/tools · Last updated October 2026
The Tools I Use, and How I Use Them.
I work primarily with B2B businesses, and I’m tool-agnostic: the right choice depends on the business. These are the tools I use across research, search, measurement, advertising and lead generation. Some I use daily, others when a client’s requirements call for them.
AI
Claude · Anthropic
Research, analysis, drafting and building, including this website. Connected to my other tools so it can work with live client data.
Ryze
AI connected to the ad platforms, for analysing and optimising campaigns across Google, Microsoft and LinkedIn Ads.
Gemini · Google
A second opinion. Important AI outputs get cross-checked by more than one model, a “panel of experts” approach to catching errors.
Perplexity
Research with cited sources, used to fact-check claims and verify AI outputs before they reach a client.
Search & SEO
Ahrefs
Keyword research, backlink analysis, site audits and competitor benchmarking.
Google Search Console
Indexing, search performance and technical health, straight from Google.
Rank Math
On-page SEO and schema markup for WordPress sites.
OpenSEO
Open-source keyword research, rank tracking and site audits that plug straight into AI workflows.
Analytics & Measurement
Google Analytics 4
Traffic, behaviour and conversion measurement.
Google Tag Manager
Tracking and tag deployment without waiting on a code release.
Looker Studio
Client dashboards and scorecards that pull everything into one view.
Claude Custom Reports
Bespoke client reports that pull live data from connected tools and explain what it means, not just what the numbers are.
Advertising
Google Ads
Paid search campaign management and optimisation for clients.
Microsoft Ads
Search campaigns on Bing, often a lower-cost source of B2B leads.
LinkedIn Ads
Reaching B2B decision-makers by job title, industry and company.
Thomasnet
Industrial sourcing platform advertising, putting manufacturers and suppliers in front of B2B buyers worldwide.
CRM & Lead Generation
HubSpot
CRM, forms and marketing automation for selected clients.
Apollo
B2B prospecting, contact data and lead identification.
Leadfeeder
Identifying which companies visit a website, turning anonymous traffic into sales leads.
Pipedrive
Sales-focused CRM for tracking deals and keeping the pipeline moving.
Content & Websites
How this site was built
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