🚨Urgent : send help immediately! Kyle Lacy is trapped in the LinkedIn algorithm!
I don’t know Kyle, but LI really really REALLY wants us to be friends 🤣. He gets suggested 3 times within the first 10 posts in my feed.
Nothing against Kyle, and I’m sure he has interesting things to share. But 30% of my content? I’m going to say - I think not 😀
Just another example of the craziness going on with the LI algo right now. Jeremy just did a great post on the randomness of post reach and engagement. And how LI in the need for engagement is sliding towards more entertainment and less education. Check it out 💡
Is LI losing its way? Is it getting better or worse?
I’m rooting for you LI! But please please please free Kyle!
Anyway, Kyle - HMU! 🤙
Making your marketing more "Bobular" - the 2024 Redux 👱♂️
10ish years ago, I wrote an article about how brands needed to make their marketing more personalised to the consumer. I framed it in the context of my (amazing) experience at my local wine store, and more specifically with Bob, the manager of the shop.
You see, Bob knew me. He knew what I liked, what I didn’t like, what I’ve tried before. What I’ve bought recently. That I like to cook and entertain. The list went on...
I wouldn’t think of buying my wine anywhere else.
In fact I enjoyed buying from Bob. I loved the experience that much.
The bad news: most of B2B marketing back then was far from Bob. In fact it was decidedly un-Bobular.
If Bob was a marketer instead of the world’s best wine salesman, I’d walk in and instead of saying “Hey John, how’d you get on with that Riesling?” he’d say, “Hello potential customer. This is a wine shop. We have red wine and white wine and sparkling wine. Some of it is from France.’
Fast forward 10 years and is marketing any better or worse? Despite all our investment in technology (data warehouses, Business Intelligence, marketing automation, programmatic ads, CDPs) I'd argue we're no further forward.
Which is why I'm sceptical about AI in the hands of marketing unless we listen to the customer, understand their intent and generate a personalised experience.
Maybe AI will be thing to help us become Bob-like on a massive scale - being that personal, informed brand that doesn’t treat every customer like a new person who just walked in off the street. And treating each one like the valued individual that they are.
I'm hopeful the time is now.
So maybe, we can all finally go forth and become Bob.
#marketing #AI #b2bmarketing
(Big thanks to Doug Kessler for helping me craft the original story.)
Contemporary Issues in Marketing in 2024
Honoured to be invited back to guest lecture to 3rd Year Business Management Students at St Mary’s University, Twickenham on "Contemporary Issues in Marketing".
Always a topic that causes some reflection - many “issues” haven’t changed for, coughs, decades (understanding the customer, building a point of differentiation, being smart on channels, sales/marketing alignment, etc. etc.). But thinking on "contemporary" issues I picked these five:
💥 Consumer Choice - the war for attention / how the customer controls the purchase journey / lack of brand loyalty.
💥 Channel complexity - so many choices, so little budget / using creativity to cut through the digital noise / the yearly rise of new social channels.
💥 Sustainability - driven by millennials, consumers demanding greater brand transparency on DEI & sustainability.
💥 Skills - marketers needing to be much more multi-faceted across business, creative, data & program management / tools change, skills don’t.
💥 AI - of course! No tech is ever a silver bullet and our track record of implementing tech in marketing is, quite frankly, poor. But those who embrace AI will win over those that don't.
There are many more I could've added…
Lots of great questions from the students too on (unsurprisingly) AI, innovation and ethics in marketing.
Great to see such an engaged group. Thanks again Lucy Timms for the invite!
#marketing #learning #marketingstrategy
No customers. No brand campaign.
🚀 No Customers. No Brand Campaign. 🎯
Tech companies love talking about their products – the amazing features, the cutting-edge tech, the “best in class” everything. It’s simple - our tech is quite simply the best (cue Tina at Sales Kickoff. You laugh, but I’ve been there for Steve Ballmer’s Eye of the Tiger! 🎤🐅).
But here’s the reality: before you get to the features and the tech, customers need to know three simple things:
1️⃣ Do you solve my problems?
2️⃣ Where have you done this before?
3️⃣ Who have you helped that’s just like me?
This lesson hit home when I led Adobe’s Global DX Brand Campaign working with then-CMO Ann Lewnes. Her mantra? “No customers. No brand campaign.” 💡
Those words shaped how we built campaigns that not only featured customers but integrated their success stories at every stage of the campaign journey. We went about involving customers in our ads, then continuing with consistent imagery and video testimonials on our website (spotlighting brands like The Coca-Cola Company, Sydney Opera House and Virgin Atlantic Airways). And creating community and events around the concept of customers who were “Experience Makers”, language which I’m proud to say still lives on some 7 years later.
We showed prospects what success looked like – in their own language.
Why does this work?
✅ It bridges the gap between brand and demand - you can take the idea into all sorts of of activations.
✅ Customers see your promise.
✅ And most importantly they see your delivery.
Remember, a great story doesn’t just sell products – it sells trust, credibility, and proof. Cue Tina! 🕺
#Marketing #BrandBuilding #CustomerStories #B2BMarketing
Lessons, Resilience, and Radical Cando(u)r
Thank you HotTopics for today's Marketing Studio event at the prestigious BAFTA🎬 venue. As always, great content, discussion and a masterclass in professional growth and marketing leadership. I came away with three thoughts:
1️⃣ Success Is Not a Straight Line
From the “fail fast” mantra of GenAI innovation to CMO insights on embracing feedback, the message was clear: failure is a stepping stone, not a roadblock. Chris Blaik, David Keene, and Sally Croft reminded us to treat setbacks as teachable moments. Success isn’t about perfection—it’s about resilience and the ability to adapt.
2️⃣ Self-Awareness Fuels Great Leadership
Kim Scott’s Radical Cando(u)r provided a lens to understand how directive coaching and self-reflection are interconnected. Whether it’s holding up the metaphorical mirror or nurturing team wellbeing, self-awareness is the bedrock of authentic leadership. “Don’t take feedback personally” might be a tough pill to swallow for many of us, but it’s essential for growth!
3️⃣ Marketing Is Evolving—Are We?
The panel on next-gen marketing unveiled a shifting landscape where creativity meets data-driven insights. Faith Wheller, Carrie Heath, Emma Acton and then Mika Yamamoto highlighted that the focus shouldn't be on tools but on outcomes. Be customer-first, be super clear on talent acquisition, and adapt your style to generational expectations. We need to ask: are we evolving quickly enough?
Anyway, great to see so many familiar faces (Helen Gillbe, Andy Grant, Faith Wheller and more) and well done Philip Randerson, Peter Stojanovic and team!
#Leadership #CMOLessons #NextGenMarketing
All roads lead to the ICP
Had some interesting conversations in the past few weeks with a few GTM leaders. Different companies, different conversations, different needs but all were struggling with setting up marketing for success, the role of marketing, how to structure the team, what OKRs to set and what talent is needed.
What I love about marketing is in amongst all the shiny new things (RIP Second Life, SlideShare, Sribd, Twitter, Clubhouse. Hello AI!), the basics never change. All roads always lead to the need to define the Ideal Customer Profile and, more importantly, agree this across all the GTM functions.
With the ICP in place and the business OKRs mapped out, only then can we start to think about the marketing strategies and tactics. Digital? Events? ABM? Field marketing? Partner Marketing? SDR/BDRs etc. (I know, if only life were that simple).
Always, always get the fundamentals right first!
On a separate, but related, note I did a little sketch in thinking this through to myself, took a photo and asked ChatGPT to provide a clearer, more professional graphic. I think we’ll all agree AI hashtag#NailedIt 🤣
AI: 10x the content, 1/10 the meaning (Source : Jeff Allen)
Stop press: B2B Marketer Wins Marketer of The Year!!!
Source: PwC
I know climate change is a scourge of our planet, but has hell frozen over? 😂 A B2B marketer has won the prestigious Marketing Week Marketer of the Year 😳
Testament to how far the industry has come from being the poor relation to B2C marketing. I’ve always said it’s harder to be a B2B marketer 😀
So massive congratulations Antonia Wade. And kudos to the judges for shining a light, quite rightly, on all the good stuff going on not only at PwC but in B2B marketing more widely, hopefully raising the profile of the segment. 👏👏👏
Read more here.
8 Tips on becoming a "Commercial CMO"
There seems to be a lot of chat right now around demonstrating the business impact of marketing (has it ever been any different?!) with the added twist of CMOs becoming “commercial marketers”. I’ve already written about what I think this means but in a recent interview I was asked “What advice would you give to future CMOs on becoming a commercial marketer?”.
For me, the journey involves a combination of strategic career moves, continuous learning, and honing a diverse skill set. So, after some thought, I came up with 8 tips:
1. Master the Fundamentals of Marketing
Deep Dive into the Basics: Some things never change (part 1). Understanding the core principles of marketing—market research, product positioning, customer segmentation, brand building, and channel management—is essential. Solid knowledge of these fundamentals will be critical as you grow into more senior roles.
2. Embrace Data-Driven Decision Making
Understand the Metrics: Marketers should develop a strong understanding of KPIs and metrics that matter in marketing—like customer lifetime value (CLV), return on marketing investment (ROMI) and customer acquisition cost (CAC). And put them front & centre in every conversation, presentation and review.
Learn Analytics Tools: Familiarity with marketing analytics tools (Google Analytics, HubSpot, or any data visualization platforms) will enable you to make informed decisions and demonstrate your impact on the business.
3. Cultivate Cross-Functional Skills
Financial Acumen: Since CMOs are held accountable for budgets and ROMI, it’s important to understand financial principles. Learning the language of finance will help you align marketing strategies with business objectives.
Sales Collaboration: Build strong relationships with the sales team. As marketing often works hand-in-hand with sales to drive revenue, understanding sales processes and how marketing supports lead generation and conversion is key.
Broaden Exposure: Work on cross-functional projects to understand the interconnectedness of marketing with product, technology, and operations teams. Join sales calls, sit in on SDR/BDR activity. A CMO needs to be a business leader, not just a marketing leader.
4. Build a Diverse Marketing Skill Set
Customer-Centric Mindset: Some things never change (part 2). Always put the customer at the heart of your marketing strategy. Great marketers understand the customer journey and leverage customer insights to create personalised experiences. Speak to customers at events, running surveys and getting involved with writing case studies are easy ways to get started.
Channel Versatility: Experience across all channels, online and offline is essential. At least know the basics of paid media, how the different social media platforms work, what’s involved in running events, how your business partnerships are structured and the landscape of moden media relations, will allow future CMOs to create integrated marketing strategies.
5. Develop Leadership and Communication Skills
Learn to Lead Teams: Aspiring CMOs need to cultivate leadership skills early. Seek opportunities to manage projects and lead teams, even if informally. This will help develop decision-making, delegation and motivational skills.
Effective Communication: A CMO communicates not just within the marketing team but with the entire organization and external stakeholders. Developing excellent written and verbal communication skills is a must. Use AI to brainstorm ideas for written communications, take every opportunity to present your ideas to others. Start with your immediate team if that seems daunting!
6. Be a “Learn-It-All” not a “Know-It-All”
Be a lifelong learner: Learning never stops. Marketing evolves rapidly. Continuously learning about new marketing trends, tools, and technologies is critical. Read industry reports, attend third party events, and stay active in professional networks. Hire smarter people than you. Learn from them
Embrace Change: The ability to adapt quickly to market shifts, new technologies, and customer behaviours will distinguish successful marketers from others. Flexibility and innovation are key traits of CMOs. Take a “Growth Mindset” - change your behaviour from seeing changes barriers to opportunities to adapt. It sounds woolly(!) but you need to put in the work!
7. Network and Seek Mentorship
Find a Mentor: Having a mentor, especially someone in a CMO or leadership role, can be invaluable. A mentor can provide career guidance, help with decision-making and offer insights based on their experience.
Build a Strong Network: Networking with professionals within and outside the marketing field can open doors to opportunities, provide inspiration and help you stay on top of trends.
8. Be Entrepreneurial
Own Your Career Growth: CMOs often have an entrepreneurial mindset, always looking for innovative ways to grow the business. Cultivating this mindset—thinking outside the box, taking initiative, and being proactive—can accelerate career growth.
Take Risks: Junior marketers should not be afraid to step outside their comfort zone and take on challenges. Learning through experiences—both successes and failures—will shape you into resilient and adaptable leaders.
So there we have it. Not exhaustive I’m sure, but hoping it helps!
"How to seize the AI opportunity?"
Enjoyed attending the CogX Festival in London, "How to seize the AI opportunity?" 🤖🌍
AI is truly at the heart of the Fourth Industrial Revolution. It’s reshaping everything from operational efficiency to customer experience. But more meaningful use cases outside of "Shrimp Jesus" need to be shared to understand the positive impact of AI. For example, the life sciences industry benefiting in areas like drug discovery and the development of new proteins and compounds. 🧬💡
Here are my 4 key takeaways from the discussions. And of course, it was great to catch up with peers - both old & new!
1. AI is rewriting the rulebook for work: New roles are emerging, but businesses must focus on upskilling employees and setting guardrails to manage AI’s rapid evolution. 🚀 Trust and security are top concerns—especially when it comes to IP, copyright, and privacy. 🔒🧑⚖️
2. We need a human-centric approach: To harness AI’s power responsibly, we need clear guidelines, technical documentation, and governance. 📜 Engaging with policy-makers early and considering public priorities alongside private interests are crucial steps for ensuring AI supports democracy and civil liberties. 🏛️🤝
3. Sustainability and infrastructure challenges: AI’s energy consumption is a growing concern. 🌱⚡ Generating just two AI images would drain an iPhone battery, so how are we tackling the environmental impact of AI.
4. From "wow" to "how": Beyond “wow” moments, companies must focus on the “how”—creating roadmaps that make AI integration feasible while addressing environmental impacts and public service delivery. 📊💻
As AI continues to advance, we need to strike a balance between innovation and responsibility. Let’s build a future where technology works for everyone, not just a few. 🌍💪
#AI #FutureOfWork #Sustainability #Innovation #Governance
Purpose is just fluffy marketing talk that doesn't impact the bottom line?
"Purpose is just fluffy marketing talk that doesn't impact the bottom line."
This is a very common misconception in the business world.
If you're an aspiring marketing leader, I urge you not to dismiss the power of purpose in driving growth. Always remember: Purpose and profitability are intrinsically linked.
As Dominic Rodgers from Frog Capital recently said on an episode of the always excellent Unicorny podcast (pithily summarised by Dom Hawes!), "The more you scale your purpose, the more you scale, and the more you scale, the more you scale your purpose."
This symbiotic relationship between purpose and growth isn't just feel-good rhetoric. It's a powerful driver of business success. Here's why:
🧲 Talent Magnet: Purpose attracts top talent, fueling innovation and growth.
🎯 Focus Driver: It keeps your team aligned on what truly matters to customers.
🔗 Brand Builder: Purpose creates deeper connections with your audience.
💡 Innovation Catalyst: It inspires creative solutions to real-world problems.
📈 Long-Term Value: Purpose-driven companies often outperform their peers.
But here's the kicker: Your purpose must be authentic and deeply rooted in your business model. It's not what you'd like it to be. It's about clearly articulating why your business exists and the value it brings to customers. Which is why I've loved getting involved with LettsSafari (building rewilding parks to tackle climate change) and LettsArt (empowering any artist to manage, distribute and sell their art directly, all for free) - two very purpose-driven ventures.
As marketers, our job is to communicate this purpose effectively. It's not a veneer or an afterthought - it should be at the core of everything we do.
So, let's challenge ourselves: How can we better align our marketing efforts with our company's true purpose? And how can we demonstrate the tangible impact of purpose-driven marketing on our bottom line?
Share your thoughts! How has purpose impacted your marketing strategy or business growth? 🚀💬
#PurposeDrivenMarketing #BusinessGrowth #MarketingStrategy