Hi, I’m Craig Bailey and this is my personal blog where I write about technology, web strategy, and general musings. You can read my posts here.

I run two digital agencies in Sydney:

The first is XEN Systems. We help government departments and mid-large B2B technology companies with their online strategy, including content marketing, SEO, SEM and Social. You can find out more about what we do here.

The second is XEN Solar, where we help high quality solar companies (dealers, installers) with their digital marketing.

Craig Bailey presenting

Latest stories

Pushing into Pinterest. Yes, for B2B


When I mention Pinterest, what’s your initial reaction in terms of marketing for B2B?  Not a fit? Our audience isn’t there. It doesn’t convert. etc? If so, then here’s a little prompt to ‘test and measure’. We started running small tests on Pinterest in November last year, with the aim of seeing whether we could use Pinterest to build awareness in the B2B...

Privacy: CCPA – it’s GDPR all over again


You remember the panic around GDPR right? Even if you weren’t targeting audiences in Europe, you were across the privacy changes this new regulation ushered in. What about CCPA? It’s going to be GDPR all over again, but this time in the US, slated for 01 January 2020. Technically it’s limited to California, but in practice this will be an important consideration for...

Attribution, AI and Data – The Marketer of the Future


As a marketer, you might think your role is just about planning campaigns – after all, that seems to be where our time gravitates to. Some days it seems like all we’re doing is chasing down assets, thinking about targeting, messaging and deadlines. But is that what we’ll be doing in our roles in 5 years time? I tend to think not. Instead I think we’ll be increasingly data...

Facebook Location Targeting gotcha


If you do a lot of location specific targeting with Facebook ads then you may have experienced an issue with leads coming from outside your targeted area (eg you target Sydney, but get leads in Canberra). Not only does it waste ad spend budget, it also wastes time following up the leads and qualifying them out. Turns out this is a known problem, and after discussing with Facebook Support...

Marketing = Building trust


To paraphrase Seth Godin’s latest book, marketing is, at its heart, about building trust. It’s something I’ve thinking about deeply lately. Is the work we’re doing for clients, for their clients, helping build trust? Suggestion: think about this next time you prepare an ad, an article, an email, a campaign, a strategy – perhaps even when you write your next blog post...

Grow with HubSpot Event in Sydney


HubSpot runs a bunch of events around the country each year (I’m specifically thinking of Australia, but it’s likely true in most countries).  If you’re in Sydney, you may be interested in their next event. It’s on Tuesday 06 August, and you can get a 50% discount on tickets using this link. Would I recommend attending? I’ve thought about this a bit, and...

HubShots episode 163 is live


In episode 163 of HubShots – the podcast I co-host with Ian Jacob – we discuss HubSpot’s approach to using AI in its product, plus dive into attribution reports, and then chat about paying $130 for a mug to keep your coffee warm.

In particular we chat about the $130* ember mug.

*130 AUD, your pricing may vary

You can also listen here on Soundcloud:

Gating content rethink


As always, a good post from David, where he thinks through the right approach for gating content (ie making you fill out a form before you can access a piece of content, usually an ebook or whitepaper). A few thoughts that stood out for me from his post: don’t gate crappy contentdon’t ask for more than you need make it easy to sign up The crappy content point is interesting –...

So it goes


I love Stratechery for a whole bunch of reasons related to tech, insight and the larger picture. And also for the occasional tidbits like last Tuesday’s note that alerted me to the origins of the phrase ‘so it goes’. It’s from Kurt Vonnegut’s 1969 book Slaughterhouse-Five. From the New Yorker earlier this year: “I had not remembered, until I reread...

I think I’m a fearful person…


We all have fears. About lots of things. I’ve been thinking about how to be more courageous. Perhaps aiming to be fearless? First thing I thought I’d do is list out a bunch of the things I’m fearful about. Here’s just a few – I’m fearful of: harmdiscomfortpainchangespeaking at eventsmeeting peoplestriking up conversations doing hard worknot having a missionill...

About Craig

I'm the co-host of HubShots and the CEO of XEN - helping mid-large B2B companies with their digital marketing and lead generation.

Craig Bailey