A buyer persona built on stereotypes gives your campaign a weak start
Build buyer personas from decision roles, triggers, real questions and evidence. Includes an audience research ledger and a hypothetical service example.
Positioning and value proposition answer two different buyer questions
Compare positioning and value proposition by the decisions they support. Includes a hypothetical service example, message hierarchy and evidence checks.
The research worth doing before a campaign becomes a creative brief
Research a campaign before briefing creative. Combine enquiries, interviews, competing offers and public information while separating evidence from assumptions.
A marketing report should help leadership choose what happens next
Create a leadership marketing report around delivery, spend, enquiry quality and next decisions. Includes a report structure and a hypothetical example.
Why two marketing platforms can claim the same enquiry
Understand why marketing platforms can credit the same enquiry differently. Includes a hypothetical journey and a practical attribution reconciliation sequence.
Several channels are running. Is the customer experience connected?
Compare multichannel and omnichannel marketing through real service handovers. Includes a hypothetical journey and a practical way to connect the next step.
The campaign brief that saves a good idea from repeated revisions
Create a campaign brief connecting objectives, audience, offer, evidence and approvals. Includes a reusable template and a hypothetical completed example.
A long buying cycle needs useful evidence between the sales calls
Support a long B2B buying cycle with stakeholder answers, useful evidence and appropriate follow-up. Includes an evidence map and a hypothetical example.
Quality Score is a clue. Know what it can tell you about Google Ads
Use Google Ads Quality Score to investigate ad relevance and landing-page experience, while keeping business outcomes and conversion definitions separate.
The negative keyword that removes the wrong search can also remove the right one
Review negative keywords by query intent, match type and service scope so irrelevant searches are excluded without casually removing suitable opportunities.
