What is account-based marketing?
Account-based marketing is a targeted B2B strategy focused on specific high-value accounts rather than broad audiences.
Why account-based marketing is important
It aligns sales and marketing, concentrates effort where it actually drives revenue and stops you wasting budget on low-value leads.
How I can help with account-based marketing
I build ABM plans, target account lists, outreach sequences and content that gets senior decision-makers to respond.
Where I’ve done it before: I’ve delivered ABM for private equity-backed consultancies, EdTech scale-ups and national service businesses targeting enterprise accounts.
What is an awareness campaign?
An awareness campaign is a structured marketing effort to get your brand seen, recognised and remembered by the right audience.
Why an awareness campaign is important
If people don’t know you exist, your sales pipeline will always struggle, no matter how strong your product or service is.
How I can help with awareness campaigns
I create multi-channel awareness strategies that get you visible quickly, without burning through your budget.
Where I’ve done it before: I’ve run awareness campaigns for B2B and B2C brands, universities, digital health companies, EdTech firms and professional services.
What is attribution in marketing?
Attribution is how you work out which marketing activity actually drove a lead, sale or conversion.
Why attribution is important
Good attribution stops you repeating things that don’t work and helps you scale the activities that genuinely produce results.
How I can help with attribution
I design attribution models, dashboards and reporting so you know precisely what’s working and what isn’t.
Where I’ve done it before: I’ve built attribution frameworks for SMEs, scale-ups and marketing teams needing clearer commercial reporting and ROMI.
What is audience segmentation?
Audience segmentation is dividing your market into smaller groups based on things like needs, behaviour, industry or size.
Why audience segmentation is important
Segmentation lets you focus your message and budget on the people most likely to buy from you.
How I can help with audience segmentation
I segment your audience, define priority groups and build tailored messaging and campaigns for each.
Where I’ve done it before: I’ve created segmentation models for education, digital health, franchising, professional services and B2B consultancies.
What is A/B testing?
A/B testing compares two versions of a page, ad or email to see which performs better.
Why A/B testing is important
It takes the guesswork out of optimisation and lets data guide your decisions.
How I can help with A/B testing
I plan and run A/B tests on landing pages, ads and emails to systematically improve performance.
Where I’ve done it before: I’ve used A/B testing to improve conversion rates for service businesses, tech platforms and education providers.
What is an acquisition funnel?
An acquisition funnel is the set of steps a new prospect takes from discovering you to becoming a first-time customer.
Why an acquisition funnel is important
A clear, well-designed funnel helps you attract, warm up and convert more of the right people.
How I can help with your acquisition funnel
I map and optimise your acquisition funnel so more of your marketing activity turns into real customers.
Where I’ve done it before: I’ve built and refined acquisition funnels for SMEs, agencies, consultancies and online education products.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is brand positioning?
Brand positioning is how your business is perceived versus alternatives in the market.
Why brand positioning is important
Strong positioning filters out the wrong customers, attracts higher-value ones and stops you being seen as “just another option”.
How I can help with brand positioning
I run positioning workshops and develop clear, differentiated messaging that your team can actually use.
Where I’ve done it before: I’ve positioned brands in digital health, EdTech, legal services, property, education and consultancy sectors.
What is a brand story?
Your brand story is the narrative behind your business – who you are, what you stand for and why customers should care.
Why a brand story is important
People buy from brands they trust and connect with emotionally. A strong story makes you memorable and referable.
How I can help with your brand story
I craft brand stories that build credibility and give you a clear, consistent way to talk about your business across all channels.
Where I’ve done it before: I’ve written brand stories for start-ups, universities, agencies, and companies going through acquisitions, pivots and relaunches.
What is bounce rate?
Bounce rate is the percentage of users who land on your site and leave without taking any meaningful action.
Why bounce rate is important
A high bounce rate usually means your page isn’t engaging, fast enough or aligned to what visitors expected to see.
How I can help with bounce rate
I analyse visitor behaviour, fix UX issues, tighten messaging and improve conversion paths so more people stay and act.
Where I’ve done it before: I’ve reduced bounce rates across websites in professional services, EdTech, digital health and e-commerce.
What is a buyer persona?
A buyer persona is a semi-fictional profile of your ideal customer based on real data and insight.
Why a buyer persona is important
Personas help you focus your messaging, content and offers on the people most likely to buy and get value.
How I can help with buyer personas
I develop practical buyer personas that guide your content, campaigns and sales conversations.
Where I’ve done it before: I’ve created personas for universities, consultancies, tech companies, franchises and SMEs in multiple sectors.
What is brand messaging?
Brand messaging is the core set of phrases, statements and proof points you use to talk about your business.
Why brand messaging is important
Clear, consistent messaging makes it easier for customers to understand you – and for your team to sell you.
How I can help with brand messaging
I create messaging frameworks that cover your elevator pitch, value proposition, proof points and key messages.
Where I’ve done it before: I’ve built messaging for consultancies, SaaS products, universities, agencies and professional service firms.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is a call to action?
A call to action (CTA) is the instruction that tells your audience what to do next – book a call, download, sign up or buy.
Why a call to action is important
Without a clear CTA, people do nothing. Confused or weak CTAs kill conversion and waste traffic.
How I can help with your calls to action
I rewrite weak CTAs, test alternatives and make sure every touchpoint drives a clear, simple action.
Where I’ve done it before: I’ve improved CTAs across landing pages, ads, emails and LinkedIn campaigns for clients in multiple industries.
What is content marketing?
Content marketing is creating helpful, valuable content that attracts, nurtures and converts your target audience over time.
Why content marketing is important
Good content builds trust, boosts visibility, feeds SEO and delivers long-term inbound growth without relying only on ads.
How I can help with content marketing
I build content strategies and produce high-quality content that opens doors, starts conversations and generates leads.
Where I’ve done it before: I’ve led content programmes for SMEs, tech firms, universities and global professional service brands.
What is conversion rate optimisation?
Conversion rate optimisation (CRO) is improving your website or funnel so more visitors become leads or customers.
Why conversion rate optimisation is important
With good CRO, you can significantly increase revenue from your existing traffic without increasing your marketing spend.
How I can help with CRO
I run CRO audits, A/B tests, UX improvements and landing page rewrites to improve your conversion rate.
Where I’ve done it before: I’ve delivered CRO improvements for B2B service businesses, EdTech platforms and local SMEs needing better ROI.
What is a customer journey?
The customer journey is the full experience someone has with your brand – from first impression to long-term loyalty.
Why the customer journey is important
If the journey is confusing, slow or full of friction, you lose leads and repeat business, even if your product is strong.
How I can help with your customer journey
I map your customer journey, identify gaps and redesign it for clarity, simplicity and conversion.
Where I’ve done it before: I’ve rebuilt journeys for consultancies, education providers, franchise businesses and online service brands.
What is customer lifetime value?
Customer lifetime value is the total revenue you expect from a customer over the full length of your relationship with them.
Why customer lifetime value is important
Knowing CLV helps you decide how much you can sensibly spend to acquire and retain customers.
How I can help with customer lifetime value
I help you calculate CLV, then design strategies to increase it through better retention, upsell and cross-sell.
Where I’ve done it before: I’ve used CLV thinking to guide strategy for subscriptions, service retainers and long-term education and consultancy contracts.
What is a campaign strategy?
Campaign strategy is the plan behind a specific marketing push – who it’s for, what you’re saying, which channels and what success looks like.
Why a campaign strategy is important
Without a clear strategy, campaigns become random activity that’s hard to measure and even harder to repeat.
How I can help with campaign strategy
I design campaign strategies that tie straight back to your commercial goals and capacity.
Where I’ve done it before: I’ve planned and executed campaigns for digital health, EdTech, higher education, franchising and professional services businesses.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is demand generation?
Demand generation is marketing activity that creates awareness, interest and intent before someone is actively ready to buy.
Why demand generation is important
It feeds your future pipeline and creates long-term growth, instead of only chasing people who already have a budget today.
How I can help with demand generation
I build demand generation strategies, content ecosystems and visibility plans that keep you in front of the right people over time.
Where I’ve done it before: I’ve delivered demand gen for EdTech companies, digital health organisations, B2B consultancies and professional service firms.
What is digital PR?
Digital PR uses stories, coverage and backlinks to increase authority, visibility and search rankings.
Why digital PR is important
It boosts trust, improves SEO and positions your brand as a credible expert in your space.
How I can help with digital PR
I create newsworthy stories, thought leadership angles and campaigns that secure coverage with relevant publications.
Where I’ve done it before: I’ve delivered PR and thought-leadership campaigns in education, consultancy, digital health and SME sectors.
What is demand capture?
Demand capture focuses on people who are already searching for what you offer and are close to buying.
Why demand capture is important
It captures short-term wins and fast-moving leads who are actively looking for a solution like yours.
How I can help with demand capture
I optimise PPC, SEO, landing pages and sales journeys so you show up strongly when people are ready to buy.
Where I’ve done it before: I’ve run high-converting demand capture for legal, property, consultancy and tech clients.
What is data-driven marketing?
Data-driven marketing uses evidence and metrics to guide decisions instead of gut feel alone.
Why data-driven marketing is important
It helps you double down on what works, kill what doesn’t and justify your spend.
How I can help with data-driven marketing
I define the right metrics, set up tracking and build simple dashboards that keep everyone focused on the numbers that matter.
Where I’ve done it before: I’ve led data-driven marketing in senior roles and as a fractional CMO across multiple sectors, with clear reporting into leadership teams.
What is display advertising?
Display advertising uses banner-style ads across websites, apps and platforms to build awareness and sometimes drive direct response.
Why display advertising is important
Used well, it can keep you visible to your target market and support wider campaigns.
How I can help with display advertising
I make sure display activity supports your overall strategy, with clear targeting, creative and measurement.
Where I’ve done it before: I’ve overseen display campaigns as part of integrated marketing plans for education, consultancy and service-based businesses.
What is a discovery call?
A discovery call is a short conversation to understand a prospect’s situation, needs and whether there’s a good mutual fit.
Why a discovery call is important
It sets the tone for the relationship and stops you wasting time with the wrong people.
How I can help with your discovery calls
I help you structure discovery calls, so you ask the right questions and move qualified prospects forward confidently.
Where I’ve done it before: I’ve run hundreds of discovery calls myself and helped founders and sales teams improve their approach in consultancy, tech and services.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is engagement rate?
Engagement rate measures how much people interact with your content – likes, comments, shares, clicks and saves.
Why engagement rate is important
High engagement means your message is landing and your audience actually cares what you’re saying, not just scrolling past.
How I can help with engagement rate
I create content and posting strategies, especially on LinkedIn, that generate genuine conversation and relationship-building.
Where I’ve done it before: My LinkedIn coaching and content strategies have boosted engagement for founders, marketers and business owners across multiple sectors.
What is email marketing?
Email marketing is sending targeted, relevant messages to your audience through email to nurture, educate and convert.
Why email marketing is important
Done properly, email remains one of the highest ROI marketing channels – low cost, high impact and easy to measure.
How I can help with email marketing
I build email strategies, write sequences and set up automations that support your wider marketing and sales activity.
Where I’ve done it before: I’ve delivered email programmes for universities, consultancies, professional services and EdTech firms.
What is evergreen content?
Evergreen content is content that stays relevant and useful over a long period, rather than being tied to a specific date or trend.
Why evergreen content is important
It keeps driving traffic, leads and backlinks long after you’ve created it.
How I can help with evergreen content
I plan and create evergreen assets such as guides, glossaries and pillar articles that keep paying off over time.
Where I’ve done it before: I’ve built evergreen content libraries for education, digital health and professional services, driving long-term organic results.
What is experiential marketing?
Experiential marketing uses in-person or interactive experiences – events, workshops, demos – to connect with your audience.
Why experiential marketing is important
It can create stronger emotional connection and word of mouth than online activity alone.
How I can help with experiential marketing
I help design workshops, events and in-person activations that fit into a wider marketing and sales strategy.
Where I’ve done it before: I’ve designed and delivered in-person training, LinkedIn workshops and event strategies for coworking spaces, universities and SMEs.
What is an editorial calendar?
An editorial calendar is a simple plan of what content you’ll publish, where and when.
Why an editorial calendar is important
It keeps you consistent, avoids last-minute panic and makes sure content supports your wider goals.
How I can help with your editorial calendar
I build editorial calendars for LinkedIn, blogs and email that are realistic for your team to deliver.
Where I’ve done it before: I’ve created and managed editorial calendars for agencies, consultancies, universities and solo founders trying to stay consistent online.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is a marketing funnel?
A marketing funnel is the set of stages someone goes through from first hearing about you to becoming a customer.
Why a marketing funnel is important
A clear funnel helps you diagnose where people drop off, improve the experience and increase conversion at each stage.
How I can help with your funnel
I audit, optimise and rebuild funnels so more people move smoothly from awareness to consideration to purchase.
Where I’ve done it before: I’ve rebuilt funnels for B2B service businesses, consultancy brands, education providers and internal marketing teams.
What is a fractional CMO?
A fractional CMO is a part-time senior marketing leader who provides strategy, leadership and direction without the cost of a full-time hire.
Why a fractional CMO is important
You get expert-level guidance, accountability and decision-making at a sensible budget – ideal for SMEs and growing businesses.
How I can help as your fractional CMO
I act as your fractional CMO, leading strategy, prioritising activity, upskilling your team and keeping everything commercially focused.
Where I’ve done it before: I’ve served as a fractional marketing leader for SMEs, consultancies and companies needing senior expertise without full-time overheads.
What is full-funnel marketing?
Full-funnel marketing covers activity at every stage of the funnel – awareness, consideration and conversion – rather than only one part.
Why full-funnel marketing is important
It keeps your pipeline healthy by balancing short-term wins with long-term demand building.
How I can help with full-funnel marketing
I design full-funnel strategies that make sure you’re visible, memorable and easy to buy from at every stage.
Where I’ve done it before: I’ve led full-funnel plans in-house and as a consultant across digital health, EdTech, education and professional services.
What is marketing forecasting?
Marketing and revenue forecasting estimates future results based on past data and planned activity.
Why marketing forecasting is important
It helps you set realistic targets, budgets and expectations – and avoid nasty surprises.
How I can help with forecasting
I work with your sales and finance leads to link marketing activity to sensible forecasts.
Where I’ve done it before: I’ve contributed to forecasting and board-level reporting in senior marketing roles and fractional CMO engagements.
What is first-party data?
First-party data is information you collect directly from your audience – such as website behaviour, email data and CRM records.
Why first-party data is important
It’s more reliable than third-party data and becomes more valuable as privacy rules tighten.
How I can help with first-party data
I help you collect, organise and use first-party data to improve targeting, messaging and measurement.
Where I’ve done it before: I’ve worked with CRMs and marketing data across consultancies, universities, digital health and professional service firms.
What is a freemium model?
A freemium model offers a free version of a product with paid upgrades for extra features or usage.
Why a freemium model is important
It can drive rapid user growth and warm up a big base of potential paying customers.
How I can help with your freemium model
I help you position the free vs paid split, design upgrade journeys and align the model with your revenue goals.
Where I’ve done it before: I’ve advised EdTech and digital product businesses on free trials, freemium approaches and upgrade journeys as part of wider go-to-market plans.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.
What is a go-to-market strategy?
A go-to-market (GTM) strategy is the structured plan for launching a new product or service into the market.
Why a go-to-market strategy is important
A strong GTM strategy increases visibility, reduces risk and helps you make the most of the launch window.
How I can help with your go-to-market strategy
I build commercial GTM plans covering positioning, channels, messaging, content and activation.
Where I’ve done it before: I’ve delivered GTM plans for EdTech launches, digital health products and consultancy service lines.
What is growth marketing?
Growth marketing is a test-and-learn approach focused on scaling quickly and efficiently using experiments, data and iteration.
Why growth marketing is important
It prioritises what works, cuts what doesn’t and helps you grow faster without throwing money at random tactics.
How I can help with growth marketing
I create growth plans, design experiments and optimise performance across channels, always tied back to commercial outcomes.
Where I’ve done it before: I’ve implemented growth strategies across B2B, B2C, digital health, EdTech and service businesses.
Ready to take your business to the next level? Drop me a line to schedule a free consultation and learn more about my services.