Introduction: The Unique Role of Product Marketing in Complex B2B In today’s B2B landscape, particularly within industries like SaaS, Fintech, and Financial Services, marketing faces a unique challenge: how to communicate the value of highly complex products to a diverse audience. As someone who has led marketing strategies for brands with intricate product offerings, I’ve…
Marketers are under immense pressure to deliver measurable results. Return on Ad Spend (ROAS) has become a critical metric, pushing us to sometimes favour lead generation over brand building. Lead generation offers immediate, quantifiable outcomes, making it an attractive focus for those accountable for proving the effectiveness of their marketing spend. However, this short-term focus…
Navigating the maze of marketing budget allocation can be a daunting task to matter which sector you work in. The pressure to demonstrate tangible returns on every £ spent and maximising marketing value is intense. there’s no single path to success but there are some strategies that can help you maximise your marketing value. What…
Increased consumer expectations, global connectivity, digitisation, and data are transforming how businesses compete and operate. Meeting these evolving needs is becoming increasingly challenging for any single business to achieve alone. However, the evolving landscape of technology and connectivity enables businesses to collaborate and tackle complex operational and market challenges together. Strategic collaboration, promoted through partner…
In my professional journey collaborating with diverse brands, particularly those operating on a smaller scale, the complexities of marketing attribution modelling have become increasingly apparent. Before we dive into the perspective of simplifying attribution, let’s establish a foundational understanding. What is Attribution Modelling? Attribution modelling is the analytical process that helps marketers understand and assign…
Introduction In the B2B marketing world where success is dependent on building long-term relationships, companies face the decision of choosing between two powerhouse strategies: Account-Based Marketing (ABM) and lead generation. The decision on which strategy to deploy is profound, influencing not only how businesses engage their audience but also the manner in which they need…
In the dynamic landscape of B2B Marketing, establishing and nurturing customer engagement serves as the linchpin for success. Gone are the days of transactional interactions; today’s B2B Marketing demands fostering deeper, more personalised connections between businesses. With the global B2B eCommerce market over 5 times that of the B2C market it’s worth exploring the evolving…
There’s no doubt that the last year’s events and pandemic have taken a huge toll on all of us, mentally, financially, and economically, however there are plenty of lessons from lockdown learnt that will allow us to improve ways of working, our lifestyles and our personal wellbeing going forward. While Covid-19 is still very much…
Outsourcing eases budget, saves time… and adds value You’ve agreed your objectives. The business has set its goals. Now you’re juggling time, budget, staff, and politics, and it’s quite a challenging mix to get your head around. Every marketing manager knows the score; but it’s the canny marketing manager who knows when to delegate and…
