A customer advocacy strategy is a deliberate programme that identifies your most satisfied customers and gives them structured ways to recommend your business to others. Done well, it becomes one of the highest-return acquisition channels you have, because the trust is already built before the conversation starts. Most businesses have advocates. They just never do…
A content repurposing workflow is a structured process for converting a single piece of content into multiple formats, distributing it across channels, and extending its useful life without starting from scratch each time. Done well, it means a single well-researched article becomes a podcast episode, a LinkedIn series, a short video script, an email, and…
Evaluating advertising spend well means separating what your investment actually caused from what would have happened anyway. Most businesses skip that distinction entirely, which means their budget decisions are built on a foundation of flattering but unreliable numbers. The mechanics are not complicated. The discipline is. You need clear commercial objectives, honest attribution, and the…
Multi-channel advertising campaigns work when the channels serve the strategy, not the other way around. Most don’t fail because of poor creative or bad targeting. They fail because the channel mix was assembled before anyone asked what the campaign actually needed to do commercially. The mechanics are well understood: reach people across multiple touchpoints, reinforce…
Differentiation matters because markets do not reward similarity. When buyers cannot tell one option from another, they default to price, and that is a race most businesses cannot win. Clear differentiation gives customers a reason to choose you, gives your team a reason to believe in what they are selling, and gives your pricing room…
Revenue operations strategy is the discipline of aligning marketing, sales, and customer success around shared data, shared processes, and shared accountability for revenue. Done well, it removes the friction that costs companies deals. Done badly, it becomes an expensive reorganisation that produces dashboards nobody acts on. Most companies build it backwards. They buy the technology…
Desk market research is the process of gathering and analysing information that already exists, using published data, industry reports, competitor websites, government statistics, and other secondary sources, rather than commissioning new fieldwork. It is faster and cheaper than primary research, and when done well, it is often sufficient to make a confident strategic decision. The…
Martech budgets have a waste problem. Most marketing teams are paying for tools they underuse, platforms that overlap, and software that was bought to solve a problem that no longer exists. Getting this under control is not about cutting spend for its own sake. It is about making sure every pound or dollar in your…
Bottom of funnel LLM conversion strategies are the tactics marketers use to optimise the moment an AI language model surfaces your brand to a high-intent buyer, and then convert that visibility into a measurable business outcome. The challenge is that LLMs are not search engines. They do not rank pages. They synthesise information and make…
A competitive intelligence professional gathers, analyses, and translates information about competitors, markets, and industry dynamics into decisions that give a business a measurable edge. The role sits at the intersection of research, commercial strategy, and communication, and it is considerably more demanding than most job descriptions suggest. Done well, it is one of the highest-leverage…
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