Americans will spend $50k on a car, $350/month on insurance + gas, and $1 trillion/year on the military.

And then ask "but who's going to pay for the train?"

But he taught me that caring about people and the planet doesn't have to be a political position.

I think about him a lot these days with *gestures to everything.*

He spent summers on the Jersey Shore protecting horseshoe crabs and sandpipers. Had a beautiful garden, made his own compost, was a member of the Clean Air Council, and wrote a children's book about environmentalism.

We disagreed on plenty...

A man with a bushy white beard and hair holds radishes that he's just plucked from his garden. He's smiling, wearing glasses, a long-sleeve jean shirt, tan slacks, and cowboy boots.

My grandpa chained himself to a tree once. 🌳

I think about him every day.

He was a die-hard Republican who believed conservation was inherently conservative – you don't destroy what you're supposed to preserve.

An image of Gayle King after her spaceflight, superimposed over a background of stars and purple and blue space dust. Gayle looks miserable and is wearing a blue spaceflight suit that says "King" on her right side.

✨ ready for my next totally precedented event ✨

"I don't know another expert in the world who can tell us what's working or not better [than Tom]".

Nothing better than getting positive feedback from a client. <3

Love that we're gutting clean energy while insurance companies are quietly pulling out of entire coastlines.

The insurance industry know what's up...but our politicians aren't listening.

You know you can just go up to people and ask to be friends?

It’s awkward as hell, but we’re all just lonely little souls looking for connection.

Tried this last week with somehow I just met – and now we’re sharing book rec’s with each other on IG!

Time to warm this profile up again.

Threads it getting...well, it's Meta. Need I say more?

That's the difference between cost optimization and revenue optimization.

The best consultants will get you both.

At the end of the day, partners cared about the CPL improvements – but that didn’t secure their acquisition. Scaling isn't only about cheaper leads, it's about repeatable systems that actually convert strangers into customers.

(Again, we were tiny! We needed people to see we were real people they could trust.)

The result was a drag-and-drop campaign template we could deploy across multiple regions with consistently low acquisition costs (average of £4.83 across the UK and US).

3. We worked with their PR agency to amplify their press coverage for credibility. I convinced them to post organic content once a week because prospects would see our ads, research us, and see we were a real company.

2. I worked directly with their web dev team to optimize all four reg. pages and set up proper pixel tracking so we could see exactly where people were dropping off.

We implemented email sequences to warm up prospects who entered their email but didn't finish.

1. We ran paid campaigns with better targeting and creative, yes – but we also set up retargeting for people who hit the landing page or filled out some of the forms and bounced.

We leveraged primary audiences, lookalikes, and retargeting to nurture leads through our app.

We were essentially asking strangers to trust a company they'd never heard of with sensitive financial data.

So here’s what we did:

The real success was the full-funnel system we built around it.

This was a FinTech expanding from Europe to the US and Canada.

Highly regulated industry. To sign up, prospects had to complete a 4-page registration that included banking information.

They were acquired by Ingenico, a major payments company.

That 82% gets attention. Potential clients see it and think, "Tom knows what he's doing." Marketers love it because it's the kind of metric they can take to their board.

But that number doesn't tell the whole story.

How do you get complete strangers to trust you with their banking information – when they've never heard of your company?

In 2020, I was hired to help a FinTech company expand from Europe to North America. Three years later, we’d reduced CPLs by 82%.

A blurry, poor resolution pic of a pale Tom at college. His hair is long and feathered, and he's wearing a green tee.

They're optimizing for the 5% of people already in market while their competitors build mindshare with the other 95%.

Stop treating social like it doesn't matter. Your millennial buyers are paying attention – even if you're not.

(Here's a pic from when I was 19 to show just how long ago that was.)

When their BDRs call prospects, people already know who they are because they've been building credibility and awareness long before that phone rings.

Meanwhile, companies stuck in last-click attribution are scraping the bottom of the barrel, wondering why they're hitting growth ceilings.

The companies that get this right never put social at the bottom of the marketing org chart. Instead, they treat social as the tip of the spear.

They view social as part of a cohesive marketing ecosystem.

We’re evaluating your company long before we fill out download a white paper or respond to your BDR.

If you're not there with a strategic presence, if you're treating social like a nice-to-have checkbox, you're letting your competitors control the narrative about your space.

You have to educate us millennials to be solution aware before we’re ready to buy. The cold calling thing makes us want to puke – especially if we don’t know who the hell you are.

We’re on LinkedIn. We’re asking our networks about you.

We research everything before we reach out to your company. We've already made a decision about whether we trust you, whether you seem credible, whether you understand our problems.

Heck, even Gartner says that 75% of B2B buyers prefer a "rep-free sales experience."

Hate to break it to you but millennials are decision makers now.

We're not 19 anymore. We have budgets. And no, we won't take your cold calls.

As a millennial in charge of full funnel social strategies, let me help you understand how we buy.

Social is becoming part of how AI systems determine what's credible and what gets surfaced when people ask questions about your industry.

The brands that understand this now are building the foundation for how they'll be discovered in an AI-first world.

The ones that don't are going to struggle.

This isn't just about posting as your brand anymore. You need employee advocacy, user-generated content, and authentic community engagement across platforms.

If you’re a B2B company that’s treated social media as a nice-to-have up to this point, take notice.

Two things:

👉 PR is more important than ever. Getting coverage in Fortune or Wall Street Journal gives you domain authority that AI crawlers recognize.

👉 Social has become critical infrastructure. Instagram content is now indexed by Google and Bing. AI companies are buying access to Reddit data.

Recently delivered a presentation to NerdWallet's US comms team about AEO/GEO and how social influence it.

Their biggest concern?

How to prepare for a world where AI agents answer questions instead of search engines. 🤖

By 2026, 25% of what was traditionally SEO will shift to AEO (Gartner).