Lizzy Knights-Ward

Posts by Lizzy Knights-Ward

  • Want to improve the buying journey? Here are five changes that can make a real difference

    Want to improve the buying journey? Here are five changes that can make a real difference

    February 3, 2021

    As B2B marketers, we know that the experiences of buyers and customers are everything – and we also know that we can’t improve those experiences by acting alone. The buying journey that people take with our businesses travels across marketing touchpoints but also through conversations with sales, customer support and more. Designing it, curating it and...

  • Recommended reading for anyone trying to understand the issue of race in marketing, the workplace – and life

    Marketers – if you’re serious about being an ally on race, these seven books will help

    November 3, 2020

    What happens after the end of Black History Month? In a year when race has dominated the media agenda, these last few weeks have been an opportunity to ask real questions of ourselves and our workplaces. Plenty of people have been ready to listen and ready to learn about what the experience of different ethnic groups actually is – and our own role in changing...

  • How to build a marketing plan amid uncertainty

    How to build a marketing plan amid uncertainty

    September 28, 2020

    Marketing runs on plans. One of the most disorientating aspects of 2020 is that our plans have had to change – but without clear, confirmed, new strategies to replace them. Forecasting even six months ahead is fraught with risk. Our planning horizons are shrinking and the plans that we do make come with far more uncertainty. As a marketing manager, your role...

  • Strive for sales and marketing alignment

    Strive for sales and marketing alignment

    September 15, 2020

    The stress test. An age-old tool which can help you understand how robust your processes are during times of high pressure. Generally...

  • Resilience tips for Marketing Managers

    Resilience tips for Marketing Managers

    August 28, 2020

    As a marketing manager, your role involves meeting needs and expectations that come from several directions simultaneously. You manage...

  • A four pillar framework  for sales and marketing alignment

    A four pillar framework for sales and marketing alignment

    August 27, 2020

    People have been trying to align sales and marketing for decades, with limited success. However, our new commissioned research...