An earned media plan is a structured approach to generating coverage, mentions, and amplification from third parties without paying for placement. Done well, it compounds over time, each piece of coverage building credibility that makes the next one easier to secure. The distinction between earned, owned, and paid media has always been clean in theory…
Competitive business intelligence is the structured process of gathering, analysing, and acting on information about your competitors, market conditions, and industry dynamics to inform strategic decisions. Done well, it tells you not just what competitors are doing, but why, and what it means for your own positioning and resource allocation. Most businesses have some version…
An inbound sales funnel is the structured path a prospect takes from first discovering your business to becoming a paying customer, driven by content and value rather than outbound interruption. Done well, it creates a self-reinforcing system where marketing generates qualified interest and sales converts it. Done badly, which is most of the time, it…
Content strategy types refer to the different structural approaches organisations use to plan, produce, and distribute content in service of a business goal. The main types include brand awareness strategies, SEO-led strategies, thought leadership strategies, product-led content strategies, and channel-specific strategies, each suited to different commercial contexts and audience relationships. Choosing the wrong type is…
The customer experience funnel is a model, not a map. It gives you a way to think about how people move from awareness to purchase, but it flattens a process that is rarely linear, often messy, and almost always more complicated than any diagram suggests. Used well, it sharpens your thinking. Used badly, it becomes…
Habitual buying behavior is what happens when a purchase decision stops being a decision at all. The buyer has made this choice enough times that it runs on autopilot, bypassing active evaluation and defaulting to whatever they bought before. For marketers, that is both the most powerful position to occupy and the hardest to dislodge….
Revenue churn rate measures the percentage of recurring revenue lost over a given period due to cancellations, downgrades, or non-renewals. Unlike customer churn, which counts heads, revenue churn counts money, and that distinction matters more than most reporting frameworks acknowledge. A business can lose a high volume of small accounts while retaining its most valuable…
Rational persuasion is the process of influencing a decision by presenting evidence, logical reasoning, and well-structured argument. It works by giving buyers the cognitive tools to justify a choice they may already be inclined to make, or by resolving genuine uncertainty with credible information. It is not the same as manipulation, and it is not…
A SaaS growth strategy is a structured plan for acquiring, retaining, and expanding revenue from software customers, typically built around product-led or sales-led motions, pricing architecture, and channel mix. Most companies have one. Most companies are also spending the majority of their effort on the half of the funnel that was already going to convert…
Competitive intelligence is the systematic collection and analysis of information about your market, your competitors, and the forces shaping both. The sources range from public-facing digital signals to primary research, and the best programmes combine several layers rather than relying on any single feed. Most marketing teams do some version of this already. The problem…
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