Your target market is the group of people most likely to buy what you sell, defined by shared characteristics that make them meaningfully different from everyone else. Getting this right is not a research exercise. It is the single most consequential commercial decision a marketing team makes, and most companies get it wrong in the…
Advertising Week New York 2025 is one of those events where you can take the temperature of an industry without having to believe everything it says about itself. The sessions, the speakers, the themes that dominate the agenda , they tell you what marketers are worried about, what they are selling to each other, and…
Performance marketing KPIs are the metrics you use to measure whether paid activity is generating real commercial return, not just clicks and impressions. The best ones connect spend to revenue, margin, or customer value in a way that holds up to scrutiny from a CFO, not just a media planner. Most teams track too many…
The Ulta CMO role sits at one of the most commercially interesting intersections in retail marketing: a loyalty program with over 40 million active members, a physical store estate that still drives the majority of revenue, and a digital presence that has to compete with pure-play beauty e-commerce. Whoever holds that seat is not running…
Digital demand creation is the practice of generating new commercial interest in a product or service through digital channels, reaching people who are not yet in the market rather than simply competing for those already searching. It sits upstream of performance marketing and, for most brands, it is the growth lever that gets the least…
Demand gen strategies work when they create genuine interest in buyers who were not already looking for you. Most of what gets labelled demand generation is actually demand capture: paid search, retargeting, bottom-funnel content. Useful, yes. But not the same thing as building a pipeline from scratch. The distinction matters because capturing existing demand has…
The Warner Bros HBO Max rebranding is one of the most instructive brand strategy failures of the past decade, not because it was reckless, but because it was expensive, deliberate, and still wrong. In 2023, WarnerMedia renamed HBO Max to “Max,” stripping out the most valuable brand signal in its portfolio. Then, in 2024, it…
Digital marketing job levels describe the hierarchy of roles from entry-level coordinators through to CMOs, each with distinct ownership, accountability, and scope. Understanding where each level sits, what it controls, and what it is expected to produce is more useful than memorising job titles, because titles vary wildly across organisations while the underlying responsibilities tend…
A demand generation team structure defines who owns what across the pipeline, from first awareness to sales-ready lead. Get it right and the whole revenue function moves in the same direction. Get it wrong and you end up with a performance team optimising for metrics that don’t connect to growth, and a content team producing…
An inbound sales strategy is a structured approach to converting leads who initiate contact with your business, whether through content, search, referrals, or organic channels, into paying customers. Done well, it aligns marketing and sales around the same buyer signals, reduces wasted outreach, and builds a pipeline that compounds over time rather than resetting every…
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