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Prove Marketing ROI to Your Board | Somebody Digital
KEY TAKEAWAYS Say “data monetisation”, not “analytics”: Reframing measurement from analytics (sounds like IT) to data monetisation (sounds like growth) changes how boards respond to budget requests. Bring questions, not capabilities:Ask the board specific unanswered questions (e.g. “what would another $500k in budget generate?”) rather than abstract capability arguments. Beware
What a Field CTO Actually Wants From B2B Tech Marketers
KEY TAKEAWAYS By the CTO, it’s too late: Enterprise tech adoption usually starts bottom-up (shadow IT) — by the time a CTO is formally involved, marketing pitched at that stage has already missed. Aim below the C-suite:Target one or two levels down (technical leads, heads of architecture, integration, analytics) —
Build a Bigger Tent: What the B2B Buyer Journey Really Looks Like From the CEO’s Seat
KEY TAKEAWAYS The journey is mostly invisible: B2B buyers spend only ~17% of buying time meeting suppliers (Gartner) — the rest happens through peers, community, and thought leadership, so linear funnel thinking misreads it. Committees, not contacts:The average buying committee has 6–10 stakeholders, and senior execs screen unknown numbers —
Why Your B2B AI Marketing Strategy Should Start With Workflows, Not Content
KEY TAKEAWAYS The gap is the leverage: 81% of B2B marketers use AI for content, but only 19% have built it into workflows — that gap is where the real leverage sits. Map before you automate:AI can’t automate an undocumented process — map every step, trigger, handoff, and output dependency
The 90-Day Turnaround: A Framework for New B2B Marketing Leaders
KEY TAKEAWAYS The new-CMO paradox: Hired for long-term strategy but held accountable for near-immediate revenue and pipeline results, with average CMO tenure just 40 months. CRO is the quickest win:Optimising landing pages, messaging, and the marketing-to-sales handoff drives revenue from existing traffic — no extra ad spend. Report to revenue
Unlocking Performance with Creative: A B2B CMO’s Guide to High-Impact Campaigns
KEY TAKEAWAYS B2B’s most under-optimised lever: Creative is second only to CRO as an untapped performance lever (per John Wilkes) — most B2B creative is generic and forgettable. One solution, many personas:A single solution often needs to speak to 6–10 different buying-committee personas, so audience-centric messaging matters more than it
From MQLs to Revenue: How to Build a Marketing Dashboard That Your CEO Will Love
KEY TAKEAWAYS The MQL is dead: Measure to revenue instead (John Wilkes) — a revenue-linked dashboard builds executive buy-in and forces sales/marketing alignment around one shared goal. Map the full funnel:MQL → SAL → SQL → Opportunity → Closed-Won → Revenue, visualising flow-through and conversion rates at each stage. Don’t
The Quickest Win: Why CRO Should Be Your First Move as a New CMO
KEY TAKEAWAYS The highest-impact first move: CRO converts more of the traffic you already have — no extra ad spend needed. Small lifts compound fast:Going from 2% to 4% conversion doubles output from the same traffic; even 2.5% to 3% can add millions to revenue. Broader than button tweaks:CRO covers
Beyond the Horizon: How to Market to the Modern C-Suite
KEY TAKEAWAYS Pitch at the right altitude: CEOs operate at satellite level (vision), CTOs/CPOs at helicopter level (roadmap fit), VPs at foreman level (execution) — technical detail wastes a CEO outreach. AI builds their shortlists:CEOs increasingly use AI tools (Claude, Gemini) to generate vendor shortlists — the output is only
What B2B Marketers Get Wrong About the CEO’s Role
KEY TAKEAWAYS CEOs delegate the evaluation: They set strategic direction and end goals, then hand tool evaluation to subject-matter experts (CMOs, CFOs, GMs) — they aren’t the decision-maker for every tool. An undefined footprint means no shortlist:CEOs use AI to shortlist vendors by analysing websites, portfolios, and social content —