Customer segmentation is the process of dividing your market into distinct groups based on shared characteristics, behaviours, or needs, so you can allocate resources toward the people most likely to buy, stay, and grow with you. Done well, it is one of the highest-leverage decisions in any go-to-market strategy. Done badly, it produces a spreadsheet…
B2B marketing tactics are the specific methods companies use to generate awareness, build credibility, and move buyers through a purchase decision that often involves multiple stakeholders, long timelines, and significant commercial risk on both sides. The tactics that work are not necessarily the ones with the most coverage in marketing trade press. They are the…
Leadership forums exist because there are conversations senior marketers cannot have in public. The real ones, about budget pressure, board credibility, team performance, and whether the strategy is actually working, happen in rooms where nobody is performing for an audience. This article is an attempt to bring some of that thinking into the open. If…
Marketing strategy has a direct impact on profit, but not always in the ways the industry prefers to talk about. The decisions made at a strategic level, which markets to enter, which customers to prioritise, how to position against competitors, and how to allocate budget across channels, compound over time into measurable differences in margin,…
Leadership beliefs are the operating system beneath every decision you make as a senior marketer or agency leader. They are not values statements written for the website. They are the positions you hold when the room goes quiet, when the numbers are bad, or when someone hands you the whiteboard pen and walks out the…
A market study analysis is the process of interpreting structured research about a market, including size, growth trends, customer segments, competitive dynamics, and demand signals, to inform a specific business or marketing decision. Done well, it turns raw data into a defensible point of view. Done poorly, it produces a slide deck full of numbers…
Ad agency fees vary widely depending on the model, the agency’s size, and what you’re buying. Retainers typically run from £3,000 to £50,000 per month for mid-market agencies, while project fees can range from a few thousand pounds to well over £500,000 for large campaigns. Project-based fees, hourly rates, and performance models all exist alongside…
Heuristic decision making is the process by which people use mental shortcuts to reach decisions quickly, without fully analysing every available option. Rather than weighing all the evidence rationally, buyers rely on patterns, past experience, and environmental cues to arrive at conclusions that feel right, even when they are not fully reasoned. Most purchase decisions…
Inbound marketing strategy is the practice of attracting customers to your business through content, search, and organic channels rather than interrupting them with paid messages. Done well, it builds a compounding asset that generates demand long after the initial investment. Done poorly, it becomes a content production treadmill with no commercial return. The distinction matters…
The halo effect is a cognitive bias where a single positive impression of a person, brand, or product causes us to assume other positive qualities that haven’t been demonstrated. It was first documented by psychologist Edward Thorndike in 1920, and it remains one of the most commercially significant forces in marketing, whether or not the…
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