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Having held various roles within marketing departments, from Independent Contributor to Head of Marketing one theme is consistent. Every high-performing marketing function has the same four pillars:   ⭐ 𝐂𝐥𝐚𝐫𝐢𝐭𝐲 & 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 Teams move faster (and better) when they know where they’re going. Clear goals are crucial to ensuring your team is focusing on the right things that will drive the business forward.   ⭐ 𝐒𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 & 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 Without struct

Growth marketing implements a data-driven approach to business growth, so having clear KPIs and measurable metrics is key to your success.  As a growth marketer, 5 metrics you should be tracking are:  ✅ CAC  ✅ LTV  ✅ Conversion Rate  ✅ Churn Rate  ✅ Marketing ROI These will give you a clear view of efficiency, retention, and profitability—helping you scale smarter and faster. Check out below for more info, as well as some formulas 📈 you can add to your toolkit ⛏️. Customer A

Is it even a lead if you don’t nurture them? Generating leads isn’t enough, it’s only the beginning. The real success comes from nurturing those leads—building trust, providing value, and guiding them toward a confident purchasing path.  So let’s break it down a bit.  What happens when you don’t nurture a lead? Leads Go Cold Without consistent engagement, prospects lose interest quickly. Even if they were initially curious, they may forget about your brand and turn their atte

Demand Generation vs. Lead Generation — they’re not the same, but they work together to fuel growth. Simply put:  👉 Demand Gen builds awareness and interest. 👉 Lead Gen captures that interest and converts it into action. Both are essential to a healthy marketing strategy. The key is knowing when to focus on each and how to measure success. Demand Generation Definition Create demand and build a receptive audience for your brand, product, or service.  Lead Generation Definiti

Search is evolving — and so should your strategy. 📈   While SEO focuses on ranking high in traditional search results, AEO (Answer Engine Optimization) is all about delivering direct, concise, AI-ready answers for voice assistants and AI-powered search tools.   💡 This shift means marketers must think beyond keywords and start structuring content so machines — not just humans — can easily understand and deliver it. Here is a quick reference on SEO vs AEO. Are you optimizing

Understanding the difference is important when determining strategies that are looking for short term wins vs long term gains.  Performance marketing is a results-driven strategy that prioritizes immediate, measurable outcomes, often through paid channels. Growth marketing, on the other hand, takes a more holistic, long-term view, focusing on the entire customer lifecycle, emphasizing customer retention, engagement, and sustainable growth through experimentation and data anal

If you are like me and have been in roles where lead generation is a focus, this line may some familiar: “Brand awareness is not a priority, we need to generate leads”.  To a traditional marketer who truly values full funnel marketing, this hits like a punch in the stomach. Brand awareness is not a nice to have, but a need to have to generate quality leads no matter what industry you are in. Otherwise you risk collecting a bunch of leads that you can’t use.  I truly believe t

You develop a marketing campaign 🎉. It’s amazing. It’s grounded in all kinds of insight, it aligns to business goals, everyone is excited about it and you launch your digital ads in market.  Then 6 weeks in… they fail👎 The ads aren’t performing well. You aren’t getting conversions, you are spending precious ad dollars on something that isn’t converting and it’s safe to say your ROI isn’t there.  So what do you do now? And how do you avoid getting into this situation?  Here

Put out lots of content and it should help your social goals, right? Not always. Many forget the key element in social media IS social. If you really want to ramp up your business on social media, keep in mind that audiences engage with brands differently than content creators or those they deem authentic, so you need to work a bit harder as a brand and put community first.  Here are some key tips to getting social on social media as a business:  Speak to your audience with w

Understanding your customer doesn’t happen overnight but it is the most important foundation to a successful and effective  marketing campaign. Starting your marketing efforts through Customer Journey mapping, will help ensure you are designing your campaigns with your customer in mind.   Here are some steps to help you get started.  Define your goals Questions to ask yourself: Are you looking to sell a product or service? What does success look like? Do you have revenue targ

As a marketer you mostly have been asked (or will be) to define and report KPIS on your ad campaigns.  If you are new to marketing or a non-marketer trying to make sense of these terms and acronyms here’s some key terms you need to know.  Impressions This is how many times your ad has been seen. They may have seen it once or multiple times by the same person, but can often gets confused with Reach. Most often impression numbers will be higher than reach as you account for peo

Email is a powerful tool to nurture your audience frequently. It's where you can tell your brand story, showcase thought leadership and get the word out about your products/services on a regular basis.  When adding to your marketing program, it’s important to set realistic expectations, so you can leverage the power of email in the best way possible and present success metrics to senior leadership. Let's address some common myths and lay them out. 1 . If I send it to everyone