Hey, I’m Josh.
I’m a B2B marketing strategist specialising in account-based marketing (ABM). I help businesses focus on the accounts that matter and put AI to practical use.
This is my corner of the internet. A home for what I’m building, what I’m learning, and the businesses I run.
A little about me
I’m a marketer, strategist and builder based in Shrewsbury, with 12 years in marketing and a particular depth of experience in ABM. My background spans digital marketing and demand generation, from building websites and email campaigns to leading strategy teams.
At strategicabm, I progressed from Senior ABM Strategist to Director of ABM. I led the strategy team and helped more than 20 clients, from growing scale-ups to global technology brands, win, grow and retain their most important accounts. That experience shapes how I approach marketing: understanding the accounts a business wants to reach and building a strategy around them.
Today, I run JDW Strategy and work with N.Rich to build its demand generation function. That work brings together paid media, marketing operations and AI workflows. I also help small marketing teams work out where AI fits and build the confidence to use it well.
The thread through all of it is a habit of figuring things out and building things myself. That started with teaching myself HTML and CSS. These days, it’s often an AI system that takes a repetitive job off a marketer’s plate.
My businesses
JDW Strategy
My company. Account-based marketing, B2B marketing strategy and demand generation.
josh@jdw-strategy.comJDW AI
AI training and consultancy for B2B marketing teams: AI Confidence Workshops, AI audits and the AI Impact Scan.
jdw-ai.comGTM systems
Systems I’ve built in my demand generation work with N.Rich. Each one describes the pattern, not the data.
An AI team with a rulebook
One assistant doing everything forgets the rules. I split the work across a small team of AI agents: a chief of staff routes each request, domain leads plan and specialists build. Each agent works from a written handbook. A shared rule sheet marks every action green (do it), amber (build it, leave it switched off) or red (a person decides).
Demo requests that reach the right person
A demo form that books nobody loses pipeline. Requests go to the account’s owner first, then by company size and region, then round robin. If no meeting is booked after a working day, the owner gets a nudge in Slack.
A daily watchdog for paid social
Ad accounts drift between weekly reviews. An agent reads the LinkedIn Ads account every morning and flags pacing, bid and creative problems. It writes each fix as a ticket and never edits the account. A person approves every change.
Tracking how AI assistants talk about the brand
Buyers now ask AI assistants for shortlists. I set up a weekly baseline: a fixed set of buying questions, grouped by intent and checked market by market. It shows where the brand appears in the answers and how that changes week to week.
Things I’ve built
Tools for marketers and my own workflow.
Marketing questions and everyday annoyances, turned into useful tools. Built on my own time, shared for yours.
AI Impact Scan
Where does AI actually fit in your work? Break one deliverable into its tasks and get an impact score, guardrails and a first experiment for each step.
Shotdrop
A screenshot, ready to drop. Keeps a draggable thumbnail handy once the file is saved, so you can get on with what you’re doing.
Window Tagger
Find the right browser window at a glance. Adds profile labels and colour cues to help tell your Chrome windows apart in Mission Control.
BrowserRouter
The right link, in the right profile. Routes links by website or source app, with a simple picker when you’d rather choose.
NameNudge
Better names for messy downloads. Suggests clearer PDF filenames, with a quick review and undo. Works locally, with optional AI using your own key.
Ideas & experiments
Longer thinking about better marketing, business building and useful AI.
Beyond prompting: the Prompt → Process → Partner framework
Better prompts won’t fix unclear briefs or chaotic workflows. A three-step way to make AI a thinking partner instead.
jdw-ai.comWhere AI fits in your marketing workflow (and where it doesn’t)
Map your process before you pick tools. Fifteen minutes of mapping shows where AI helps better than months of scattered experiments.
jdw-ai.comSay hello
Something on your mind?
If you’re shaping an ABM programme, working through a B2B marketing challenge or exploring practical AI, let’s connect.
Email josh@jdw-strategy.com