Brand consistency issues hinder marketers’ ability to tackle customer experience
Almost two in three marketers have expanded their responsibilities beyond marketing to include managing the customer experience but the same proportion still struggle to meet basic brand governance...
Productivity issues drive mainstream brands to try agile marketing
Agile transformations are back in vogue in business, it seems, with big companies taking to the media to talk publicly about how agile they’ve become. While ‘Agile’ was historically practised by...
Is the growth of martech shrinking our marketing capability?
“Data is sending us all crazy.” A recent direct quote from the top marketer at one of the UK’s most prestigious consumer brands.As we’re all diligently locked into the process of designing the...
When was the last time you saw the whites of your customers’ eyes?
How many layers are there in the decision making process that drives your marketing activity? Do you rely on a complex marketing technology stack to the point where it’s become a surrogate or proxy...
Episode 4: Marketing needs a new operating system
She’s been dubbed by Campaign magazine as a genuine trailblazer, whose “blend of refreshing honesty and practical insight is genuinely inspiring”. Two years on, Amelia Torode shows no sign of slowing...
Outlook cloudy with a chance of thunder for CX marketers
Customer experience has arguably been the marketing movement of the past decade with 2 in 3 marketers reporting they or their team are now responsible for managing it, but what’s the outlook for...
Episode 3: The tyranny of choice in the B2B martech stack
B2B marketing is gaining momentum unlike ever before, with organisations across the globe harnessing technology to inject innovation into their business. When it comes to choosing that technology...
9 Tips for Getting a Better Return from your Martech Investment
A former colleague returned from an international secondment with his employer recently to find the local marketing team had invested in a number of new martech tools while he was away, none of which...
Episode 2: Claw back the cost of your marketing complexity
In 2019 marketing has become convoluted, over-elaborate and confused. For marketers increasingly grappling to join all their activity together to demonstrate value, the struggle is all too real.Yet...
Episode 1: Breathing the customer back into your brand
With more than two decades of marketing experience at the helm of one of Britain’s most loved brands, British Airways, there isn’t much that Abigail Comber doesn’t know when it comes to building a...
