The Network Series · Part 10 of 10 Everything in this series points to one uncomfortable truth — the network is a long game. Here’s how a small team actually plays it, and why patience is the strategy, not the obstacle. Nine posts in, from the imagination tax all the way back to the network…
The Network Series · Part 9 of 10 Every generic message quietly hands the reader a bill: figure out for yourself why this applies to you. Most won’t pay it. Personalization is the refund. We’ve covered which channels to use and for what, right through the ones that were never built for outreach. This post…
The Network Series · Part 8 of 10 LinkedIn and email do the heavy lifting. Everything else gets misused — asked to prospect when that was never its job. Here’s what each is really good at. The two workhorses were the last post. Now the rest of the mix — the channels people either over-invest…
The Network Series · Part 7 of 10 Two channels do most of the work in B2B — and most teams use both for the wrong job. Here’s what each is actually for. Last post laid out the division of labor. Two channels carry most of the load, so they earn their own post: LinkedIn…
The Network Series · Part 6 of 10 Most channel debates are the wrong debate. The question isn’t whether LinkedIn or email or the phone is “good.” It’s what job each one does for your network. The first five posts were the diagnosis, ending with why automating cold outreach only made it worse. Here’s where…
The Network Series · Part 5 of 10 When a channel stops converting, someone always sells you a way to do far more of it, faster. In outreach, that someone arrived with AI — and made the problem worse. The last three posts traced how cold outreach stopped working. Right on cue, a whole category…
The Network Series · Part 4 of 10 When cold outreach stops working, the instinct is to work harder — more sends, more dials, better subject lines. The numbers say that’s the wrong instinct. The second force, after the shortlist that forms before you show up. This one gets argued about the most, usually by…
The Network Series · Part 3 of 10 By the time a buyer talks to a vendor, the decision is mostly made. The research says so plainly — and it rewrites what marketing is even for. This is the first of the three shifts that turned the old channel order from merely backwards into fatal….
The Network Series · Part 2 of 10 “Digital marketing is dead” makes a great headline and a terrible diagnosis. No channel died — what died is the order you run them in, and that’s a far more useful thing to understand. Last week I argued that the network is what grows the business. The…
The Network Series · Part 1 of 10 I spent fifteen years helping build a B2B software company, and the last three months studying why the marketing playbook I ran no longer works. This is the first of ten lessons — and it’s the one the other nine rest on. For most of my career…