I’m Florian. I lead marketing and sales at a European tech company.
I’m not a developer. I know basic HTML and CSS, and that’s about it. Still, over the last few months I’ve built a surprising number of tools and websites: reports that read every customer chat, a social media analyser, a ticket watch list, a personal finance dashboard, websites for local clubs. AI coding agents wrote the code. My job was to know what we actually needed, to give the agents the right context, and to check what came back.
That’s what this blog is about: marketing in the AI age, written from the perspective of someone who has to make it work in a real team with real deadlines, not in a demo.
What you’ll find here
- Building your own tools. How marketing teams can build what they need themselves, without waiting for IT or buying yet another SaaS subscription.
- Context over prompts. Why the knowledge you give an AI (Markdown files, clear definitions, connections to your CRM and analytics) matters more than any clever prompt.
- Honest numbers. What AI gets wrong in marketing analytics, and the simple rules that keep a report trustworthy.
- What went wrong. Every post includes the mistakes. They’re usually the most useful part.
Why “Schap”?
Schap is Dutch for shelf: a place where things are kept and easy to find. That’s what I want this blog to be. The logo is a shelf, too.
How this site is built
This blog is an experiment in itself. It runs on EmDash, a new open-source CMS, on Cloudflare. I’m testing it as a WordPress alternative. An AI agent set it up, styled it and published the first posts from my notes.
Get in touch
The easiest way to reach me is on LinkedIn. My personal site is schap.me.
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