Category: Scaling
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Selling to the Boss
1. Awareness — How many SDMs are aware of your brand? The first question for any marketing team is simple but fundamental: who actually knows we exist? Awareness is about building mental availability among senior decision-makers (SDMs) — the people who influence budgets, sign contracts, or shape vendor lists. To grow awareness: The goal isn’t…
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Security risks of various AI tools
I started doing some manual research into the security risks with different AI tools. But then I thought, why not get the AI to do it for me? So that’s what I did. Once again I am very impressed… 1. Data Privacy and Confidentiality 2. Phishing and Social Engineering 3. Malicious Prompt Injections 4. Data…
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Scaling from SMBs to the Enterprise – a 10-Point Plan
I’ve had this conversation about 6 times in the last year – how can you scale from selling to small businesses (SMBs), up to Enterprise organisations? What are the marketing challenges? What’s necessary, what’s nice-to-have, and what’s a red herring? This is something we’ve done incredibly well at Redgate over the last five years (from…
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How We Grew Marketing Sourced Pipeline by 20% in One Quarter
We’re about to go into our quarterly review period at Redgate. We don’t just run QBRs, we also run reviews across all parts of the business. These are a chance to examine the last three months – what worked? What’s going well? What’s not going well and needs fixing? All part of a strong agile…
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Join a Scaleup to Scale Your Career
It’s hard getting ahead in Marketing. It’s a discipline changing every year (certainly true of 2020), it covers an enormous breadth of disciplines which need a great variety of skills and it’s notoriously difficult to prove the impact of your work. So what can you do to give yourself the best chance of success? Of…
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Focus on Marketing Effectiveness to Scale Up
Here’s a very non-theoretical problem – you’ve got two ways of spending some digital marketing budget, either a) LinkedIn advertising, or b) Facebook advertising. The former works pretty well, you manage to calculate a return of $1.50 for every dollar you spend. The Facebook adverts are more effective though – a return of $1.80 for…
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Why HR is the Most Important Department in your Business
Surely not!? Surely it’s the Marketing department (I am a marketer after all)? Or maybe Sales, maybe Engineering, maybe Customer Support. But no, I want to argue that getting HR right is one of the step changes you can make to a business, with far broader impact than any of the areas listed above. There…
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Five Myths About The Marketing Revenue Engine
I love the book Rise of the Revenue Marketer. In it Debbie Qaqish describes the need for a change program to move your marketing department from being a cost centre (“We’re not sure what marketing do, but we need them to do the brochures”), to a revenue centre (“They’re responsible for generating a significant proportion of our company’s…