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Author: rachaelsimpson


Five reasons why you need to segment your B2B customer base

Segmentation is about dividing up your customer base (including potential/target customers) into defined groups which share certain variables. Each group or segment should be associated with specific needs, behaviours and characteristics that extend beyond the basics of geography and business size. Now every business will have different primary reasons for segmenting their market, but here…
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Covid-19 Pandemic: How to adapt your marketing strategy during the Coronavirus crisis

“The coronavirus is not only a health crisis of immense proportion—it’s also an imminent restructuring of the global economic order.” – Mckinsey It’s early April 2020, and we’re in the middle of the global Coronavirus/Covid-19 pandemic.  Here in the UK, we’re entering our third week of ‘lockdown’, and within the past fortnight we have seen…
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Aligning marketing activity with business strategy

This post was originally written on my old blog, and has been recently updated for 2018. Whilst it may be a couple of years old; content like this is truly evergreen and the debate about marketing’s alignment in a business never goes out of fashion! How many of us have worked in organisations where the activity of the…
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Seven ways to create value from data

“Data must be turned into insight and action to be a source of customer, competitive and marketing advantage. Data is the bedrock upon which successful research, segmentation, marketing automation, targeting and personalisation are built.” –eConsultancy, Modern Marketing Manifesto In recent years, businesses large and small have invested big budgets in data gathering software and hardware…
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