by Ned Wells | Jan 7, 2026 | Articles, Sustainable marketing
So what’s this ‘sustainable marketing’ all about then? Well, now I’ve finished the course, I feel better equipped to talk about that. I went into it not sure what to expect. After all, marketing in its purest form is about generating demand for...
by Ned Wells | Apr 17, 2025 | Articles, Sustainable marketing
More leads might look like progress, but if they’re the wrong fit they won’t convert. You get sales calls that go nowhere, interest fizzles out, and campaigns deliver numbers but not value. It’s not a volume problem – it’s a relevance problem. No clear audience =...
by Ned Wells | Apr 10, 2025 | Articles, Sustainable marketing
1. Built, not planned: systems not working together Over time, marketing teams collect tools, and it’s amazing how often these tools can’t talk to each other. Data lives in different places and tasks fall between the gaps. This isn’t just inefficient – it’s...
by Ned Wells | Apr 7, 2025 | Articles, Sustainable marketing
It’s the start of the month and management reports are just in. Marketing’s been busy! Website traffic’s up, email open rates are healthy, and social media engagement is looking good. But sales enquiries are thin on the ground. The CFO raises a quizzical eyebrow. It’s...
by Ned Wells | Sep 29, 2024 | Articles
All organisations need to do marketing. After all, marketing is about making people aware that you can help them. That means it’s a broad church. And with digital media potentially offering global access for free, marketing is a powerful tool that can be used...
by Ned Wells | May 8, 2023 | Articles, Marketing strategy and planning
First let’s be clear what this ‘buyer persona’ thing is because it goes by a few other names. A helpfully descriptive one is ‘ideal target customer’. You may also have heard them being called ‘customer personas’ and ‘ideal customer avatars’. Whatever you choose to...
