For years B2B digital marketing followed a reasonably predictable model: a potential customer had a problem, searched Google, clicked several results, visited vendor websites, downloaded content, compared options and eventually spoke to sales.
Marketing teams built their acquisition strategies around this journey. SEO generated rankings and...
The traditional methodologies governing defence procurement and contractor selection are experiencing a significant paradigm shift these days. Historically, defence contractors have relied primarily on established frameworks to secure contracts, including:
Capability Statements: Formal documents outlining corporate qualifications and...
Over the past 19 years, I have worked with small businesses, growth-stage companies and international enterprise vendors. Some had internal marketing teams, while others relied on founders, freelancers or agencies. A few had plenty of marketing activity but no one clearly responsible for deciding how it should all work together.
I have...
Growing businesses often reach a point where they need experienced marketing leadership but cannot justify the expense of a full-time executive hire. This is where a fractional CMO becomes a strategic solution, offering companies access to seasoned marketing expertise without the full-time cost and commitment typically associated with a...
In Australia, 4% of mobile Google searches end without a click. That sounds like an SEO statistic. In reality, it is a go-to-market measurement problem.
If a potential customer can encounter your company, understand its positioning and get an initial answer without visiting your website, then traffic can no longer represent the full...