Marketing Intelligence

A lead magnet is a piece of value you offer in exchange for contact information, typically an email address. Done well, it attracts the right people, starts a commercial relationship, and feeds a pipeline. Done poorly, it inflates a list with people who will never buy anything and gives your marketing team a vanity metric…

Your Social Selling Index score is a LinkedIn-generated metric that measures how effectively you build your professional brand, find the right people, engage with insights, and build relationships on the platform. Scores run from 0 to 100, and LinkedIn will tell you a higher number means you’re a better social seller. What it won’t tell…

Digital marketing positions span a wide range of specialisms, from paid media and SEO to content, analytics, and marketing technology. The challenge is that job titles in this industry are inconsistent, often inflated, and rarely standardised across companies. Understanding what each role actually does, and where it fits in a broader team structure, matters more…

Digital marketing positions span a wide range of disciplines, from paid media and SEO to content strategy, analytics, and marketing technology. Understanding what each role does, where it sits in a team structure, and what it actually produces is more useful than any org chart. This article maps the major positions in digital marketing, explains…

Losing leads is rarely about a single broken step. It happens across the funnel, in the gaps between teams, in the assumptions nobody has questioned in years, and in the follow-up that never quite happens fast enough. Most businesses have a lead problem they are misdiagnosing as a volume problem. More leads will not fix…

Losing leads is rarely a traffic problem. Most businesses that struggle to convert have enough people entering the funnel. The issue is what happens next: the friction, the silence, the follow-up that never arrives, the message that lands at the wrong moment. Leads go cold not because the product failed, but because the system around…

Persona definition is the process of building structured profiles of your target customers based on research, behavioural data, and commercial context. Done well, it gives every team in a go-to-market function a shared, specific picture of who they are trying to reach and why those people buy. Done badly, it produces laminated posters of fictional…

Persona definition is the process of building structured profiles of your target customers, capturing who they are, what they want, and how they make decisions. Done well, it gives every part of your go-to-market effort a shared reference point. Done badly, it produces a laminated sheet of demographic fiction that nobody uses after the kickoff…

A customer feedback survey is a structured method for collecting direct input from customers about their experiences, needs, and perceptions. Done well, it gives you the kind of commercial intelligence that no analytics dashboard can replicate: the actual words customers use, the problems they didn’t bother reporting, and the reasons they nearly left but didn’t….