Marketing Leadership

Marketing performance: moving the needle – B2B Marketing Article

Marketing performance: moving the needle Our clients ask us all the time about benchmarking. They’re keen to know how they compare to their peers. It’s always the usual suspects such as website conversion or industry click through rate that gets our client wondering how they stack up.    Knowing how you compare against similar companies is a great way to gain perspective on your own performance and can be a terrific identifier of poor execution (or excellent competitor activation), if those KPIs are not being met.   Knowing how…

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Marketing’s role in driving digitalisation – B2B Marketing Article

Marketing’s role in driving digitalisation Digitalisation is far from a new topic. The adoption of digital practices across all business channels has been happening for a while. As marketers, our focus has been to effectively leverage digital platforms for lead generation, lead nurture, brand awareness and other key initiatives. But what does the bigger picture look like? Taking a quick step back, it’s important to remember one of the key reasons why digital has become so important – our customers.…

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B2B Marketing Strategy: 16 pillars for success – B2B Marketing Article

A few months ago, I received a phone call from one of my clients – a person I respect greatly and someone I enjoy working with. He was on the hunt for a new CMO and was sharing CVs with me of those he thought capable and suitable for the role as his right hand ‘man’ or ‘woman’ in this case. It was a quick call. I knew he was looking for this person and I knew he’d been interviewing.…

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