When it comes to B2B marketing, many companies I come across are focused on the bottom of the sales funnel, prioritising sales activation messages such as “register for a product tour webinar”, “download our datasheet”, or “request a demo,” in their marketing campaigns. This often leads to unrealistic expectations about the number of Marketing Qualified…
2022 is going to be a big, bright, and bold year for me. I will work with impact-led companies that are helping to make a positive change in the world. Alongside this quest, I am upskilling with a digital marketing qualification in order to do my best work ever. With my purpose-driven mission for work…
After university, I said I’d never go back to school. A few years later, I was surrounded by people eager to get a Masters in Business Administration (MBA). All I wanted was on-the-job experience and to ceilidh dance in my spare time, having arrived in Scotland from Australia. I got that experience (as well as…
The challenge The focus of this 22 year old financial technology company’s marketing effort was on sponsoring, speaking and attending industry events. Their Marketing & PR agency (which I joined) was responsible for media relations, case study development and entering industry awards. The company was looking to expand into new markets and regions, as well…
The challenge The crowdfunding platform, specifically for impact businesses, had been live for a few months when I got involved. As founders prepared to launch their crowdfunding campaign on the platform it became apparent they needed marketing and PR advice and support to give them the best chance of success in raising investment for their…
Which came first, the tech or the impact? Classic chicken and egg question. Growing up in Australia, we kept hens in our backyard, grew fruit and veg and composted waste. Back in the noughties, I interned for the water board, dispensing reusable water bottles to school kids. I’ve made a strong personal commitment to educating…
Cassie Anderson Marketing Consultant 