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Joseph McMullen

Joseph McMullen

B2B Technical Translator | | Marketing Director for O&G at AVEVA | | Founder & Owner Blackbird Digital Marketing

USAIMarketingSoftware
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15.6K
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About

O&G and Energy Transition Marketing Director @ AVEVA

Most marketing falls flat in industrial B2B because it tries to turn engineers into copywriters or hires marketers who don’t speak engineer. I do both. With 20+ years in industrial marketing at companies like AVEVA and Schneider Electric, and as the founder of Blackbird Digital Marketing, I turn technical complexity into customer-centric messaging that actually sells. I help companies: - Clarify their value prop - Translate specs into buyer benefits - Shorten long sales cycles - Optimize LinkedIn and websites to convert engineers into leads Why? Because your product isn’t the problem. Your message is. If your website reads like a spec sheet—or your LinkedIn posts get applause but no leads—let’s fix that. Want messaging that sounds like your best salesperson, not your instruction manual? Let’s talk.

AIMarketingSoftware

Audience & average metrics

15.6K
Followers
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1
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Stats updated 17 d ago

Recent posts

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Another take on this great piece by Aleksey: What stands out isn't the framework — it's the honesty around it. It would've been easy to publish this as a solved diagram: extraction, consolidation, promotion, done. Instead Sinyagin says, in a post about a product his own team ships, that the boundary between consolidation and promotion still blurs and decay rates turned out "trickier than expected." That's a rare thing to see in a vendor engineering writeup, and it's the reason I trust the rest of the piece more, not less. The line I'd actually put in front of every team building a memory system: "the most important control does not sit inside the agent at all." Most AI trust conversations obsess over the model. This one puts the real authority with the organization deploying it — what's allowed to be learned, how deep memory runs, under what policy. That's a harder sell than "our model is safe," and it's the more honest one. Good work here — worth following what this team ships next.

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Another take on this: Carbon markets have a trust problem — verification has long relied on infrequent, expensive site visits, which is part of why offset credibility keeps getting questioned. Trust Carbon Infrastructure's approach — verifiers walking their own land regularly, hands-free — changes the economics of monitoring, not just the convenience. More frequent, cheaper verification is what actually makes a carbon credit mean something. That's the sustainability story here, not the glasses.

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Reposting because this reframes a mistake I see constantly outside of support bots — in marketing personalization, the pitch is always "we remember everything about the customer," and it produces the exact failure mode described here: stale signals treated as durable truth, decisions made off one strange session six months ago instead of the customer in front of you now. The idea worth stealing is the distinction between a signal observed once and one confirmed by repetition. Most CDPs and ad platforms don't make that distinction — "saw it once" and "saw it fifty times" land in the same tier of truth the moment they hit the profile. In support, that's a poisoning risk. In marketing, it's a targeting-waste risk: one odd session gets baked into a segment forever. Worth reading in full if you build anything that claims to "know" a customer over time. The hard problem was never storage — it's earning the right to rely on something. Great article as usual Aleksey Sinyagin. You have some great insights and I love reading your work.

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Open weights from DeepSeek, Qwen, and Kimi looks generous. It isn't — it's a land grab dressed up as a research release. Get embedded in as many developer stacks as possible before the market consolidates, then monetize the relationship on your own terms later. Same freemium playbook builders have run for a decade, just wearing a research paper instead of a pricing page. Underneath it is a classic positioning fight: control and no lock-in vs. convenience and support. Every buyer picks a side of that trade whether they realize it or not — and right now the open weight camp is winning the pitch, because "we'll run it in our own environment" is a much easier internal sell to a security team than "trust us with your data." Here's the part nobody's pricing in yet: if the real leverage moves to compute and deployment, the labs lose the one thing that made them defensible. Model quality stops being the moat. Distribution does. If that's true, what's left to compete on once weights are this easy to copy? Great post Sajjad Masud! Thanks for sharing.

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Every AI glasses conversation I've been part of eventually lands on the same wall: nobody wants a camera on a stranger's face recording them without consent. Trust Carbon Infrastructure's pilot sidesteps that entirely — community verifiers walking their own land, capturing their own data, hands-free, for work that pays them and keeps that income local. That's the AI glasses use case I've been waiting for: pointed inward, not outward. First one I can genuinely get behind. Congrats on the grant.

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