Basingstoke, England, United Kingdom
I have been doing B2B marketing longer than 40% of the global population of earth has been alive. My big belief after all that time is that much of our industry still acts like it is 2005. Relying on the same tired and out of date philosophies from 20 yrs ago- chasing MQLs, worshiping attribution, defaulting to safe campaigns & forgettable content, and measuring the wrong things in the wrong way. As VP of Global Field Marketing, I focus on building unified go-to-market strategies WITH sales, I have re-positioned companies, redefined ICPs and developed programmes that create real engagement rather than just leads on a spreadsheet. I enjoy the balance between creativity and data: testing new ideas, learning quickly, and scaling what actually works. I’m also passionate about building teams where people feel confident experimenting and pushing boundaries - because the best marketing rarely comes from playing it safe. Outside of work, I have published around 17 books (history and marketing) and run a B2B marketing newsletter, Bang Average, where I share ideas (and occasional frustrations) about modern marketing. You can check it out at bangaverageb2b.substack.com
Multiple Amazon best selling author, selling over 100,000 copies worldwide. Latest book - Escaping Average: Why B2B Marketing Is Broken. And How To Fix It. - is now available on Amazon sites worldwide. Other books include: WW1: A Layman's Guide WW2: A Layman's Guide The Battle of the Somme: A Layman's Guide The Third Reich: A Layman's Guide The First World War in Infographics Heroes of World War One Reach For The Sky: The History of the RAF in 100 Moments Waterloo: A Layman's Guide The SS: A Layman's Guide
Leading the EMEA Field Marketing team for Epicor and responsible/accountable for all lead generation numbers from enquiries to SQL and pipeline $. After my first year in this role, EMEA field marketing was 139% of target for unique enquiries, 107% of target for MQL's, 102% of target for SQL's and 118% of target for $pipeline generated.
Leading and mentoring the UK marketing team I am responsible for the creation and execution of the UK marketing strategy in accordance to sales and revenue targets. Key focus areas include lead generation, sales and partner enablement, and brand awareness. I am responsible for the planning, execution and measurement of localised activity specific to the UK region to support the sales team in generating new business. This includes overseeing the execution of global and EMEA marketing strategies and tactics across all vertical market segments including new business acquistion, customer retention and customer up-sell/cross-sell campaigns. On top of this I plan and execute local campaigns that are relevant to the UK market, working closely with sales leaders, corporate communications, PR and operations functions. Within my first year I doubled the number of marketing qualified leads generated.
Responsible for devising and implementing marketing strategies to produce high quality sales leads for 17 account managers throughout the UK, Scandinavia and Benelux. In my first year with Kofax, using a fully integrated marketing strategy focussed on the banking, insurance and local government sectors, I increased lead generation by over 4x year on year. In my second year, I reached both sales lead, opportunity and $ pipeline value targets for the FY by the end of Q3. This, despite having the largest EMEA target and the smallest team.