Marketing performance: moving the needle
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...
Marketing’s role in driving digitalisation
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....
The making of a B2B digital leader
The making of a B2B digital leader
It’s no big secret that digital strategic direction can fall between the cracks in many organisations. It’s estimated that 85% of a customer’s relationship with a business will be digital by 2020. So, it’s easy to see why the priority to go digital has...
Exceptional in-house marketing: 5 keys to success
Exceptional in-house marketing: 5 keys to success
As mentioned in one of our previous blogs, some clients are telling us that they’d like to bring more marketing in-house. Many are already in the process, but tackling this without support can hinder your progress. One marketing leader recently told me: “I’m really proud of how far...
The importance of the client agency relationship and why it works
The importance of the client agency relationship and why it works
I’ve been an agency girl all my life and have been lucky enough to work in excellent agencies. Back in one of my first agencies, Proximity London, the client services team had relationship training. It was about understanding people, matching similar personality types...
What does a CMO really want?
What does a CMO really want?
I’ve had a couple of insightful conversations recently with marketing leaders or CMOs that I wholeheartedly respect. These conversations validated my thinking about what we see when we work with clients, but it’s good to hear it direct from the horses’ mouth (so to say). So, in the process, I asked...
Predicting your marketing performance
Predicting your marketing performance
I’m sitting on a train to London. The hills are rolling by and it’s a dreary day, with a pinky, orange hue over the grey clouds. I’m sitting in a backward facing seat which isn’t my favourite thing. I’m off to run a workshop on benchmarking and forecasting marketing performance with a client so...
What CIOs really want
What CIOs really want Recently I had the good fortune to attend the Gartner Symposium in the Gold Coast, Australia. I thought I’d made it – 30 degree heat, wall-to-wall sunshine, miles and miles of golden coastline and a laisse-faire attitude to this perfect holiday destination. Unfortunately, my 12 hour days in a chaotic conference centre...
The cracks within marketing leadership
The cracks within marketing leadership
It’s no big secret that digital transformation is a big consideration for many marketing functions and those in marketing leadership positions. The pace of change and technology available to shape digital strategy within an organisation is pushing firmly at the heels of those leading the business....