Kristin Oelke’s Post

❓ What do you mean by 'market oriented'? ❓ Another meaningless marketing buzz word? 🦉 Professor John Narver’s paper, ‘Creating a Market Orientation’ may not be the most exciting read yet it's foundational and provides insight as to where so many businesses fail at the very start of their marketing journey.   Why?   ❌ They jump straight to tactics.   Narver explains that..... “Marketing orientation is a business culture committed to creating superior value for buyers through three combined behaviours – customer orientation, competitor orientation and inter-functional coordination. Recent research has shown what intuition suggests – that businesses that are more market oriented enjoy higher profitability as well as superior sales growth, customer retention and new product success.”   Let’s unpack that…. 🔹 Understand your current and potential customers' needs & wants and how the business can meet those needs. 🔹 Know the competing solutions and where the business can outperform. 🔹 Have the entire organisation working together to create value for the customer. ⏩ Here’s some actions any business of any size can take to start to become ‘market oriented’. ✅ Allocate a small proportion of your marketing budget for research ✅ Conduct ethnography, focus or affinity groups for qualitative insight ✅ Run a regular brand tracking survey to measure awareness, consideration, preference and usage ✅ Shop the competition, monitor their plans, respect them ✅ Once a month spend time in the market, on the front counter, with a rep visiting accounts, listen in at the contact centre, talk to customers, read the complaints ✅ Have a customer advisory group – a small group of trusted customers you ask for opinions on products, ideas, communication etc. ✅ Train leaders to have their teams oriented on the broader mission (customer) with a internal customer orientation so everyone is supporting each other on the delivery of an enhanced experience or solution It sounds simple but it’s not easy, there are so many barriers. What could they be for you? How can you bust through? It takes servant leadership, energy and the commitment of the senior leadership. If you're invested for the future, become market oriented. #marketing #brandstrategy #leadership

B2B media leaders: Build brands audiences can't ignore Our recent webinar focussed on how B2B editors can create market-leading brands. Business Information Practice Lead Andy Baker spoke to Editors of The Lawyer , Catrin Griffiths and the Health Service Journal, Alastair McLellan on how they have built market-leading brands. Find some of the key takeaways below 🔍 Know your audience: Craft content that resonates with each segment, not a generic mass. 🔍 Fuel subscriptions with innovation: Fresh ideas from your editors keep subscribers engaged. 🔍 Move incrementally: Gradually expand your offerings for a smooth transition. 🔍 Go digital-first (Plan Carefully): Ditch print for a streamlined, modern approach. 🔍 Empower your editors: Attract top talent with strong leadership & autonomy. Watch the full webinar in the comments ⬇️⬇️⬇️

I couldn't agree more! These 9 characteristics will define and dictate the FUTURE of B2B marketing leaders cutting across domains and industries. ✔️ Strategic Thinkers ✔️ Technology Trailblazers ✔️ Creative Vanguards ✔️ Innovative Content Strategists ✔️ Data Interperetors ✔️ Continual Learners ✔️ Collaborative Communicators ✔️ Visionary CMOs ✔️ DEI Champions Top-notch market research by LinkedIn x Ipsos #B2BMarketing #MarketResearch

𝐀𝐫𝐞 𝐘𝐨𝐮 𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧 o𝐫 𝐉𝐮𝐬𝐭 𝐀𝐝𝐝𝐢𝐧𝐠 𝐭𝐨 𝐭𝐡𝐞 𝐍𝐨𝐢𝐬𝐞? In today’s B2B tech world, thought leadership isn’t just about visibility—it’s about 𝐢𝐦𝐩𝐚𝐜𝐭. It's easy to churn out content, but the real leaders? They set the agenda, challenge norms, and inspire change. 𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐞𝐥𝐞𝐯𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝’𝐬 𝐯𝐨𝐢𝐜𝐞 𝐭𝐨 𝐥𝐞𝐚𝐝 𝐰𝐢𝐭𝐡 𝐚𝐮𝐭𝐡𝐨𝐫𝐢𝐭𝐲: - 𝑨𝒅𝒅𝒓𝒆𝒔𝒔 𝒕𝒉𝒆 𝑷𝒂𝒊𝒏 𝑷𝒐𝒊𝒏𝒕𝒔 𝑻𝒉𝒂𝒕 𝑶𝒕𝒉𝒆𝒓𝒔 𝑶𝒗𝒆𝒓𝒍𝒐𝒐𝒌 Generic advice won’t cut it. Dive deep into the specific challenges your audience faces. Offer unconventional solutions backed by real-world examples, and become the go-to resource for practical, actionable advice. - 𝐃𝐨𝐧’𝐭 𝐉𝐮𝐬𝐭 𝐒𝐡𝐚𝐫𝐞 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬—𝐒𝐩𝐚𝐫𝐤 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬 True thought leadership isn’t a one-way broadcast. Every post should be a conversation starter. Pose a provocative question, share a bold prediction, or highlight a controversial trend that challenges the industry to think differently. - 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐂𝐨𝐧𝐭𝐫𝐨𝐯𝐞𝐫𝐬𝐢𝐚𝐥 𝐓𝐚𝐤𝐞𝐬—𝐈𝐭’𝐬 𝐎𝐤𝐚𝐲 𝐭𝐨 𝐏𝐨𝐥𝐚𝐫𝐢𝐳e In a sea of sameness, safe content gets ignored. Daring to express a strong stance, even if it means some will disagree, will help you build a loyal following that values your unique perspective. - 𝐋𝐞𝐚𝐝 𝐛𝐲 𝐄𝐱𝐚𝐦𝐩𝐥𝐞 𝐰𝐢𝐭𝐡 𝐃𝐚𝐭𝐚-𝐁𝐚𝐜𝐤𝐞𝐝 𝐏𝐫𝐨𝐨𝐟 Anyone can claim to be a thought leader. Prove it by sharing case studies, unique data insights, or firsthand experiences. Show your audience that your ideas aren’t just theories—they’re tested strategies that deliver results. 𝐍𝐨𝐰 𝐢𝐬 𝐲𝐨𝐮𝐫 𝐭𝐢𝐦𝐞 𝐭𝐨 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 𝐟𝐫𝐨𝐦 𝐣𝐮𝐬𝐭 𝐚𝐧𝐨𝐭𝐡𝐞𝐫 𝐯𝐨𝐢𝐜𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐜𝐫𝐨𝐰𝐝 𝐭𝐨 𝐚 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐟𝐨𝐫𝐜𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐚𝐩𝐞𝐬 𝐭𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐁𝟐𝐁 𝐭𝐞𝐜𝐡. #ThoughtLeadership #B2BMarketing #TechInnovation #DigitalTransformation #LeadTheWay #ContentMarketing #IndustryInsights #MarketingTips

Put Marketing at the Core of Your Growth Strategy Companies that make the decision to put marketing at the core of their growth strategy outperform the competition, according to McKinsey research. Specifically, both B2C and B2B companies who view branding and advertising as a top two growth strategy are twice as likely to see revenue growth of 5% or more than those that don’t (67% to 33%). Yet their research also showed that few CEOs recognize the potential for marketing as a growth accelerator. They recommend three actions for CEOs to hit the reset button. The first is to define what you need from marketing. While it sounds obvious, their research found that more than half the time CEOs and CMOs in the same company were misaligned on marketing’s primary role. Second, nominate one person to serve as the chief voice of the customer. In two many organizations this is fragmented, and when everyone owns the customer, then no one does. Third, the CEO should function as a growth coach. They should have a handle on the challenges and opportunities of modern marketing, but their job is to draw up the strategy, not toss the ball down the field. HBR by Marc Brodherson, Jennifer Ellinas, Ed See, and Robert Tas #btiexecutivesearch #cxos #ceos #cmos #marketing #pr #brand #leaders #managers #executives

🚀 Market Makers, Charge Ahead! CMOs and marketing leaders: As market makers, your role transcends traditional marketing; it's about pioneering paths and setting the pace in your industry. Here’s why it’s crucial to embrace this mindset: 1. Innovate Relentlessly: In a world where change is the only constant, innovation is your key to staying ahead. Work with segment marketing experts to fortify existing market segments, and continuously test and invest. 2. Empower Your Teams: Foster a culture of empowerment and accountability. Equip your teams with the tools and freedom they need to experiment, learn, and iterate rapidly. 3. Lead with Data: Harness the power of data analytics to make informed decisions that not only respond to market conditions but also anticipate future trends. 4. Build Sustainable Relationships: Charge ahead not just by acquiring engaging new prospects, but by nurturing long-term relationships that add sustained value both ways. As a market maker, your goal is not just to respond to the market, but to redefine it. Encourage your teams to innovate boldly, act decisively, and embrace the challenges that come with being a leader. #B2BSaaS #SegmentMarketing #SegmentDomination

Have you ever considered that a staggering 𝟳2.𝟯8% of industry leaders might be overlooking a simple yet critical strategy in marketing? It's unfortunate because leveraging a well-known psychological principle could significantly boost their conversion rates. This principle is rooted in our inherent 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 𝗕𝗶𝗮𝘀 We are more apt to believe in information when it is presented with precise and exact data points. For instance, the credibility of my statement in the opening sentence went up simply because I used “72.38%” instead of a rounded “72%”. As an example, imagine reading claims like these: ✔️ Experience a 52.48% increase in efficiency with our solution! ✔️ See your revenue soar by 203.4%! ✔️ 76 out of 100 users have shown a preference for our product! Versus claims like these: ❌ Our solution boosts efficiency by 50%! ❌ Experience a doubling in your revenue! ❌ 75% of users prefer our product! Which objectively resonated with you more? Such broad statements in the second example hardly make an impact. Specificity and precision statistics, like the statements used in the first set, are far more likely to resonate with your audience. Why? Well, for one, they seem more real. Pass the sniff test. And for two, they stand out. Are differentiated by their exactness. No one expects perfect results and the extension of them invites a challenge. Follow me for more great insights that will undoubtedly lead to better results for you 94.72% of the time. 😜 #wegotthis💪 #marketing #contentmarketing #sales #creative #bias #leadership

🚧 The biggest blockade of B2B Thought Leadership? 🚧 It's not marketing, I can tell you. It's something different. -- I see it again and again. In business after business. Corporation after corporation. 🤡 "The Thought Leadership Failure", I call it. When Marketing really wants to push thought leadership. And are lucky enough to get it on next year's budget. Thus create an "Insights" space on the website. 🏗️ Everything is set. Now it crumbles. "We need more product focus here", it begins. "Let's show our Pump325 in the video", it continues. "I think that's a little too bold to put out in public. Delete!". 🏚️ It crumbled. The Thought Leadership Failure is not a marketing failure. It's not because of lacking content skills og ressources. It's not because of low marketing ambitions. 🤔 On the contrary. It's mistaking Thought Leadership as a marketing strategy. It's thinking that thought leadership is videos and SoMe posts. Because it's not! 📈 True Thought Leadership is a business strategy. Rooted in a wish for market position. In a wish to attrack the best employees. A wish to own the industry. Be the industry. ONLY Thought Leadership as your business strategy will succeed. IF NOT, Marketing can struggle and fight, but eventually, inevitably fail. So there you have it. The Thought Leadership Fail. #thoughtleadership

Meet Lou, our Partner specialising in Marketing. Lou in a few words: Bold | Specialist Generalist | Leader With a deep passion for understanding consumer needs and market opportunities, Lou drives business functions to deliver real, measurable results. With over 18 years of strategic marketing experience, she’s led high-performing teams in both agency and client-side roles across industries like media, manufacturing, agribusiness, retail, health and fitness, banking and travel. Motivated and a motivator, Lou is commercially focused, using insights to craft impactful B2C and B2B marketing strategies and campaigns. Her expertise spans brand, customer engagement, MarTech, content, CRM, process and systems. Since stepping out of the corporate world five years ago and consulting solo, Lou has helped many small and medium-sized businesses elevate their marketing from within to contribute to their growth. Beyond marketing, Lou is passionate about combating loneliness and serves as a Coach and Mentor, dedicated to making a difference. If you're looking to elevate your marketing from within, and want to see results, get in touch with us. Lou would love to help you. P: 1300 959 486 or https://hubs.ly/Q02L2Ly30 #MarketingExpert #BusinessGrowth #StrategicMarketing #B2BMarketing #B2CMarketing #CustomerEngagement #BrandDevelopment #MarTech #Leadership #SmallBusinessGrowth #Mentorship #Coach #ResultsDriven #MarketingStrategy #FifthEagle #DoBetterBusiness

Personalised marketing isn’t just a trend—it’s a powerful tool that redefines how businesses connect with their clients. 🤝 In an increasingly competitive world, the ability to create tailored strategies sets companies apart. It’s about understanding the specific needs, preferences, and challenges of your audience, and delivering solutions that feel uniquely crafted for them. This kind of targeted approach doesn’t just enhance relationships—it transforms them. When businesses invest in personalised marketing, they experience deeper client loyalty, improved engagement, and ultimately, increased success. 🚀 It’s no longer enough to offer one-size-fits-all solutions. Today’s customers expect more, and those who rise to meet that expectation position themselves as leaders in their industries. This is your chance to harness the full potential of personalised marketing and elevate your business approach. Join our upcoming workshop to dive deep into actionable strategies that can reshape how you interact with clients, boost your influence, and drive measurable results. Success comes to those who are prepared to innovate and adapt. Now is the time to invest in yourself and your business. Sign up today and take the first step toward transforming your client relationships and unlocking new levels of success. 💪 #PersonalisedMarketing #BusinessGrowth #ClientRelationships #MarketingStrategy #CustomerExperience #SuccessMindset #Innovation #ProfessionalDevelopment #BusinessSuccess #TailoredSolutions #Leadership #ClientEngagement