A product qualified lead (PQL) is a prospect who has already used your product and demonstrated, through their behaviour, that they are ready to buy. Unlike a marketing qualified lead scored on downloads and email opens, a PQL has shown intent through action: they have hit a usage threshold, activated a key feature, or repeatedly…
A sales enablement team is the internal function responsible for equipping sales with the content, training, tools, and processes they need to move buyers through a purchase decision. Done well, it sits at the intersection of marketing and sales, reducing friction, shortening cycles, and improving conversion without adding headcount to the front line. Most companies…
B2B direct mail marketing is the practice of sending physical materials, such as letters, packages, or dimensional mailers, directly to business decision-makers with the intent to generate leads, open doors, or accelerate pipeline. Done with proper targeting and a clear commercial objective, it outperforms most digital channels on response rate and memorability, particularly in high-value,…
SaaS customer success is the function responsible for ensuring customers achieve the outcomes they were promised when they bought your product. Done well, it reduces churn, expands revenue, and builds the kind of relationship where renewal is a formality rather than a negotiation. Done poorly, it becomes an expensive support layer dressed up with a…
An internal company newsletter is a regular communication sent to employees that shares updates, recognises achievements, and keeps teams aligned on business priorities. Done well, it is one of the cheapest and highest-return communication investments a business can make. Done poorly, it is a weekly reminder that leadership does not know what employees actually care…
SaaS competitive analysis is the process of systematically evaluating your competitors’ positioning, messaging, pricing, product, and go-to-market strategy to identify where you can win, where you are vulnerable, and where the market is underserved. Done well, it shapes everything from product roadmap to campaign messaging. Done poorly, it produces a slide deck that gets presented…
B2B lead scoring criteria are the attributes and behaviours you assign point values to so your sales team knows which leads to call first and which to leave in nurture. Done well, a scoring model cuts wasted outreach, shortens sales cycles, and gives marketing a language that revenue teams respect. The challenge is that most…
Social media is an important part of inbound marketing because it extends your reach to audiences who are not yet looking for you. Where search captures existing intent, social creates it. Done well, social media builds the awareness, trust, and familiarity that makes every other channel work harder downstream. That distinction matters more than most…
A team SWOT analysis is a structured method for evaluating a marketing team’s internal strengths and weaknesses alongside the external opportunities and threats that shape its performance. Unlike a business-level SWOT, it focuses specifically on the people, skills, processes, and dynamics within a team, making it one of the most direct tools for connecting organisational…
Outsourcing your marketing team means contracting external specialists, agencies, or fractional leaders to handle some or all of your marketing function rather than building it entirely in-house. Done well, it gives you access to senior capability without the overhead of a full internal team. Done poorly, it gives you activity without accountability and spend without…
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