The Forrester marketing budget framework divides total marketing spend into two broad categories: program spend (the money that goes directly into campaigns and media) and non-program spend (everything else that makes the marketing function run). Non-program spend covers people, technology, agencies, data, and infrastructure. Most marketing leaders underestimate how large this category is and how…
A publicity campaign is a coordinated effort to generate media coverage, public attention, and earned awareness for a brand, product, or cause, without paying directly for placement. Done well, it amplifies your commercial message through credible third-party voices. Done poorly, it burns time, budget, and goodwill while producing nothing you can take to a board…
Marketing as a Service, or MaaS, is a model where a company outsources its marketing function, either in full or in part, to an external provider who operates as an embedded team rather than a traditional agency. Instead of hiring a retainer agency to execute specific deliverables, you bring in a provider who takes ownership…
AI in B2B marketing is changing how teams research buyers, create content, personalise outreach, and measure pipeline performance. But the technology is ahead of most teams’ ability to use it well, and the gap between what AI can do and what it is actually doing inside most B2B organisations is wider than the vendor decks…
Objectives and strategy are not the same thing, and confusing them is one of the most common reasons marketing plans fail to deliver. An objective is where you want to go. A strategy is the logic that determines how you get there. Without that distinction held clearly, you end up with plans that sound coherent…
Robert Cialdini’s six principles of persuasion, first published in Influence: The Psychology of Persuasion in 1984, remain some of the most cited ideas in marketing. Reciprocity, commitment, social proof, authority, liking, and scarcity describe real psychological tendencies that shape how people make decisions. The problem is not the principles themselves. The problem is how most…
Segment marketing is the practice of dividing a broad market into distinct groups of customers with shared characteristics, then tailoring your messaging, channels, and offers to each group rather than broadcasting a single message to everyone. Done well, it is one of the highest-leverage decisions in your go-to-market strategy. Done poorly, it is just an…
A stakeholder map is a structured tool that identifies everyone with influence over a project, decision, or programme, and plots them by their level of power and interest. In a marketing context, it tells you who you need to bring along, who you need to manage carefully, and who you can afford to keep at…
Online advertising platforms are the paid channels, including search, social, programmatic display, and video, that businesses use to reach target audiences and drive commercial outcomes. The major platforms include Google Ads, Meta Ads, LinkedIn, TikTok, Amazon Advertising, and programmatic networks such as The Trade Desk. Choosing the right combination depends on your audience, your funnel…
Multichannel marketing trends in 2026 are less about discovering new channels and more about deciding which ones you can actually afford to run well. The brands pulling ahead are not the ones present on every platform. They are the ones that have made deliberate choices about where attention lives, how channels interact, and what a…
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