Founder @ 42 - Paid Media, Creative, SEO & RevOps for B2B

Help B2B companies scale @ 42 Agency
Helping inter-generational families connect with learning @ Little Robin Hood
Build better exclusions for online ads @ exclusion sites 
Publisher and writer  on B2B marketing insights @ 42slash.com 
Various Projects at rext.in

Kamil Rextin

I built an AI agent that handles competitive intelligence in 5 minutes.

What used to take my team 2 days:

Manual G2/Capterra searches.

Dozens of browser tabs for Facebook/LinkedIn Ad Libraries.

Endless copy-pasting into a messy Google Doc.

Hours of synthesizing "positioning" that was outdated by Tuesday.

What takes us 5 minutes:
The agent handles the heavy lifting while we drink coffee.

The Agent:
→ Discovers: Finds true competitors via G2 (no assumptions).
→ Captures: Automatically screenshots all active ad libraries.
→ Analyzes: Breaks down positioning, messaging, and pricing.
→ Reports: Outputs a branded PDF with embedded visuals.

It doesn’t just gather data—it extracts the strategy.

Want the workflow?

Comment "CI" and I'll send you the full blueprint. 🚀

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CAT IS OUT OF THE BAG

I am heading (with some folks from the team) to Demand & Expand in May for a smaller less busy but more productive conference with other B2B & RevOps Leaders 

If you want 20% off the ticket & join the 42 Agency happy hour keep reading:


Join 600+ B2B Marketers in San Francisco on May 19 & 20, 2026 for two days of impactful sessions and meaningful connections. 

If you're in Growth Marketing, Demand Gen, Lifecycle, Customer Marketing, Expansion, Product Marketing, MOPs, RevOPs or GTM Ops, this conference is for you!


Save 20% off the price of 1-day and 2-day tickets with the coupon code 42AGENCY. Learn more and register at: demandandexpand.com

Oh lord now I’ll be running terminal from the 🚽

graphical user interface, text, application, chat or text message

this makes me extremely bullish on Zoominfo 

Yes I missed the DM from October . not my first time..... 

great to see a public company CEO be close to customers like this

Hot take: The marketing automation platforms with the highest G2 ratings also have the most brutal Reddit threads.

We analyzed sentiment across Reddit, G2, Substack, TrustRadius, and LinkedIn to see what B2B practitioners actually think about their MAP.

The results:

ActiveCampaign   >>  The automation darling. Practitioners call it "fantastic" and the best HubSpot alternative. Until you hit 50k contacts and the pricing bites.

HubSpot   >> Most polarizing. 88% recommend it on G2. But Reddit is full of "$250/year to $17,500/year pricing jump" horror stories. CRM loved, CMS hated.

Adobe Marketo  >> Enterprise standard, enterprise pain. "Every problem causes more problems ...  each solution needs a team of consultants."

Pardot   >>  The villain. 86 upvotes on a post titled "Let's make an 'Everyone hates Pardot' forum." Ouch.

The pattern: G2 ratings don't tell the whole story. The real sentiment lives in Reddit threads and Substack rants, where people aren't worried about vendor relationships.

We published the full analysis with charts and quotes. Link >> https://lnkd.in/g7Ey46Ba

Ok hats off to Databox &  Peter Caputa this is very well done

we mapped 14K+ targetting parameters for linkedin ads into a guide

No gate no email no checkout link

Available for free

Everyone loves talking about demand gen campaigns.
No one talks about the plumbing.

We spent a session with a client this week doing the unglamorous work that actually makes marketing scale. No creative briefs, no ad copy.

Just rolling up our sleeves and fixing the foundation.

What we worked on:
• Sunsetting old properties: They had multiple confusing versions of "Target Account Zone." We're getting rid of them.
• Standardizing naming conventions: Aligning everything from ICP tiers, so reporting is clean.
• Replacing data tiers: Swapping old, manual properties with new, integrated ones that sync directly with their CRM.

This is the work that prevents bad data, broken reports, and massive headaches down the line.

You can't build a predictable revenue engine on a messy foundation. The boring work is the most important work.

I helped HubSpot increase free-trial conversions by nearly 100%, demo requests by 35%, and product signups by 27%.

I helped Deputy collect 40% more phone numbers during onboarding.

My work "blew away" any other test AWeber had tried. 

My email campaign for Poppulo to a mostly cold list resulted in over 200 quality enterprise leads and a webinar that outperformed every goal.

Snappa saw an "immediate uptick in paid conversions" after working with me.

And InsightSquared is still getting compliments on their messaging from other CMOs...

If you're a SaaS company, email me at josh@swaycopy.com to talk customer and competitor research, positioning, messaging strategy, and copy that sells.

Josh Garofalo

Things I'm thinking about and experimenting with (not about Claude, sorry):

1. What do we lose when we eliminate friction? Friction provides time to think and opportunities to pivot. I’m not convinced AI and other eliminators of friction get us to the same place faster. It gets us to where we thought we wanted to go at the start, faster.

2. Is AI effectively broadening everyone’s scope, such that designers are also developers and vice versa, product marketers are also copywriters etc. Or, are we fooling ourselves, like the amateur photographer with the $20k camera?

3. In marketing, especially in tech, differentiation and distinctiveness are so much of the game. Do we risk flattening ourselves and our deliverables if we chase the same tools, workflows, and frameworks? Is there a case to be made for trying to zag as much as possible in an effort to become or remain someone capable of cutting through?

4. If an alien were asked to pinpoint the time AI took off in marketing based on the quality and effectiveness of the work... could they? If successful, would it be because quality went up or down? Similarly, I think of the great pre-2023 ads and other creative and wonder if AI would have helped them do it better and arrive at the concept faster. Or, like 1 above, would it have taken those experts in a different and more obvious direction?

5. I hardly see anyone talking about AI as a way to add friction and work. If not in the volume game, why not use it to broaden your field of view to identify potential blind spots, to attempt to pick apart your work, and to provide outputs you can react to and hopefully move towards a better idea?

Is there a case for using AI to go slower, deeper, and wider on high-value work?

PMM Copywriter for B2B SaaS/AI | 10 years & 100+ clients including HubSpot, Circle, and Unbounce | Positioning ➡️ Messaging ➡️ Copy without handoffs or delays

Two things can be true...

1. AI is real and powerful.

2. Your feed is filled with performers showing employers, investors, and potential clients that they are all-in on AI, even though they speak of the very real limitations in DMs and calls with friends that aren't being recorded.

LinkedIn and social media in general suck at nuance. Nuance doesn't get reach. 

The truth is probably somewhere between what you're seeing here, and what that one guy from high school who still has his Blackberry because you can't beat the physical buttons is saying.

Here, AI "evolves" as quickly as one can write about it...

...The AI founder who needs AI to obliterate the human workforce to justify its valuation.

...The VC who needs a massive wave of innovation and growth to keep the gravy train on the tracks.

...The consultant or influencer who needs everyone to simultaneously want AI-everything and feel confused about how to do it.

They are all cherry-picking examples, exaggerating, extrapolating based on what kind-of-sometimes is today. They are doing this in a way that serves their agendas.

This is why you leave LI feeling like you've been left behind and you're about to be buried and forgotten. A lot of people and money needs this to be true.

In the real world, AI evolves as quickly as...

...The enterprise company planning to relaunch their website next quarter, but takes a quarter to get stakeholders "aligned" via countless meetings, then another quarter to evaluate a range of vendors, and then 12-18 months to complete the project.

...The business owner who knows AI might unlock some upside if implemented well, but kind of likes the way they do business today, and has made enough money to not need to make the most money. They may also maintain some respect for the craft. I'm thinking about people like Jason Fried and Adam Hempenstall.

...The government department that incentivizes moving slowly and is shackled by bureaucracy.

You get the idea.

It all moves so quickly when we conveniently remove the very real friction of the real world. Friction that isn't always bad by the way. Friction that is often useful.

This isn't to say AI is fake news, and there's nothing to see here.

It's to say no one knows what this will look like 1, 3, 5, 20 years from now. 

And that as things change, so will you. 

And that maybe, just maybe, we shouldn't take the warnings and predictions of those who need this to become more than an awesome tool without a grain of salt.

My robot vacuum might be the perfect AI metaphor...

I watched as my new robot vacuum and mop pivoted around our walnut chair legs... "The future is now" I thought.

Day after day, the trusty robot we call "Vivian" vacuums the day's crumbs and mops the day's crud. A miracle, really.

Its zero-effort (on my part) clean is 100% better than my low-effort clean. It doing its thing nightly makes for a much cleaner house than me doing mine  weekly.

But here's something I've noticed:

The vacuum gets most of the crumbs, but flings some into places it has already travelled or can't reach. 

The mop does an almost perfect job, but you eventually get rings of neglect around chair legs and along the baseboards and cabinets because it can't quite reach.

So when we have an important gathering, the Dyson and mop bucket come out to play. Because a good cleaning is good enough for us, but it is not good enough when playing host.

And this got me thinking about how we use AI...

The slop with some human oversight and editing might be good enough for your tier 3 pages. 

...But your homepage? 
...Your sales deck? 
...The outbound sales emails that will either get you a call or marked as spam? 
...The landing page you're directing thousands of dollars of traffic to each month?

Pull out the Dyson. 
Fill up your mop bucket. 

Get it right.

A glimpse at how a career copywriter's brain works (for better or worse)...

I feel like Jean-Luc Picard after smashing the hyperdrive button. It's the dead of Canadian winter and massive snowflakes are racing toward my windshield. The snow has reached the point where the curb and road look the same, and you thank your lucky stars when you reach a road someone else has created a path on.

It's 45-minutes of oscillating between hyperdrive and mesmerizing drifting snow daring you to drive into the ditch. 

I've made this drive to card night many times in my Corolla. Slip sliding, contemplating turning around, and honestly weighing the fun of a rare card night and my responsibility to get home safe to my daughter. 

This time is different. 

I'm in my brand new Subaru Forester. 

I arrive, and my friend asks, "How was the drive?"

I say, "Good. It's always summer in a Subaru."

I pull out my phone and write:

"It's always summer in a Subaru. Great tagline that leans on its core differentiators such as the symmetrical AWD, boxer engine which adds stability, and its safety features. And it will hit the feels for Canadians and those in cold climates in the US because we all dread winter driving. It lends itself to exaggerated visuals, too. Like a guy wearing shorts and t-shirt, driving with his windows down, while a historic blizzard that has sidelined competitor cars rages outside."

I don't work with Subaru. I don't even do B2C work. This isn't going anywhere.

I see lines and angles everywhere I go. It doesn't turn off. 

I just can't help myself.

Genius GTM:

1. Convince everyone they need to use LLMs for everything

2. Let them fall in love with the fast and frictionless experience

3. Watch them lower the bar to justify reliance and not notice because everyone else is lowering the bar, too

4. With the bar lowered and workflows being redesigned to fit AI tools, replace the useless humans, maintain the same quality of work which is now considered good enough, profit.

5. Sh*t, now no one can buy anything. Technologists failed to think long-term... again.

I'm only kind of joking...

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The Battle

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Josh Garofalo

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