Successful marketing is about a framework, not campaigns
I’ve spent the last two and half decades as a marketer, with a focus on digital. In the beginning, digital actually meant anything online or website as the remit was very broad, e.g. Any of the new stuff around the internet, online advertising, paid search, email and search engine optimisation that nobody else knew about […]
Do you understand how to fulfil a need?
Marketers create products to fulfil a market need, or at least they think they do. To be able to fulfil a need we have to be able to pinpoint this need, without doing so it’s just an idea. But where do needs come from? Let’s start with a very famous model, Maslow’s Hierarchy of Needs. […]
Who deserves your attention?
Every marketer and their dog is aware of the importance of knowing their customers and sending them the right message, but what tools are in place for them to do this? What can we actually use to monitor them and choose how to target them? Resources are often spread thin and struggle to be managed […]
Business-2-Business (B2B) Lead Scoring – A methodology for success
There has long been a territory war between sales and marketing teams on what constitutes a qualified lead or opportunity, and as with most things in business nowadays we have ended up with acronyms! A Marketing Qualified lead is an MQL and a Sales Qualified Lead is an SQL, simple stuff obviously, but the devil […]
Data-driven marketing – what, why and how
Marketers are forever seeking the holy grail of marketing, striving to focus their efforts towards a segment of one, where they can be sure that their message matches the intended audience and the content/context metric is perfectly balanced. The pursuit of this goal is by no means trivial and requires the right people and processes […]
