Hi, I’m Craig Bailey and this is my personal blog where I write about technology, business systems, HubSpot and general life experiences. You can read my posts here.

(If you are looking for the Content is King post by Bill Gates it is here)

I’m involved with three agencies in Sydney:

  • The first is XEN Systems. We help government departments and mid-large B2B technology companies with their sales and marketing strategy, including implementation and training in HubSpot 
  • The second is XEN Create. We provide premium graphic design services to companies, with a focus on using the latest AI tools, including Midjourney
  • The third is XEN Solar, where we help high quality solar companies (dealers, installers) with their sales and marketing processes.

I also co-host HubShots, the podcast and YouTube show focussed on getting the most out of HubSpot. We are the creators of the HubShots Framework.

Craig Bailey presenting

Latest stories

Internet strategy


An interesting read from Noah Smith, usefully summarising the demise of the internet as we have known it. Now it has degraded into a hot mess of ads, misinformation, laughable summarising and walled gardens. So long beautiful, open internet. How to respond then? Good question, and one I’m pondering at the moment. I don’t have the answer yet (or perhaps won’t ever) but it does...

HubSpot Content Hub Deep Dive


Ian and I recorded HubShots episode 307 last month. It was a monster episode (close to 2 hours) where we walked through everything in HubSpot’s Content Hub launch, with a focus on building beautiful sales and marketing websites. We also produced a beautiful PDF guide with all the content (10,000 words, 75 screenshots). It’s a free download (no signup required) – get your copy...



Michele and I recently moved home. If you’ve moved places, then you know the pain and stress it brings. Even though we only ended up moving a few suburbs, the whole process meant we interacted with a number of suppliers, including: Buyer’s Agent Real Estate agent Mortgage broker Moving companies Packers/Unpackers Packing suppliers (boxes) Solicitors Electricians Plumbers Cleaners...

Deepfake scams


You may have seen this recent deepfake scam, attempting to scam WPP. It’s easy to dismiss these threats thinking it only affects the ‘big companies’ – after all why would anyone bother going to all that trouble to target ‘a small company like ours’… But it’s only a (short) matter of time before these deepfake processes are easily emulated and can be...



Simon highlights (via a tweet that quotes another tweet) that ‘slop’ is the perfect word to describe the barrage of unwanted AI generated ‘content’ that we’re being forced to wade through on our trek to an actual answer. As they note, just as ‘spam’ became the word for unwanted email, ‘slop’ is the term for unwanted AI generated content. See...

HP ink cartridge customers


Love this take from the Sizzle regarding customers who purchase consumables of a brand. Essentially: the brand considers you as an investment when you purchase a printer (ie they’ll make a return on you in the future when you keep purchasing more ink). Whilst it’s definitely true (as it is for all companies that sell a loss leader – as most printers are), customers generally...

A new version of the HubShots Framework is now available


We’ve released an update to our HubShots Framework. We’ve regrouped a few sections (there’s now a dedicated section for Operations Hub and integrations), plus started adding in links to a new knowledge base (early days) of articles. Plus a new format – we’ve now made the full Google doc available on the download page. You can access the HubShots Framework from here. A quick reminder: yes...

So much for a holiday…


In December I mentioned preparing for a fast start in 2024. And what a fast start it has been. I can’t remember a January being this busy, right from the first week, in a long, long time. It’s a good sign. Or at least I’ve decided to take it that way – you can choose your own outlook for the year ahead. Depending on which PR release you read it’s either going to be a terrible year, or a...