Sandhya Shyam

AI isn’t going to take your job (unless you really want it to)! That was the key takeaway from the DMA (Data & Marketing Association) UK Customer Engagement Future Trends Report 2024 launch event in Bristol last month. If you’re not familiar with the annual report, it explores the trends in how organisations connect with their customers. This year, the report notes the growing influence of generative AI, how personalisation is getting a makeover in a post-cookie world and how in-person brand experiences still count. Check out our latest blog where we explore the possibilities of AI in the workforce, inspired by attending this event: https://lnkd.in/eZRGjf3j Are you already using AI day-to-day or are you still on the fence? Share your thoughts 👇 #GenAI #DMAFutureTrends #CustomerEngagement 🚀👩‍💻

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At B2B Ignite 2023, Antonia Wade, CMO of PwC, challenged the traditional marketing funnel, offering a new way for B2B marketers to think which accommodates the multitude of nuances in buyer behaviour. Ahead of B2B ignite 2024 on 3 July, you can now watch the session on-demand to learn how to reappraise channels and content according to buyer needs, and gain tips on assessing brand, gauging ROI, choosing/using tech and resetting your relationship with sales. Watch the session: https://okt.to/EVhQgx #b2bignite

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On April 30th, the Marketing Association and the B2B Special Interest Group hosted a dynamic panel discussion focused on ‘how to get ahead in B2B marketing.’ Our own Gavin Gilbert was part of this insightful panel. Gavin shared valuable insights on ensuring ROI and managing workload prioritisation, emphasising the importance of aligning strategies with company goals and highlighted the potential to drive tangible business outcomes and deliver measurable ROI. Get the full story here: https://hubs.ly/Q02yWmPq0 #Concentrate #MarketingAssociation #B2BMarketing #MarketingMeetup #IndustryInsights #B2Bpaneldiscussion

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New research from the Chartered Institute of Marketing revealed that 52% of marketers are concerned that the #artificialintelligence will overshadow parts of their jobs and hamper their personal development. Meanwhile, 61% believe they have the skill to adjust to the new technologies. https://lnkd.in/dr8-rAUM #worlddatasummit #dataanalytics #datascience #datagovernance #dataprivacy #customeranalytics #datainnovation #dataquality #bigdata #dataliteracy #opensource #businessanalytics #AI #dataanalysis

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Intrigued by what makes marketers tick? The latest issue of Catalyst from CIM | The Chartered Institute of Marketing explores this topic, featuring an interview with Henkel's Nikki Vadera and her refreshing perspective. *Editor's Letter: Finding Joy at Work. Morag Cuddeford-Jones, Editor of Catalyst, reflects on the importance of finding fulfillment in your career. She highlights the Easter break as a time to reflect on what brings you professional happiness, and uses herself as an example of someone who genuinely enjoys going to work. *Does Sex Still Sell? Catalyst questions the effectiveness of using sexuality in marketing campaigns. The article explores whether this tactic is still relevant in today's marketing landscape and examines alternative approaches. *Data Mavens and the Unsung Heroes of Marketing. The profile of Nikki Vadera sheds light on the lesser-known yet crucial role of data analysis in marketing success. Vadera discusses her passion for data and how it fuels her marketing strategies. Catalyst Magazine: A Rich Source of Marketing Insights. This issue promises a variety of thought-provoking articles beyond those highlighted here. The magazine encourages readers to share their thoughts and engage in discussions;   Comment below marketers what motivates you in your role!

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"One great thing I see for direct mail [and door drop], is that because it is disproportionately expensive, it should be disproportionately thoughtful and impactful [compared to digital]. If you have a reasonably high lifetime value in the case of conversion, then actually, the most efficient thing to do is not the cheapest. The most efficient thing to do is do that thing which has the highest possible rate of conversion." Loved watching this video from Marketreach with Rory Sutherland talking with Lis Blair - https://lnkd.in/e6BSg3di We all love door drop and direct mail here. Get in touch to see how we can create a campaign with the highest possible rate of conversion. https://lnkd.in/eznrzwwM #DoorDrop #DirectMail #ROI #MarketingEffectiveness

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A recent study by Twilio highlights the growing frustration and financial losses among UK consumers caused by time-consuming ‘Brandmin’ (brand administration tasks). 54% of customers feel frustrated, while 47% experience emotional distress due to brands burdening them with cumbersome administrative duties. On average, UK consumers are said to spend 45 minutes per week on brand admin, totaling over 1.5 days annually. Many abandon these tasks due to boredom and frustration, resulting in a loss of £95 per customer per year, amounting to a collective loss of £3 billion! https://lnkd.in/dV-kQXxA

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Transform your LinkedIn outreach with our powerful automation tool, enabling you to revolutionise your social selling and engagement 🤖 📈 Increase lead capture 🤖 Networking on autopilot 🤝 Strengthen candidate-client connections 🚀 Advanced targeted capabilities 💸 Boost revenue growth Explore the full range of benefits and features here ⬇️ https://ow.ly/syNW50RGOx6

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Pipeline quantity has always been high on Sales and Marketing teams' agendas, but persuading people to instead prioritise 'quality' requires a fresh look at some of the pivotal aspects of the campaign framework. In this episode of Unboxed, we draw on the extensive experience of Chris Blaik, Fractional CMO who's held Marketing leadership roles at Dell EMC, IBM, Oracle, and Sage, who chatted with Agent3's Chief Commercial Officer, Greg Salmon about factors which underpin a shift from an ‘MQL’ to an ‘MQA’ mindset - and how these ultimately drive greater conversion into revenue. Watch here -> https://hubs.li/Q02s-FwK0 #ABMatScale #B2Bmarketing #sales #marketinginsights

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If you are an agency working with Account-Based Marketing teams this course is designed with you in mind. There are still some places available on our next course starting June 5 . More details here https://lnkd.in/ejGUneUN #ABM #B2B #Marketing #Training #Partnership B2B Marketing

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Demand generation in #B2Bmarketing is about sparking curiosity and fuelling interest with a dynamic strategy that resonates with precision and purpose. In this short clip, BDB Consultant Francesca MacKenzie gives her top tips for a successful #demandgeneration strategy.

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The legacy of the Google Universal Analytics to GA4 changeover is that now an eye-watering number of SMEs across a variety of sectors are under-served in terms of data collection, measurement and insights... Businesses have been turning their analytics off completely and 5 years ago I couldn't have imagined anything worse but with the way Google has gone about this...who can blame them? #marketing #data #strategy #analytics #insights

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There are plenty of interesting articles to get your teeth into at the moment, here are our top 3 must-reads from the media and marketing space this week…   When do start-ups need to start investing in brand to avoid a plateau? This is reported in WARC, investigated by author and consultant Nigel Hollis who has collated the brand search data for a group of brands in the US. Interestingly he has pinpointed a time at around the 4 year mark, that represents a drop in the initial fast growth period and could be a starting point for more research to back up his findings and aid planning for new businesses in terms of a long term marketing strategy.   Commissioned by Thinkbox, Profit Ability 2: the new business case for advertising, found that the ROI of advertising increases from £1.87 to £4.11 per pound invested, when the longer term effects are included. There are fascinating insights per media type, with TV unsurprisingly accounting for 54.7% of the full advertising generated profit, and seeing a longer term payback than some other media. Definitely worth delving into the detail on this one.   And finally, the IAB UK and PwC Digital Adspend report highlights the 11% increase in digital ad spend last year with podcast advertising, CTV and social video seeing the most significant growth. The report provides some interesting statistics on the onward predicted growth in online spend and diversification of spends in response to the upcoming cookie changes.   All links are in the comments below, enjoy reading!

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Talk of AI is everywhere. Countless “10 ways to make marketing easier with AI” and “The best AI tools to optimise your workflow” articles - not to mention the constant talk of prompt engineering! In our latest blog, Dr Chris Endersby makes a case for a very different AI… and explains why we’re combining the two here at Firestarter to deliver the best results for our rebel-with-a-cause clients. Check it out! https://lnkd.in/d7p2y6Te #branding #entrepreneurship #ai #feedback #brandstrategy #Firestarter #blog

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Tony Miller, Chair of DMA (Data & Marketing Association) UK has noted that sluggish growth has constrained marketing budgets, increasing pressure on marketing departmentsand so feel that they have to constantly prove their worth. Read the full article here, where our editor explores why this slow growth pushes marketers to ask the question "should they step back to prove their worth?" - https://bit.ly/4c4SrjU

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📢 Ready to master the future of B2B marketing? Join our exclusive ‘Under the Lid’ webinar with Brave Bison's Eleanor Jones and Markel Direct's Paul Aveyard as they break down the most effective strategies for navigating today's complex B2B landscape. In this dynamic 30 minute session, you'll discover: 🔍 How B2B and B2C marketing are converging and what it means for you 🎯 Techniques to pinpoint your next B2B customer 🧩 Strategies for balancing dual audience targeting 🤖 The transformative power of AI in B2B marketing 🚀 Emerging trends that will redefine the industry Gain insights from the experts and elevate your marketing game. Don't miss out on this opportunity to stay ahead of the curve! Register for the webinar 👉 https://lnkd.in/g6MVQ9ip

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New research from YouGov is an eye opener…   ➡️ 56% of UK marketers still unfamiliar with ad targeting methods beyond third-party cookies (contextual, 1PD)   ➡️ A further 10% were ‘unsure’ whether they familiar or not   ➡️ 48% still not even sure when they’ll be ready for a cookieless internet   The good news:   Solutions are emerging to both of marketers' main concerns - how to reach target audiences (41%) and how to measure campaign effectiveness (39%) without cookies.   And if you’re one of the 56% (or is that 66%?) who just needs a crash course in the basics - what is advanced contextual targeting? How does it tap into intent? Or simply how does it actually work? Please do get in touch.   Link to research: https://lnkd.in/eQbwzyRZ

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