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As a CMO, your purpose is to support sales, drive growth, gain customer insight, increase customer retention, and make sure everything is on-brand (also known as being the brand police). In a world that has changed rapidly over recent years, your role has transformed...
Over the last few years there’s been a significant push to embark on Account Based Marketing (ABM) programmes, whether one-to-one focused programmes, one-to-few or one-to-many, and organisations are clearly generating success and seeing the benefits. I’m going to put...
As B2B marketers ourselves, we at Modern understand that initiating business-wide digital transformation is hard work. However, with the right plan in place, you can deliver. How? You ask? Understanding the task ahead B2B marketers who want to move towards digital...
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...
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...
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 become such...
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...
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? 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...
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...