Here’s my thinking on what the Head of Marketing in 2017 looks like …
The Head of Marketing in 2017 ….
… Is a visionary
They are clear about their vision, can see it, touch it, hear it, even smell it. They have a laser-beam focus on their marketing vision and a confidence they will achieve it. They are not alone, they engage their team with their vision and instil a collective focus on achievement. Their leadership is agile, robust and passionate. Interestingly they don’t mind if they aren’t the centre of attention.
… Is transparent and open
They are as comfortable with sharing successes as well as disappointments. They try new things and are willing to admit if it doesn’t quite work out as they had hoped. They learn quickly. They are proactive about sharing success, creating and circulating insights that add value.
With so much available to the modern day marketer, (channels, systems, platforms, reporting to name a few) the Head of Marketing in 2017 is certainly brave. They don’t stick with what they’ve always done, they are open to new ways of marketing and influencing. They are rational in their decision making. They look at results and effectiveness to move quickly. They aren’t afraid to try a new channel, be the first in their industry to try something different or to drive and implement a bold and challenging creative idea.
… is a champion of customers
Being customer-centric means they know their audience intimately, they are familiar with personas, they segment, they know what customers like and don’t like. They listen. And they act. They recognise that good old-fashioned marketing values are still as relevant as ever in today’s technology-rich world.
… is in harmony with sales
Their work empowers their sales colleagues with rich lead information and personalised content marketing. They are leading and facilitating regular conversations about brand values, lead generation, customer experience and results.
They are a friend of sales and consider themselves part of the sales team.
… is future focussed
They are constantly asking what’s next? With so much on offer, they are constantly researching, evaluating, and horizon scanning for what’s next. They are armed with all the right information to roll with the latest trend if they choose to. They know how the latest ideas can impact their own strategy and tactics.
There has never been a more diverse, exciting and challenging time to be Head of Marketing.
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content