Lizzy Knights-Ward

Posts by Lizzy Knights-Ward

  • Reinventing B2B Marketing for unprecedented times

    Reinventing B2B Marketing for unprecedented times

    April 16, 2020

    No marketer has been unaffected by the events of the last month or so. However, the impact depends very much on which type of business they are in. We can all think of examples of brands for which demand is surging – just as we can think of many for which it’s disappeared. We all know about the difficulties that companies grapple with when operations are...

  • What’s Marketing sending to Sales this Valentine’s?

    What’s Marketing sending to Sales this Valentine’s?

    February 13, 2020

    The mystery deepens. A few days ago, it was a secret Valentine’s letter from Sales to Marketing that appeared in B2B marketing departments everywhere. Then, this morning – a reply! Our Head of Sales came by with a box of heart-shaped cookies that had appeared in the communal area next to his team’s desks. Once again, there was a Valentine’s note attached. This...

  • We’ve intercepted a Valentine’s letter revealing Sales’ true feelings about Marketing

    Sales’ secret Valentine’s message to Marketing

    February 11, 2020

    It appeared mysteriously in the kitchen area next to the Marketing department, attached to a box of chocolate truffles. The envelope simply read ‘To Marketing’ and where the return address should be was the one word: ‘Sales’. The thing was: none of my colleagues on the sales team knew anything about it. Nobody recognised the handwriting. Nobody had the faintest...

  • Is your thought leadership really building your brand?

    Is your thought leadership really building your brand?

    January 15, 2020

    Ask a group of B2B marketers what thought leadership is for, and you’ll get any number of answers. There will be lots of mentions of...

  • Mastering the ROI marathon

    Mastering the ROI marathon

    December 12, 2019

    As anyone who’s tried to sprint a marathon can tell you, it doesn’t end well. And yet, sprinting a marathon is exactly what too many...

  • To prove ROI, we need to stop rushing it

    To prove ROI, we need to stop rushing it

    November 5, 2019

    In a digital age awash with data, why do so many marketers still struggle to prove the value they deliver to their businesses? After...