positioning
You’ve built a great product, so the cash should come raining in, right? Not if you haven't asked the right product positioning questions. Just because you have a great product doesn’t …
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Top-down versus bottom-up sales models: What they mean and how to use them
A B2B business has several options when choosing a customer acquisition structure, and finding the most effective can take time. The most successful companies know a well-defined …
Latest posts
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Oxford EMBA lessons from our eight core modules
Oxford EMBA lessons from all eight core modules: NPV, WACC, Six Sigma, pricing, service gaps, and the one marketing claim I disagree with.
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Webinar marketing: How to promote a virtual event
After organizing and executing webinars with multiple eCommerce brands, tools, and marketplaces, I’ve put together a few webinar marketing strategies for generating leads that convert (and keeping sane).
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6 Things Content Needs to Work
I've dug out a few gems from my LinkedIn inbox lately, triggered by a question an operator asked: "We are just starting to do SEO work and I saw that you were the one doing it for so I …
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How my fractional CMO model was born from an early project brief
Earlier at dinner someone asked me how I design my fractional CMO engagements and structure, and it's been asked enough at this point that I decided to document it (with the help of a …
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I'm a Certified Marketing Engineer (Plus the Project That Earned My Diploma)
I just earned the Marketing Engineer certification from Profound University with a 90% score. The capstone was a self-improving LinkedIn pipeline I built inside the iDrive Marketing …
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How I ran Deliverr's Discoverr Conference 55% under budget
In this case study, I'll go over how I built and delivered the Discoverr virtual conference for $9K vs $20K projected, with cost-per-seller at $1,125 vs $2,500 forecast. What CMO-tier …
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Building Deliverr's Walmart Marketplace email course from audience signals
A lot of what I learned during my time at Deliverr influenced how I listened to and actioned the customer voice in my career since. And one of my favorite stories that comes up all the …
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Creating 13 pages of B2B fulfillment web copy for Shipwire
After consulting with Claude, I discovered that most of my clients have come from other clients. So, in this case study, I'll cover some work I did for Shipwire that spurred even …
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Service as a service: 6 Early lessons from building with AI
I know I’m late to the party, but it’s been too much fun learning about building with AI not to write about it. I’ve gone down the rabbit hole and have about a dozen GitHub …