November Newsletter
Tim Hatari
CEO | NED | Advisor | CEO at Hello Hello, a pipeline management and professional outreach company.
From My Desk To Yours
In a world where every marketing channel seems to be vying for attention, personalisation and authenticity have become the holy grail for businesses looking to stand out. Today’s customers are savvier than ever; they expect more than just another ad or generic sales pitch. They want content that speaks to their specific needs, challenges and aspirations—delivered in a way that feels genuine and thoughtful. The challenge for business owners is clear: how do you scale this level of individual attention across multiple platforms while maintaining consistency? The answer lies in embracing the right tools, techniques and a customer-first mindset.
Personalisation starts with understanding your audience deeply. Whether it’s segmenting your email and SMS campaigns to match your customers’ preferences or leveraging CRM systems to centralise and make sense of your customer data, the goal is to create meaningful, tailored interactions.?
Achieving authenticity across these channels requires a commitment to clear, empathetic communication. This might mean using inbound sales calls to actively listen and understand customer concerns or crafting outreach strategies that avoid one-size-fits-all templates in favour of tailored, thoughtful engagement. By weaving personalisation into your sales and marketing strategy, you not only meet your audience's expectations but also build lasting trust and loyalty.?
Insights
The 2024?Language of Effectiveness?study published earlier in the year revealed a decline in the industry's focus on marketing effectiveness.
The survey has shown only about 53% of respondents say there has been an increased emphasis on marketing effectiveness over the past three years. This is a significant drop from 75% in 2022. And this decline isn't restricted to a particular sector; it is evident across both B2B and B2C sectors, with B2B marketers at 52.4% and B2C at 53.8%.
So what does this signify? The study suggests a shift in priorities, possibly due to economic pressures, with 32.3% of marketers now prioritising defending or growing sales and 30.5% focusing on protecting profit margins through pricing. Growing market share is seen as the most critical goal for marketing teams, cited by 46.2% of respondents, ahead of brand image consistency and sales growth.
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News
Global law firm Linklaters has appointed Tricia Weener as its first chief marketing and business development officer.
With experience at HSBC, Kone and tech firm Globacap, Weener will oversee brand, marketing, business development and client engagement, focusing on client-centric strategies.
Linklaters' managing partner, Paul Lewis, highlighted Weener’s extensive experience in financial services and corporate marketing as essential to advancing the firm’s client-first approach.
“We are excited to welcome Tricia Weener. Linklaters is committed to putting our clients’ needs at the heart of everything we do. Tricia’s vast experience, driving client-centricity in financial services and large-scale corporate marketing and sales, will be a crucial enabler of this commitment.”
Read more here