Marketing has always had a tendency to chase the newest acronym. SEO. GEO. AEO. AI search. Zero-click search. Every few months, there seems to be a fresh existential panic about how people discover brands online – usually accompanied by a flood of hot takes explaining why everything is about to change forever. Spend enough time […]
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Most conversations about marketing performance circle around the same things. Strategy. Budget. Technology. Attribution. Talent. Sometimes process gets dragged in too. But every now and then, you speak to someone who quietly reframes the whole conversation. Someone who makes you realise that the thing sitting underneath performance – the thing shaping resilience, creativity, and ultimately […]
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There’s a particular kind of stuck CMOs face that’s hard to diagnose because on the surface everything still looks fine. Campaigns are running. The dashboard’s green. ROAS is holding steady – maybe even nudging up a little. And yet, quarter after quarter, growth just… doesn’t come. It can happen slowly enough that you don’t really […]
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Most travel marketers are still optimising for a world that no longer exists. They’re chasing clicks, harvesting demand through performance channels, and treating brand investment as a cost rather than an engine. But Matthew Gardiner, fractional marketing leader and growth partner to travel brands and destinations, says it’s time the industry had a radical rethink […]
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Here’s a scenario most founders know all too well: You meet someone at a networking event, the conversation clicks, and by the end of the night they want to invest in your company. Great news. Except what follows is anything but: weeks of back-and-forth between lawyers, thousands of pounds in fees, and a pile of […]
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Most marketing teams obsess over dozens of performance metrics. Customer acquisition cost. Click-through rates. Conversion rates. Lifetime value. But Jonny Inglis, co-founder of the wine platform Winedrops, says focusing on too many metrics can distract from the one thing that really drives growth. In a recent conversation for my Flipping the Playbook podcast, Jonny explains […]
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The moment you stop investing in brand and lean entirely on performance, you start converting demand you’re no longer creating. That’s the reality check from Lottie Norman, VP of Brand Transformation and Strategy at The Travel Corporation, who joined SALT’s Reza Moaiandin on the latest episode of Flipping the Playbook. For CMOs navigating commoditised markets, […]
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The minute you cut off an affiliate that’s bringing you customers and traffic you cannot reach without them, you burn that relationship and they put your competitors there instead. That’s the stark warning from Adam Riemer, marketing strategist, keynote speaker, and columnist, in a recent discussion with Reza Moaiandin on the Flipping the Playbook podcast. It’s a reality check that will have […]
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The future of demand generation is small, highly skilled teams using AI to achieve what once required thirty people. That’s according to Thomas Cyr, Head of Global Pipeline Generation at Shopify, who told SALT’s Reza Moaiandin on Flipping the Playbook that the discipline has transformed beyond recognition in just three years. The Flipping the Playbook […]
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The role of marketing isn’t to get people to do what they don’t want to do – it’s to make it easy for prospects to buy when they’re ready. That’s the message from fractional CMO Alun Davies, who told SALT’s Reza Moaiandin on the debut episode of Flipping the Playbook that many marketers have lost […]
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