Issue 47 · Published Tuesdays
Most B2B blogs get read. Yours should get answered.
Northbound is a weekly field note on positioning, demand and pipeline for founders selling to businesses. Written by someone who still runs the calls, not a content team.
Issue 48 lands Tuesday. In the live build this is where the double opt in confirmation would be triggered from your email platform.
The archive
Everything published so far
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Positioning
The pricing page is not where you lose the deal
Six months of call recordings said the objection was price. The transcripts said something else.
14 Jan · 9 min -
Demand
Stop calling it top of funnel
The funnel metaphor quietly tells you to measure the wrong thing at the wrong moment.
7 Jan · 6 min -
Pipeline
A qualified lead is a person who has already decided
Most scoring models measure interest. Interest is the cheapest signal you can collect.
31 Dec · 11 min -
Writing
Write the case study before you run the project
If you cannot draft the outcome paragraph in advance, the scope is still wrong.
17 Dec · 8 min -
Demand
Your best channel is the one you have not measured
Attribution flatters the channels that are easy to track, and buries the ones that close.
10 Dec · 7 min
Free, 14 pages
The Positioning Teardown
The exact worksheet used on client calls to find the sentence a buyer repeats back to their own boss. Fill it in once and your homepage rewrites itself.
- A 9 question interview script for your last five buyers
- The four line homepage formula, with two worked examples
- A one page scorecard to kill weak messaging before it ships
In the live build the PDF is delivered by your email platform and this reader is tagged home-midpage-teardown so you can see which page earned the lead.
Topics
Four things this blog is about
Positioning
Saying the thing that makes the right buyer lean in and the wrong one leave.
14 essaysDemand
Where attention actually comes from once you stop trusting the dashboard.
11 essaysPipeline
Qualification, forecasting, and the quiet deals that were never real.
9 essaysWriting
Case studies, proposals and pages that do the selling while you sleep.
13 essays