Marketing has a broad remit. From 5 year strategy to presentation decks for this afternoon. It all sits under the marketing umbrella. The key to doing it all well is strategy.

Step-by-step slides on best practice for measuring and evaluating the business impact of using awareness as the air cover for your other growth initiatives like demand gen and driving quality leads into the pipeline.

If you’re in B2B SaaS and you’re looking to enter a new geo please don’t hire a sales team, spend on PPC or LinkedIn or event sponsorships until you’ve done a bit more than looked at the TAM and CAGR in market and thought “that looks good!”

I’ve created a downloadable guide based on best practices for folks who are tasked with new market entry but aren’t sure where to start.

Here’s a useful calculation I found to help start to understand the impact of deadline slippage. It can be tailored for your own business specifics or types of campaigns. I’ve put in dummy numbers to illustrate.

There’s a vicious cycle in B2B marketing where being “data-driven” is actually a growth inhibitor because you only see through the narrow peep hole and miss the broader view. Narrow data gives a false sense of confidence, which often results in an underinvestment in brand credibility and reputation building.