B2B marketing roles are changing fast. Growth sits at the centre, and the skills we need are shifting. This is what it means for us as marketers and leaders. When I first started in marketing more than two decades ago, the role was fairly straightforward. Build campaigns, drive attendance at trade shows, manage press releases, … Continue reading The future of marketing is growth
Marketing
Thought leadership isn’t a title. It’s how you show up.
The other day, something unexpected happened. A colleague introduced me to his team and said, “You should follow Joyce on LinkedIn. She’s a thought leader.” My first reaction? A mix of surprise and disbelief. Am I? Then, a different colleague told me how much they enjoyed reading my posts. My instinct was to brush it … Continue reading Thought leadership isn’t a title. It’s how you show up.
How AI Is transforming ABM: 5 ways to sharpen your strategy
We’ve heard it over and over — AI is changing marketing. But when it comes to ABM, the shift is deeper than automation or efficiency. It’s changing how we think, structure, and execute ABM strategies. In the past, ABM meant static ICPs, one-size-fits-all campaigns, and a whole lot of manual research. Today, with AI in … Continue reading How AI Is transforming ABM: 5 ways to sharpen your strategy
GEO is the new SEO and it rewards depth over speed
In 2025, long-form content is no longer a nice-to-have—it’s essential. With the rise of Generative Engine Optimization (GEO), marketers are rediscovering the power of depth. This article breaks down why long-form content works so well for AI-powered search, how it builds trust and authority, and what you can do to make your content GEO-ready. Is … Continue reading GEO is the new SEO and it rewards depth over speed
Ne Zha 2: Masterclass in storytelling, strategy, and smart marketing
I finally watched Ne Zha 2—and I get the hype. It’s visually stunning, emotionally moving, and everything you’d expect from a film that’s broken records and earned widespread praise. But as a marketer, what struck me most wasn’t just the success—it was the strategy behind it. Here’s a film that didn’t just entertain. It connected. … Continue reading Ne Zha 2: Masterclass in storytelling, strategy, and smart marketing
Bricks, bots & marketing memes: Using AI and LEGO to tell a story
What happens when an Adult Fan of LEGO (AFOL) meets the latest in AI image creation? I decided to find out—by blending my love for LEGO with a classic marketing meme and seeing just how far I could stretch a creative idea using tools like ChatGPT, ElevenLabs, and Canva. Now this experiment wasn't about replacing … Continue reading Bricks, bots & marketing memes: Using AI and LEGO to tell a story
What April Fools’ Day 2025 can teach us about smart brand marketing
How brands used April Fools' Day 2025 to boost engagement, earn attention, and stay culturally relevant. April Fools’ Day is no longer just about practical jokes. For marketers, it’s a golden opportunity to inject creativity, personality, and cultural relevance into their brand. This year, April Fools' Day 2025 delivered a series of unforgettable brand stunts—some … Continue reading What April Fools’ Day 2025 can teach us about smart brand marketing
What marketing leadership really looks like
Having been a marketing leader for over 25 years, successfully managing teams in both large and small outfits, I’ve seen firsthand the often-overlooked responsibilities that define true leadership. Marketing leaders are often celebrated for big campaigns, viral moments, and revenue-driving strategies. But the true impact of marketing leadership isn’t always found in flashy metrics or … Continue reading What marketing leadership really looks like
Leadership is a journey of discovery
Leadership is often misunderstood. It’s not about the perks or the power that some might associate with the title. Instead, it’s a responsibility, a call to serve. If anything, true leadership is a humbling experience that pushes you to unlearn, adapt, and strive to be better—not just for yourself, but for the people you lead. … Continue reading Leadership is a journey of discovery
Everything you’re too afraid to ask about Account-Based Marketing (ABM)
Account-Based Marketing (ABM) has emerged as a powerful strategy for B2B marketers, promising personalized engagement with high-value accounts and a significant boost in ROI. According to MarketingProfs research, companies that have aligned account-based marketing strategies have seen 208% growth in their revenue. What's stopping more marketers from adopting ABM Yet, some marketers remain hesitant to … Continue reading Everything you’re too afraid to ask about Account-Based Marketing (ABM)