A growth marketing framework is a structured approach to acquiring, retaining, and expanding your customer base across the full commercial funnel, not just the bottom of it. Done properly, it connects demand creation to demand capture, ties marketing activity to revenue outcomes, and forces honest prioritisation across channels, audiences, and time horizons. Most companies don’t…
First-party data connected TV advertising means using your own customer data, whether from CRM systems, purchase history, or loyalty programmes, to target and measure CTV campaigns directly. Instead of relying on third-party audience segments built by someone else, you match what you know about your customers to the households watching streaming content, then measure what…
Inhouse public relations means building a PR function inside your organisation rather than retaining an external agency. Done well, it gives you faster response times, deeper institutional knowledge, and tighter integration with commercial strategy. Done poorly, it creates a team that’s busy, isolated, and invisible to the journalists and stakeholders who actually matter. The decision…
Auditing your brand visibility on large language models is the process of systematically testing how AI systems like ChatGPT, Claude, Gemini, and Perplexity represent your brand when answering user queries. It tells you whether you appear at all, how accurately you’re described, and what context surrounds your brand when it does show up. Most marketing…
Topical authority is the degree to which search engines, and readers, recognise your site as a credible, comprehensive source on a specific subject. It is built by covering a topic in depth and breadth over time, not by targeting isolated keywords. Sites with strong topical authority tend to rank faster, hold positions longer, and earn…
Competitive intelligence is the systematic process of gathering, analysing, and acting on information about your competitors, market conditions, and category dynamics. Done well, it shifts your strategy from assumption to evidence, not perfect certainty, but a far more grounded basis for decisions than gut feel and conference room speculation. Most companies do some version of…
Growth modelling is the process of mapping out how a business expects to grow, which levers drive that growth, what it costs to pull them, and what the realistic return looks like over time. A good growth model does not just project revenue. It forces you to articulate your assumptions, stress-test them against what you…
An audio marketing strategy is a plan for using sound-based content, primarily podcasts, branded audio, and voice search, to build audience, drive awareness, and move people toward a commercial outcome. Done well, it creates a channel that compounds over time. Done poorly, it produces a library of episodes nobody listens to and a budget line…
A go-to-market plan is the operational blueprint that takes a product from ready to launched, and from launched to adopted. It defines who you’re selling to, what you’re saying, how you’re reaching them, and what success looks like. Done well, it aligns sales, marketing, and product around a single commercial reality. Done poorly, it’s a…
The most common mistakes when choosing marketing automation tools have nothing to do with the tools themselves. They come from buying software before defining the problem, from confusing features with capability, and from treating a procurement decision as a strategy decision. Most teams that end up with the wrong platform made their choice in a…
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