Forecasting growth is one of the most important exercises for a business. This should help gather alignment on growth opportunities and assess the resources required to achieve it. There are many ways to forecast, some more casual others more data-driven and scientific. Generally, as the organisation grow the tendency is to have two approaches toContinue reading “Forecasting B2B growth guide, using the source of growth framework”
Category Archives: Marketing strategy
Startup stages of growth and how to prioritise marketing initiatives
After many years of working with entrepreneurs, startups and large brands I have identified some patterns in marketing activities that will be crucial at each stage of growth. Most entrepreneurs lack the experience to identify what initiatives they have to focus and will help them maximise their chances of success. They might have references ofContinue reading “Startup stages of growth and how to prioritise marketing initiatives”
Effective workshop for marketing prioritization and planning
Marketing planning and prioritization shouldn’t be complex, use a workshop to bring out ideas, discuss and align on the way forward
How to secure investment, plan, execute and measure a brand campaign
We all know the power of a strong brand. How effective and important is it for a business to be top of mind to potential customers. How successful brands manage to position themselves in a specific industry or market. If I had to ask anyone to name 3 tech brands, they would easily mention brandsContinue reading “How to secure investment, plan, execute and measure a brand campaign”
Developing b2b customer personas for effective marketing planning
If you’re starting your own business or trying to grow, an essential part of planning is determined by understanding your customers. By focusing on developing solutions that fit their needs, we expect to sell more products or services and generate more revenue. That’s why business functions like product, marketing and sales work together to identifyContinue reading “Developing b2b customer personas for effective marketing planning”
Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI
You’ve probably heard about marketing acronyms, you can find these everywhere (SEM, CRM, CMS, PPC, SEO, B2B, B2C, D2C, and an endless etc), there are new popping up all the time. It might seem hard to keep up with them and you might sometimes feel as you´re at risk of becoming outdated or missing outContinue reading “Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI”
How to elaborate a messaging and value proposition strategy
Why a value proposition strategy? The role of the marketing teams is to support the business meet its goals with a given budget by reaching out to customers. A key piece of this activity is done by understanding the customer needs and providing products that will cover their needs better than any other business isContinue reading “How to elaborate a messaging and value proposition strategy”
How to set a B2B marketing strategy based on target business growth
One of my most recent experiences has been working with marketing managers and supporting them setting up strategies that would help them reach their goals. To do so I have worked on a framework that defines and provides alignment inside the organisation with regards expectations amongst sales, marketing and media teams. This framework known asContinue reading “How to set a B2B marketing strategy based on target business growth”
The user journey map, identifying touch points to influence and optimise the customer experience.
Today’s customers expect a seamless experience with the business both offline and online, they want a consistent experience across all touch-points and every time they interact with a brand. This is from watching an ad to interacting with a post sales representative. Achieving this is a challenge for any organisation and requires creating the frameworks,Continue reading “The user journey map, identifying touch points to influence and optimise the customer experience.”
The channel activation marketing prioritisation
Many marketing managers face the challenge of deciding what are the channels that should be activated, tested and how we prioritise this process, as there are so many, some examples are: Paid search, Display, Paid social (Facebook, Linkedin, Instagram,..), video, Display native (outbrain or taboola), Email, SEO, Organic social or Affiliates. A good way toContinue reading “The channel activation marketing prioritisation”
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