A marketing plan is a commercial document. It exists to align budget, effort, and timing behind a set of business outcomes, not to demonstrate how much thinking went into it. The plans that work are the ones that get used, which means they have to be specific enough to guide decisions and flexible enough to…
A PESTLE analysis maps the external forces shaping your market: Political, Economic, Social, Technological, Legal, and Environmental. Done well, it gives marketing teams a structured view of the conditions their strategy will operate in, before a brief is written or a budget is committed. Most marketing teams skip it entirely, or produce a version so…
Advertising works. The honest answer to whether ads deliver results is yes, with conditions. The conditions are where most marketing budgets quietly bleed out. Ads work when they reach the right people, at the right frequency, with a message that connects to a real need. They fail when any one of those variables is wrong,…
Porter’s Five Forces is a framework for analysing the competitive structure of an industry by examining five pressures that shape profitability: competitive rivalry, the threat of new entrants, the threat of substitutes, the bargaining power of buyers, and the bargaining power of suppliers. Developed by Michael Porter at Harvard Business School in 1979, it remains…
Content led marketing is a go-to-market approach where content, rather than paid media or outbound sales, is the primary mechanism for creating awareness, building trust, and generating demand. Done well, it compounds over time, reduces customer acquisition costs, and creates a durable commercial asset rather than a spend-dependent pipeline. The reason most companies get it…
Positionless marketing is an operating model where marketing teams are structured around speed, flexibility, and shared capability rather than fixed channel ownership. Instead of a social media person, a paid search person, and a content person each defending their lane, positionless teams move fluidly across functions, assembling around problems rather than job titles. The concept…
Segmentation steps are the process of dividing a market into distinct groups based on shared characteristics, so you can prioritise where to compete, what to say, and how to allocate budget. Done properly, segmentation is not a research exercise. It is a strategic decision about who your business is for, and who it is not…
ABX marketing, or account-based experience, is the evolution of account-based marketing that shifts focus from lead generation and campaign execution to the full experience a target account has with your brand, across every touchpoint, channel, and moment in the buying cycle. Where ABM asked “how do we reach the right accounts?”, ABX asks “what does…
Share of voice measures how much of the total conversation, search visibility, or advertising presence in a given market belongs to your brand compared to competitors. Used well, it is one of the clearest indicators of competitive position you have. Used badly, it is just another number that looks good in a deck and changes…
Benchmarking marketing performance means comparing your results against a meaningful reference point, whether that’s your own historical data, a competitor’s known metrics, or an industry standard, so you can judge whether what you’re doing is working or just happening. Done well, it’s one of the most commercially useful things a marketing team can do. Done…
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