Insights
Insights
Perspectives on GTM strategy, European market entry, and AI Search — from someone who's done it.
GTM Strategy
How much does a freelance marketing strategist cost in France and Europe?
What you actually pay for a freelance marketing or commercial strategist in France and Europe, the pricing models compared, and how to think in return rather than rate.
AI Visibility · GEO/AEO
Why your SEO strategy isn't enough if ChatGPT doesn't know you
94% of B2B buyers use AI tools like ChatGPT in their purchase journey. If you're not visible in their answers, your SEO won't save you. Here's what to do.
AI Search
Why waiting for AI Search to "stabilise" is the most expensive mistake you can make
On first-mover advantage, GEO fundamentals, and why your GTM strategy is already shaping your AI visibility, whether you know it or not.
AI Search
What is GEO (Generative Engine Optimisation) and why it matters for B2B SaaS in 2026
94% of B2B buyers now use LLMs in their research process. Most brands are invisible in those answers. Here's what GEO is, why it's different from SEO, and where to start.
Market Entry
Launching in France: the GTM mistakes most US and UK companies make
France is not a "translate and adapt" market. After leading hardware launches at Square and consumer tech at Amazon EMEA, here's what actually works.
GTM Strategy
Fractional CMO vs. full-time CMO: what Seed to Series B founders actually need
A full-time CMO costs €150k+ before equity. A fractional one costs a fraction of that. But the choice isn't just about budget, it's about stage, maturity, and what you actually need right now.
Product Marketing
Product Marketing Manager: the role your startup needs but doesn't know it yet
You think product marketing is just communication. Wrong. A real Product Marketing Manager is the Swiss Army knife of your go-to-market. Here's why it's essential, and when you actually need one.