Dev Basu 🇨🇦/🇮🇳/🌎

Our 10-year target: To be the best in the world at SaaS marketing, doing work we love, with people we like, how we want. ⇢ We have the best people ⇢ We have the best process ⇢ We have the best clients ⇢ We have the industry's leading results ⇢ We have the best culture👇🏾

@kamilrextin Were you #4?

Most CMOs hire agencies like they're buying software. They want features, pricing, and promises. But here's what actually separates winners from losers: The audit conversation. Last month, a hypergrowth VP of Marketing told me something that changed how I think about agency selection: "I don't care about your case studies. Show me how you think." She put 4 agencies through a live account audit. Same data. Same challenges. The results were night and day: Agency 1-3: Presented templated recommendations Agency 4: Asked why their current ABM wasn't working Guess who got the contract? The difference wasn't expertise. It was approach: • Vendors solve the problem you give them • Partners question if it's the right problem • Vendors optimize your metrics • Partners connect metrics to revenue impact • Vendors deliver what you asked for • Partners deliver what you actually need If you're evaluating agencies right now, skip the pitch deck. Ask them to audit your current approach instead. What questions do they ask? What assumptions do they challenge? That's your real interview.

@basecamp we're having issues with accessing Basecamp. Your status shows you're operational. Is it just me?

@lkr @jasondoesstuff One area where I use state.md in Claude code is for saving the current state of an optimization. For example if you audit your ads and CC makes recommendations, state.md can save a point in time snapshot vs starting the audit from scratch

"The concept is valid but you're already doing it — arguably better. What that person discovered: giving Claude a map of the codebase upfront so it doesn't have to explore everything before making changes. Their state.md and architecture.md are just regular markdown files that Claude reads as context. You already have this covered: directory-structure.md = their architecture.md (file map, what lives where) MEMORY.md + topic files = their state.md (current state, active work, key learnings) marketing-data.md = domain-specific context so Claude knows where data lives without searching The person's problem was a code-heavy project where Claude was reading every source file to understand the architecture before making a single edit. Your project is mostly scripts, skills, and data references — not a large interconnected codebase — so the "read everything first" problem is less acute. Nothing to change here. Your setup already front-loads the context that matters."

This is exactly what I mean about ask your Claude code about stuff you see here From this tweet alone I don't understand what this is, and I have no clue if I need it So I'll just paste into Claude and ask

Many B2B teams hit the same paid media ceiling. ~$50K/month works great. High-intent searches. Strong ROAS. Push toward $100K and performance drops. The reason: the pool of high-intent searches didn’t grow. So campaigns expand into broader keywords and lower-intent traffic.

Your best blog post may rank #1 on Google, but buyers increasingly ask ChatGPT, Perplexity, or Gemini. If you’re not cited there, you’re invisible. Turn posts into FAQs Publish insights only you have Earn Reddit/UGC mentions Build topical authority Refresh content regularly

Can paid media produce qualified pipeline in ~30–45 days? Sequence matters as much as budget. Focus on: • High-intent keywords • Campaigns tied to demos • ICP account targeting • Reaching the buying committee • Optimizing for SQLs Full 7-step workflow in the graphic.

--dangerously-skip-permissions isn't just great for starting claude, it's a great way to live life

Your SEO impressions are rising but clicks keep falling. AI now answers most informational searches. The moat is content only you can create: • sales calls • CRM notes • support tickets • customer interviews Your best content is already inside your business.

Spending $50K/month on marketing but pipeline stays flat? Look closer: • Ads with no attribution • Agency retainers with no outcomes • Tools nobody uses • Content chasing keywords • Events with no follow-up Each line item feels justified. Together they drain the budget.

Being a B2B CMO means defending spend. CFO wants ROI. Board wants proof. Sales wants better leads. Marketing should audit pipeline leaks, tie plans to revenue, and report on CAC. In 90 days, it drives 25%+ pipeline growth. Or it’s just overhead.

That’s the problem. • Homepage speaks to every persona • CTA assumes everyone wants a demo • Hero lists features, not outcomes High-converting sites are structured. Every element has a job. Fix the weakest section first. Then the next. See the 8-part framework 👇

If buyers “don’t get” your product, check your positioning. Common mistakes: “For teams.” No clear ICP. Generic promise. Swap logos, same message. Vague pain. No urgency. “Better, faster” with no contrast. No cost of doing nothing. Weak positioning = weak pipeline.

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@CJSlattery You’re a good egg Collin.

I’m 37 today. I don’t have 37 lessons to share for 37 years. I have one. Make the time for the people who matter. It’s always worth it. My grandmother is 89. I couldn’t imagine a better place to spend my birthday than with her.

SaaS teams debate CPL vs volume. Wrong focus. Track 5 metrics if you want predictable pipeline: • MQL→SQL rate • Lead response time • Lead→Customer rate • Customer LTV • Cost per qualified lead Which one are you not measuring?

SaaS CMO: “How do we grow pipeline?” Check your messaging. LinkedIn says one thing. Website says another. Sales deck says something else. Confused buyers don’t convert. Start with your ICP’s core pain + your solution. Repeat it everywhere. How aligned is your message?

More ad spend ≠ more pipeline. Teams skip 3 basics: • Bottom-up strategy • Quality over cheap CPL • Revenue reporting, not click reporting Miss this and you get: Traffic up. Demos flat. Sales frustrated. Budget cut. What are you optimizing for?

Views up. Pipeline flat? You’re creating content without matching buyer stage. Awareness sparks interest. Education builds trust. Decision content drives action. Sales enablement closes deals. Most teams overbuild top of funnel. Which stage is your gap?