Thirteen years in marketing, and I started as an apprentice, which means I learned this from the bottom up, doing the work, rather than arriving at it from strategy and never having to make anything actually send.

Seven years ago I got handed a project that meant learning HubSpot, and rather than finding it a chore, I loved it: the solving, the optimising, the RevOps work of finding out why a system wasn't doing what everyone assumed it was. That became a specialism quickly, because most businesses have a platform running at a fraction of what it could do and nobody with the time to work out why.

Email came from the opposite direction, which was disbelief. I couldn't believe that pull a list and sending was genuinely how it was being done, and done that way by people getting just enough results to never question it. So I went and learned it properly instead — the psychology and human behaviour alongside the technical engineering — because email only works when the strategy, the tactics and the infrastructure are all pointing the same way.

I teach the what and the why in full, because people who only learn steps can't adapt when their situation doesn't match the example. You'll leave understanding why something works, which means you can apply it to your list rather than copying mine. Sessions are capped so there's room for real questions, and I'd rather spend twenty minutes on the one thing your setup is getting wrong than cover twelve things nobody will action.

Most email & CRM training recycles advice that stopped being true years ago, and repeats it and no one questions it (WHY?!).

I'll tell you when received wisdom doesn't hold up, when the evidence is thin, and when the honest answer is that it depends. I also won't teach tactics before the foundations are right, because if your authentication is broken or your data is a mess, then a better subject line isn't going to save you.

Every session comes from lived experience, my education (I study psychology, have studied science, UX, marketing at level 7 and more), client projects, questions my audience asks me and market research. 

lNew sessions usually start because the same question keeps surfacing in audits, in the community and in replies to RE:markable — when enough people are stuck on the same thing, it becomes a masterclass.

I've trained over 8,000 marketers, and worked with teams at Google, HubSpot, Tesco, Kahoot, Wella, Greene King and Sharp, alongside charities, agencies and a lot of marketing teams.

I also developed Certified Guru, the world's largest free email certification.

YES YES and YES. It's worth it if you send at any scale, because deliverability is the ceiling on everything else — segmentation, copy and design can't rescue an email that lands in spam. It's most worth it when engagement has dropped without an obvious cause, when you're migrating platforms, or when nobody in your organisation actually owns the technical side.

Yes, and HubSpot's own academy is really good for learning what the features do. Where training helps is the layer above that — the setup decisions, data structure and workflow architecture that determine whether HubSpot still works well for you in two years.

It's enough to learn the platform and it's free, so start there. It won't tell you how to structure your properties for the reporting you'll want later, how to fix deliverability from within HubSpot, or which of the fifteen ways to do something is the one that won't cause problems at scale.

Yes. Alongside training I work as a HubSpot consultant with a small team of specialists, and between us we've worked on over 50 portals — building, optimising, untangling and occasionally rescuing them.

That's deliberately a small team rather than an agency, so you get people who've actually done the work rather than whoever was available. It's also why the training is worth having: what I teach comes straight out of what we're currently fixing in real portals, not from documentation.