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Why Your Marketing Isn’t Working

Catherine Storey on 9th May 2026

It’s the most common question I’m asked: why isn’t my marketing working? And the answer is almost never what B2B founders expect. 

I spoke with a founder the other day experiencing exactly this. He was completely overwhelmed and couldn’t see the wood for the trees; although after spending only 5 minutes taking a cursory look at his primary channels (website, LinkedIn company page and his personal profile), it was clear that some fundamentals were missing that were making it impossible for him to grow the business. 

But here’s the thing: While I could quickly identify the individual tactical marketing elements that weren’t working for his business, this wasn’t really the reason his marketing wasn’t working. The actual reason is more high-level – it’s that he never built his marketing foundations properly. And until you have those marketing foundations in place, growing your business is always going to feel like trying to build a house on quicksand. And no amount of additional marketing activity is going to fix the core structural issue. 

TL;DR SUMMARY

  • Most B2B marketing fails because of structural problems, not tactical ones 
  • The five most common causes are unclear positioning, misaligned content, no measurement, the wrong person responsible, and activity without a system 
  • Doing more of what is not working will not fix it 
  • The diagnosis usually takes less than an hour with someone who knows what to look for 
  • If you recognise more than two of the five reasons below, the problem is structural and needs to be addressed at that level first 
DEFINITION: Marketing foundations

The strategic layer that must exist before any marketing activity is produced: clear positioning, a defined ideal client, agreed commercial objectives, and a measurement framework that connects activity to revenue. 

1. Your Positioning Is Not Clear Enough to Market Effectively 

What this looks like in practice: Your website describes what you do, but not why a specific type of client should choose you over the alternatives. Your content is broad enough to apply to almost any business. When you write marketing copy, you find yourself writing to everyone because narrowing feels like leaving money on the table. 

What actually fixes it: Positioning is not about having a catchy tagline. And it’s not a fluffy marketing theory exercise. It is a precise answer to a precise question: why should this specific type of client choose us over the alternatives available to them? What’s our real differentiator? Until you can answer that question, marketing has nothing concrete to say. It defaults to describing capabilities. And capability descriptions get ignored because every competitor says the same thing. 

One client we worked with (a tech consultancy) typically ran marketing campaigns that were vaguely targeted, even though they often had very specific offers to sell. We partnered with them to develop a targeted campaign for senior finance professionals to generate interest for a specific service designed to help them with compliance changes. The campaign consisted of segmented nurture emails delivered through Hubspot, a live webinar on a highly relevant topic and social media assets on LinkedIn that spoke directly to their target audience’s pain points. Within three months, they went from struggling to generate a single lead in previous campaigns to 50+ marketing qualified leads in their pipeline. All from getting crystal clear on who they were for, and being confident enough to turn off anyone who didn’t fit into that group. 

2. Your Content Is Not Answering the Questions Your Buyers Are Actually Asking 

What this looks like in practice: Your content covers topics that feel safe and professional. What marketing strategy is. Why consistency matters. Industry trends. What it does not cover: What working with you costs, the risks and downsides, how you compare to alternatives, what clients say about you, and whether you are the right fit. These are the questions buyers are typing into Google or LLMs before they ever speak to you. So highly relevant, quality content is no longer optional (and really hasn’t been for some time). 

What actually fixes it: The most trusted businesses in any market are the ones willing to answer the questions their competitors avoid. What does this cost? What are the downsides? How does this compare to hiring in-house? What happens if it does not work? Answering these questions honestly does not lose clients. It wins them, because by the time they get on a call, they already trust you. 

Recently I was working with a client who had content that looked amazing on the surface: amazing case studies, great photography, and >20% engagement rate on their LinkedIn company page posts. Sounds fantastic, right? But they couldn’t confidently identify the influence their LinkedIn page was having on their revenue. The answer became clear when we looked beneath the surface: turns out, their audience wasn’t made up of potential buyers or referrers, but instead was full of potential suppliers and competitors. Hence the unusually high engagement rate with zero obvious commercial benefit. Thanks to this finding, we were able to adjust the marketing strategy to focus on building stronger foundations for them on LinkedIn, which is a key channel in their marketing mix. 

3. You Have No Way of Knowing Whether Your Marketing Is Working 

What this looks like in practice: You can see that things are being produced. Posts are going out. There is a website, and maybe it even looks pretty good. Emails get sent occasionally. But if someone asked you right now which piece of marketing activity generated your last three new business enquiries, you could not answer with confidence. The measurement infrastructure does not exist or has never been properly configured. 

What actually fixes it: Marketing without measurement is not strategic. It’s more of a vanity project. The minimum viable marketing measurement setup connects three things: where leads come from, which marketing touchpoints they encountered before making contact, and which of those touchpoints correlate with the clients you actually want to win. Without this, every marketing decision is a guess. 

We spent 18 months working with a medical communications business who weren’t sure exactly what their LinkedIn and thought leadership activity was generating for them (although they had a feeling that it was something they should be doing). During our partnership, we established a robust monthly reporting system that didn’t just look at their channels in isolation, but mapped out the customer journey from LinkedIn through Google Analytics and key events that identified them as a qualified lead; namely a whitepaper download. One surprising key finding was that nearly 50% of their audience accessed their website on mobile, despite assumptions the audience would mainly be accessing content via desktop. Additionally, we were able to establish that LinkedIn posts with real people from their team consistently outperformed other types of posts, so were able to refine the content strategy in line with this and bring more of the senior leadership team on board to share headshots, record videos and even participate in vlogs from their events to successfully differentiate them in an industry that is highly scientific and faceless. 

4. The Person Responsible for Your Marketing Does Not Have the Strategic Capability to Fix It 

What this looks like in practice: This is the hardest one to say and the most common finding. The person doing the marketing, whether that is a junior hire, a freelancer, a VA, or the founder themselves between other priorities, is skilled at execution but has no strategic brief to execute against. They are producing content without a positioning foundation. They are managing channels without knowing which ones really influence the pipeline. They are busy but not effective, and it is not their fault. They were never given the tools to do the job properly. 

What actually fixes it: Execution without strategy is just activity. Before investing further in someone to do the marketing, you need to establish the strategic foundation: clear positioning, defined ideal client, agreed commercial objectives, and a measurement framework. Before you even start producing content (which is the bit most people jump straight into so they can feel productive). Without that, hiring more executors just produces more of the wrong thing, faster. 

In my experience, this is an easy trap to fall into as a founder and is one of the biggest issues I see with ineffective marketing. It’s tempting to hire someone more junior to save money, but as with most things, you get what you pay for. Marketing has always had a low barrier to entry, with anyone who could set up a social media account calling themselves a marketer. And now, with AI in the mix, the bar is even lower (if that’s possible). Marketing has professional qualifications for a reason – the Chartered Institute of Marketing (CIM) exists because the discipline requires genuine expertise, not just access to a scheduling tool. 

The clearest sign you’re working with an inexperienced or unqualified marketer is that they’re more of a yes person than someone who will challenge you on your instincts and assumptions. Which leaves you with marketing that isn’t working and makes you confused and frustrated because you can see a lot of activity without any tangible results. A true strategic partner won’t just do the activity; they’ll also push back when necessary to make sure you’re making the right marketing decisions for your business. 

5. There Is Activity, But No System – and You Keep Adding More 

What this looks like in practice: When results are disappointing, the instinct is to do more. More posts. A new channel. A bigger budget. A rebrand. An agency. Each new addition is tried for a few months, does not obviously move the needle, and is quietly abandoned or replaced by the next thing. Nothing is ever given long enough to work because nothing is connected to anything else in a way that builds momentum. 

What actually fixes it: Marketing that works is not a collection of activities. It is a system where positioning, content, channels, and measurement all connect to a commercial outcome and each element reinforces the others. Building that system takes time and the right foundation. Once it exists, consistency produces compounding results. Without it, consistency just means reliably producing things that do not work. 

When Freshbat reached 4 years old and after a 12-month period during which we’d grown by 184% year on year, I felt the need to add more marketing activities to reflect our growth, which was the opposite of what we really needed to do. We tried creating a lot of blog posts using AI, increased our email marketing velocity and I was trying to operate across multiple social media channels. But since then, the marketing agency landscape has shifted drastically with AI-generated content flooding the market, and I realised it was time to go back to basics. So I changed our marketing strategy to focus more on lower volume but higher quality content to attract the right buyers. Before refining our own strategy, our messaging was confusing and did not represent the quality of our delivery, which kept our team very busy but delivered next to nothing in commercial results. So you don’t need to feel bad – even marketers get it wrong sometimes. 

A Checklist to Diagnose Your Own Marketing Right Now 

Answer each question honestly. If you find yourself hesitating on more than two, the problem is structural. 

  1. Can you name the specific type of client your marketing is designed to reach, in one sentence, beyond a broad sector description? 
  1. Do you know which marketing activity generated your last three new business enquiries – or is your marketing simply not generating leads at all? 
  1. Does your content directly address the questions your ideal clients are asking before they decide who to hire? 
  1. Does the person responsible for your marketing have strategic accountability for commercial outcomes, not just delivery of activity? 
  1. Is your marketing built around a documented strategy, or a series of individual decisions made reactively? 
  1. Could you tell me right now what your marketing has cost you in the last 12 months and what it has returned? 
  1. Have you audited your full marketing presence at some point in the last year – channels, messaging, content, and measurement – against where the business is now? 

If you answered no to three or more of these, the problem is not your marketing tactics. It is your foundation. 

Most of the founders who arrive at this conversation (and likely you if you’ve ended up reading this article) have been doing some of the right things but in the wrong order. If your marketing is not working, the answer is not more effort. It is stepping back, diagnosing the state of your marketing properly, and building from the right starting point. And here’s the hard pill to swallow: The reality is that if you aren’t getting results from your marketing, a small pause to reassess isn’t going to have a significant impact on your business growth. 

So, what changes once you have these foundations in place? When we partner with founders of B2B businesses to work out why their marketing isn’t working and put a considered marketing strategy in place, a number of things change pretty rapidly. The first is that they gain clarity – about what they should be doing, and what to ignore. Knowing what not to do is often just as important. They also start to understand which marketing levers have the biggest influence on pipeline and gain more control over their lead volume and flow. Finally, the new insights give them a sense of relief and confidence that they will be able to achieve their growth plans with the support of a dedicated, senior marketing resource. 

Path 1 — for the founder who is not yet sure what is broken: Take the ROI Reality Check. Ten questions. A clear picture of where your marketing stands and what to prioritise.

TAKE THE ROI REALITY CHECK

Path 2 — for the founder who can see the problem and wants to fix it properly: Book a Marketing Strategy in a Day intro call. One conversation to find out whether it is the right fit.

BOOK AN INTRO CALL

AUTHOR BIO

Catherine Storey is a CIM-qualified marketing strategist and founder of Freshbat. She works with B2B founders who want a marketing function that is commercially accountable, not just doing marketing for the sake of it.

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Why Posting Every Day Won’t Save a Bad Social Media Strategy: No Plan, No Point

Catherine Storey on 30th May 2025

We hear phrases all the time about consistency in social media, and yeah, we fully agree, you do need to be consistent with your posting, but there’s a lot more that should be going into it. 

Creating content to post all over your social media platforms without purpose is how your post gets lost in the floods of other social media accounts, including your competitors. At Freshbat, we’ve moved on from simply ‘showing up’. We ‘show up’ but with a purpose behind it.  

We see endless social media posts about the importance of content calendars. They are a must-have. Yes they help you post consistently but posting for the sake of posting, 7 days a week without the why behind it, leads to content fatigue, poor engagement, and often misalignment to the company goals and values.  A content calendar’s job isn’t just to keep you consistent, it needs to help you align every post with your brand voice, business goals and with what your audience actually cares about, ultimately enhancing your social media presence. The impact? Well, that comes from purposeful consistency, and not just posting willy-nilly. 

And don’t forget, marketing is constantly evolving so more thought needs to be put into posts than just flinging one out. You need to check in on things like the latest algorithm updates and what people are talking about currently.

A social media strategy isn’t just about hitting a certain amount of posts a week because you think that’s what you should be doing. A social media strategy is the rule book that you should follow to make sure you stay aligned with your wider marketing strategy.

Oh, by the way, if you’ve not got a marketing strategy, (the rest of this blog isn’t a sales pitch, promise), we can help you in just one day.

What does a social media marketing strategy look like? 

Don’t get a marketing plan and marketing strategy mixed up. They’re both essential elements to any successful marketing strategy, but they serve very different roles.  Your strategy is the why and the what, and the plan is the how and when. 

What time are you posting? Who are you posting for? Have you done a social media audit? Are you keeping up with social updates and trends? Are you watching your audience’s behaviour? What’s your social presence like? Are you on the right social media platforms? Do you have your broader business objectives in mind? Are you tracking and analysing conversations that are happening around your content? What social media metrics do you want to track? Are you brainstorming new ideas for content creation regularly? Analysing tones? Looking for new hashtags? And adjusting your strategy on all the above?  

So many questions, yep, we’re really making you work for it today, but you need to be answering them all properly before pressing that schedule button.  

Content strategy pillars

Annnnnd, the hard work doesn’t stop there. Sorry not sorry.  

Now you’ve got a rough strategy, it’s time to build the ‘what’, and we like to do this with content pillars. Creating content isn’t always the hardest part, more often, it’s figuring out what to post. See these pillars as your core themes, and everything you post should fall under one of these topics. Each pillar needs to work towards your business goals. 

Always keep user-generated content in mind! It’s not just effective for B2C marketing; it can work really well for B2B too. At the end of the day, most of us would often rather see a friendly face explaining something in 30 seconds than complex graphics 100% of the time.

It’s also a great way to humanise your brand and showcase your values in a more authentic, relatable way.

Here are some examples of content pillars you could use:  

Company culture

Your audience needs to get to know the team behind the business to help humanise your company. This builds trust, creates an emotional connection, and differentiates you from everyone else.  So, show birthdays, team days out, behind-the-scenes content, basically the personal side of your company. And this is our personal opinion but creating content for these these types of posts is always our favourite!

Educational

Position yourself as an industry expert. Share your expertise on the latest industry trends, teach and educate your audience, post valuable articles and blogs, resolve pain points, and provide value and key takeaways in your posts.  

Case studies

Show real examples of the work you’ve done, such as case studies, client stories, testimonials, interviews, whatever you’ve got (make sure it’s good of course!). The proof is in the pudding, and well, people do want proof, believe it or not. So showcase what you’ve done and for the love of God, don’t make it boring. You’re trying to be convincing here!

Thought leadership

Make your mark in the industry. Provide the latest updates, write engaging articles, and start conversations based on research and findings to show your audience that you’re the trusted source they should follow.  

If anything, having these pillars makes your job a lot easier. It becomes almost a checklist to make sure you’re hitting each one and not wondering what to post.  

Instead of chasing trends that don’t align with your company goals, you’re posting content that reflects your brand and resonates with your audience. 

Don’t forget to also set up a consistent posting schedule, because obviously, it does matter, but like we’ve said, make sure there’s strategy behind it!

How do we use social media in the bigger picture to achieve business objectives?

It’s quite worrying when we’re talking to potential clients and we realise just how many social media specialists have no idea what their business goals are (also some can have really unrealistic expectations from what social media alone can do for them).

At the end of the day, marketing has a purpose and it’s more than just vanity metrics like ‘engagement rates’ or ‘reactions’, it’s to generate brand awareness, for PR, CSR and ultimately to gain more sales and leads. Social media tends to be the first gorgeous step that our audience will take in the sales funnel.  

Social media channels are the place that your audience will make first impressions. They will have the choice of whether they’re going to find you interesting or necessary enough to follow.  

If they do follow you, yay, they like something they saw, but now, you need to keep them engaged. And that’s the tricky bit.  But like we said, that doesn’t mean sending out social posts daily, I mean, if your feed kept getting flooded by the same person or business every day (unless it’s super interesting and relevant, which is rare), wouldn’t you just unfollow them? 

A successful social media strategy will keep you at the forefront of their mind. They’ve seen your posts for weeks, maybe months, and when the time comes around when they’re looking for someone in your industry, they should immediately think of you.  

From our rant, you probably know how we feel about posting for the sake of it. It’s not a strategy, and it’s not going to get you results that are worth the time investment. Consistency matters, but it’s the alignment it has to your marketing goals that truly sets your strategy apart. 

When you reflect on the wider picture, like your social media being a fundamental part of your overall strategy, building relationships with your audience, supporting your brand values and driving business growth, you’ll start to see real ROI.  

So, all we ask is next time you go to schedule a post, think of us and ask yourself, will this help me achieve my goals or am I just posting for the sake of it? Make your social media efforts count by posting every single post with intention and direction.  

Stop winging it and get real results with an effective marketing strategy. Get in touch for support.

Why Investing in Marketing Drives Business Growth

Catherine Storey on 22nd August 2024

In the fast-paced world of business, one critical question every company must ask is: “Should we be investing in marketing?” As marketers we understand that this decision can be challenging, especially for those startups and small businesses. But we are here to tell you that investing in marketing is crucial for your brand’s long-term success.  

The importance of marketing for business success  

Marketing isn’t just an expense; it’s a strategic investment in your company’s future. It’s how you reach your target audience, increase brand awareness, and drive business growth. Effective marketing strategies help you tell your brand’s story, showcase your products or services, and build strong connections with your customers. 

But what are the benefits of investing in marketing?  

  1. Boosting your brand awareness 

Investing in marketing ensures your target audience knows who you are and exactly what you offer. A well-executed marketing plan puts your brand in front of the right people, increasing visibility and recognition. 

  1. Driving customer engagement  

Through marketing you can engage with your customers across various platforms, fostering relationships that lead to brand loyalty and repeat business. 

  1. Gaining a competitive edge 

In a crowded market, marketing helps you stand out from the competition. It’s not just about being seen, it’s about being remembered! 

  1. Achieving measurable results 

With data-driven marketing strategies, you can track and measure your campaigns’ performance, ensuring a strong return on investment (ROI) and continuous improvement. 

What are the drawbacks of investing in marketing?  

We understand that investing in marketing can raise concerns, particularly for small businesses: 

  1. The cost 

Working with a marketing agency, freelancer or hiring an in-house marketer can be a costly process. However, it’s important to view it as an investment that can generate significant returns over time. 

  1. Uncertainty  

The fear of not seeing immediate results is common, but a consistent and strategic approach to marketing is key to long-term success. 

  1. Time and expertise 

Developing and implementing an effective marketing strategy can be time-consuming and require specialised knowledge. Partnering with marketing professionals can help you maximise your efforts and achieve better results. 

Is investing in marketing right for your business?  

Every business is unique, and the decision to invest in marketing depends on your specific goals. However, if you’re looking to grow your business, engage with customers, and build brand recognition, marketing should be at the forefront of your strategy. 

At Freshbat, we believe in the transformative power of marketing. If you’re weighing the decision to invest in marketing, we’re here to guide you through the process and help you choose the best strategies for your business. 

Invest in marketing today and secure your brand’s future success. Ready to take the next step? Get in touch.

Marketing Strategy and Business Plan: How to Align the Two

Catherine Storey on 12th August 2024

The integration of business strategies is essential for success, especially in today’s competitive business environment.  So, what is the relationship between your marketing strategy and business plan?

The marketing strategy is essentially the glue that connects everything together and makes sure the right activity is taking place, having a good relationship between marketing strategies and overall business plans are critical for business success.  

So how does the marketing strategy fit within an overall business plan? Find out below: 

First, what counts as a business plan?  

A business plan is a formal document that outlines a company’s goals and the strategies it will use to achieve them. Key components might include: 

  • Executive Summary 
  • Market Analysis 
  • Company Structure 
  • Products or Services 
  • Marketing and Sales Strategies 
  • Financial Projections 

What’s its purpose?  

A business plan is crucial as it serves as a roadmap for a company’s growth and success. It guides decision-making, helps in securing funding, and provides a clear direction for the company’s future. 

What counts as a marketing strategy?  

A marketing strategy is a comprehensive plan that outlines how a business will promote its products or services to its target audience. Key elements may include: 

  • Market Research: Gathering data about market and consumer preferences. 
  • Target Audience: Identifying specific groups of consumers to focus on. 
  • Positioning: Creating a unique image and identity for the brand and product/service in the market. 

Why is it so important?  

Marketing plays a pivotal role in business growth. Effective marketing strategies can increase brand awareness, drive sales, and build customer loyalty. For example, Apple’s marketing strategy has been instrumental in establishing it as a leader in the technology sector. 

How do you align the two?  

Marketing goals should align with broader business objectives to ensure consistency and effectiveness. This alignment ensures that all marketing efforts support the overall direction and goals of the business. 

Use SMART goals to do so:  

SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound.  

For example… 

  • Specific: Increase website traffic by 20% in the next six months. 
  • Measurable: Track the increase in website visits using analytics tools. 
  • Achievable: Ensure the goal is realistic given the current resources and market conditions. 
  • Relevant: Align the goal with the business objective of increasing online sales. 
  • Time-bound: Set a clear deadline for achieving the goal. 

What are the key components of a marketing strategy in a business plan? 

Market Analysis: You need to understand the competitive landscape to identify opportunities and threats for the business plan and marketing strategy.  

Target Audience: By defining your target market and creating customer personas, you can tailor your marketing tactics to meet the specific needs and preferences of different consumer segments.  

Unique Value Proposition (UVP): What sets the business apart from competitors? This should align with the overall mission and vision of the business.  

How to integrate the marketing strategy and business plan 

Strategic Planning: This process involves a cross-departmental collaboration to ensure all functions are aligned.  

Budgeting and Resource Allocation: determining marketing budgets based on business priorities ensures resources are allocated efficiently to different marketing activities, maximising the return on investment.  

Performance Metrics and KPIs: Key performance indicators are essential for measuring the success of marketing efforts.  

Final thoughts 

All in all, a well-integrated marketing strategy is crucial for the success of any business plan. It aligns with broader business objectives, ensures consistency in messaging, and drives business growth. 

Is it time to evaluate your current business plan and marketing strategy to ensure they are well-aligned? A cohesive approach will set the foundation for sustainable growth and success. Contact us today for more support with your marketing. 

Why isn’t my marketing team operating effectively? 

Catherine Storey on 9th August 2024

Your marketing team is the lifeblood of any business, responsible for driving awareness, generating leads, and ultimately contributing to revenue growth. However, many organisations struggle with their marketing teams not operating at their full potential. Understanding the root causes of this inefficiency is crucial to addressing the issues and improving overall performance.  

That’s why in this post, we’re sharing some common reasons why your marketing team might not be operating effectively and what you can do about it. 

1. Lack of Clear Goals and Objectives 

The Problem 

One of the most significant issues that can hinder a marketing team’s effectiveness is the absence of clear, well-defined goals and objectives. Without specific targets, how can team members understand what they are working towards? This can make it extremely difficult to understand how their efforts are contributing to the broader business strategy. 

The Solution 

What they need is a comprehensive marketing strategy! A well- crafted strategy not only outlines the goals and objectives but also provides a roadmap for achieving them. A marketing strategy can help a business to:  

  • Establish clear goals and objectives 
  • Define target audiences 
  • Develop a detailed action plan 
  • Allocate resources efficiently  
  • Implement monitoring and evaluation 
  • Foster team alignment and motivation 

2. Poor Communication and Collaboration between your Marketing Team

The Problem 

Ineffective communication can lead to misunderstandings, duplicated efforts, and missed opportunities. When team members work in isolation from one another, the lack of collaboration can stifle creativity and innovation. Teams are focused on their own independent work without thinking about how it may impact other parts of the organisation.  

The Solution 

Foster a culture of open communication and collaboration. Implement regular team meetings, use collaborative tools like project management software, and encourage cross-departmental projects. Creating an environment where team members feel comfortable sharing ideas and feedback is crucial!  

3. Insufficient Resources and Tools 

The Problem 

A marketing team can only be as effective as their tools and resources… Outdated technology, insufficient budget, and lack of access to necessary data can severely limit the team’s ability to execute successful campaigns. 

The Solution 

Invest in modern marketing tools and technology, there are so many out there that can help to streamline processes and provide valuable insights. Also, make sure your team has access to the latest industry data and trends , and allocate a realistic budget that allows your team to implement and test various strategies without constant financial constraints. 

4. Skill Gaps and Training 

The Problem 

The marketing landscape is constantly evolving, and a lack of up-to-date skills and knowledge can render even the most dedicated team ineffective. Skill gaps can prevent the team from leveraging new tools and techniques effectively. 

The Solution 

Invest in ongoing training and professional development. Encourage team members to attend industry conferences, webinars, and workshops. Providing opportunities for learning and growth will not only improve their skills but also increase job satisfaction and retention. 

5. Ineffective Leadership 

The Problem 

Leadership plays a critical role in guiding and motivating a marketing team. Ineffective leadership can lead to a lack of direction, low morale, and a disconnect between the team’s activities and the company’s goals. 

The Solution 

Ensure your marketing team has strong, effective leadership. Leaders should possess not only technical marketing expertise but also the ability to inspire and manage people. Leadership training and development programmes can be super beneficial in honing these skills! 

6. Inadequate Performance Tracking 

The Problem 

Without proper performance tracking, it’s difficult to measure the effectiveness of marketing efforts. This can lead to continued investment in ineffective strategies and the inability to identify and replicate successful ones. 

The Solution 

Implement a robust system for tracking and analysing marketing performance. Use key performance indicators (KPIs) to measure the success of different campaigns and strategies. Regularly review these metrics and adjust your approach based on what the data reveals. 

7. Misalignment with Sales 

The Problem 

A disconnect between marketing and sales can lead to inconsistent messaging, wasted leads, and missed opportunities. When these two departments are not aligned, it’s challenging to create a cohesive strategy that drives revenue. 

The Solution 

Promote alignment between marketing and sales through regular communication and collaboration. Ensure both teams have a shared understanding of the target audience, messaging, and goals. Jointly developed strategies and shared metrics can help bridge the gap between these critical functions. 

Conclusion 

Addressing the inefficiencies within your marketing team requires a multifaceted approach. So, remember:   

  • Set clear goals 
  • Foster effective communication 
  • Provide adequate resources 
  • Invest in training 
  • Ensure strong leadership 
  • Track performance 
  • Align with sales 

By carrying out all of the above, you can transform your marketing team into a well-oiled machine. Remember, continuous improvement is key – regularly assess and adjust your strategies to stay ahead in the dynamic world of marketing. 

Interested in receiving regular tips and insights to help keep on top of your marketing? Sign up to our mailing list.

Why reporting is crucial for your content marketing success 

Catherine Storey on 2nd August 2024

Last updated on 17th January 2025.

Are you fed up of not knowing exactly what’s going on with your marketing and struggling to work out what to do next to create content that converts? Then you might have a reporting problem… 

Measuring content marketing success is key to making sure you’re doing effective marketing. If you’re not doing this, then chances are you’re not going to see the content marketing success you’re looking for.  

When we start working with consultancies, the vast majority of them don’t have any formal marketing reporting in place, and they don’t even know where to start when it comes to diving into their analytics and objectively assessing what’s working and what isn’t. 

In this article, we’re going to explore some of the main benefits of reporting, including how reporting can help you overcome some common marketing challenges within your organisation; how to customise your reports for different audiences; and some of the tools available on the market right now to help you report on the right content marketing metrics. 

Key benefits of reporting for content marketing success 

Let’s start with some of the key benefits of reporting (in case you need persuading, although seeing as you clicked on this article, you’re probably already aware that this is important stuff). 

1. Identifying high-performing content  

Regular reporting helps you understand which types of content resonate best with your audience. By analysing performance metrics, you can identify trends and focus on implementing a content marketing strategy that delivers the best results.   

This helps you cater to your audience’s preferences and needs based on cold, hard facts rather than gut feeling, ensuring that you’re providing value with your content every single time.  

2. Tracking progress towards goals  

Reporting also allows you to track your progress towards achieving specific content marketing goals. By defining clear content marketing metrics and regularly monitoring them, you can see how close (or far) you are from reaching your targets.  

This information is crucial in making adjustments to your content strategy and optimising it for success. 

Obviously, this relies on you having already established marketing objectives and KPIs. If you don’t already have those set up, find out more about marketing strategies here. 

3. Identifying areas for improvement  

Through reporting, you can identify areas where your content marketing efforts may be falling short. For example, if certain types of content consistently underperform, it may indicate a need for improvement in those areas. 

Basically, we like to follow the simple principle of: If it works, do more of it. If it doesn’t, stop it. 

4. Gaining insights into your target audience  

Reports provide valuable insights into your target audience’s behaviour, preferences, and engagement patterns. You can then tailor your content marketing strategies to better meet their needs and improve overall effectiveness.  

It’s a great way to move away from making assumptions. It’s easy for all of us to fall into the trap of assuming we know exactly how our ideal clients behave… but the reality is that people are unpredictable, so we always need to check our assumptions against the data. 

5. Eliminating unnecessary tasks  

By tracking and analysing your activities, you can determine which tasks are contributing to your goals and which are not. This helps streamline your efforts, ensuring you focus on high-impact activities and avoid wasting time on less productive tasks.  

Like we said earlier, if it doesn’t work, don’t do it. For example, in 2024 we saw a big drop in performance on X (formerly Twitter), so we adapted our clients’ strategies and refocused on higher performing channels, such as LinkedIn and email marketing to ensure continued results. 

6. Testing and assessing content marketing efforts 

Reporting enables you to test various strategies and measure their impact. By comparing different approaches, you can refine your tactics, optimise your campaigns, and ultimately achieve better results.  

Ultimately, marketing is all one big test, and having a regular reporting structure gives you the freedom and confidence to run more tests that are more creative and daring, without the fear that you’re wasting time and money: You know that you’ll get valuable insights and be able to draw some kind of meaningful conclusion from any new marketing initiatives you’ve tried. 

Overcoming challenges in the marketing department  

If you work in the marketing department of a larger organisation, you may find that marketing initiatives to create content are sometimes deprioritised, making it harder to do your job effectively. Kind of depressing, we know, but that’s just business for you! 

Here’s how reporting can help you overcome this challenge:  

Gaining higher management support  

Creating a monthly content marketing report and sharing it with higher management allows them to see the tangible impact of your marketing efforts. This visibility can lead to increased prioritisation and investment in marketing.  

For instance, if management sees positive content marketing ROI, they are almost certainly more likely to allocate additional resources for training or new tools to help you take your content marketing to the next level. So you can continue to demonstrate how your content marketing strategy is directly contributing to the bottom line. 

Encouraging employee contributions  

Sharing a content marketing report with all employees can highlight the importance and impact of marketing across the organisation. Acknowledging contributions from other departments can foster a collaborative environment.  

For example, if Claire from accounting provided content for some new web pages, highlight this in the report and acknowledge her efforts. This not only makes content creation easier but also encourages others to contribute, broadening the range of topics and perspectives in your marketing content.  

There are no downsides to celebrating the great work of people across the business when you’re trying to embed a marketing-first culture and ensure consistent content contributions. 

Ensuring alignment with business objectives  

Regular reporting helps align marketing activities with overall business objectives. By clearly demonstrating the impact of your efforts on key performance indicators, you can show how content marketing is contributing to the company’s goals and success.  

This strengthens the case for continued investment in marketing initiatives and keeps your stakeholders happy, which is what we like to see. 

Customising your reports to different audiences  

When preparing your reports, it’s essential to consider the audience you are presenting to, exactly like you’d do with any other piece of content you’re creating.  

Here’s how you can tailor your reports to different groups for the best outcomes:  

Tailoring reports for the marketing team  

When preparing reports for the marketing team, focus on providing actionable insights that can guide their efforts and decision-making when it comes to implementing the content strategy.  

Include detailed performance metrics, such as engagement rates, conversion rates, and traffic sources, along with an analysis of what these numbers mean for ongoing and future content marketing campaigns. Highlight specific areas that need improvement and suggest possible strategies or adjustments they can implement.  

Additionally, offer insights into successful campaigns or content types to encourage replicating these efforts. Clear, concise, and actionable reporting ensures that the marketing team has the information they need to effectively execute strategies and drive results. 

For employees and colleagues  

Keep the information light and engaging. Highlight key successes and interesting insights without overwhelming them with too many stats. This approach keeps them informed and motivated without burdening them with excessive details.   

Use visuals such as charts or graphs to present data in an easy-to-digest format, and include quotes from satisfied customers or positive feedback on content marketing efforts. 

For senior management  

Your reports for senior management should focus on the big picture. While it’s important to include relevant content marketing metrics and performance data, also highlight the overall impact of content marketing on business goals and objectives.  

Present clear and concise summaries that demonstrate how content marketing is contributing to revenue growth, customer acquisition, brand awareness, and other key areas.  

This information will help them make informed decisions about resource allocation and future strategies. 

What platforms are available for reporting?  

The value of platforms and integration in content marketing reporting  

Using dedicated platforms and integration tools for content marketing reporting can save time, reduce errors, and provide deeper insights compared to manual reporting methods.  

These platforms automate data collection and analysis, ensuring that information is accurate and up-to-date. They allow marketers to centralise data from multiple channels, such as social media, email campaigns, and web analytics, into one cohesive dashboard.  

This integrated approach not only streamlines workflows but also provides a comprehensive view of performance, enabling content marketers to make more informed decisions for their content strategy.  

Manual reporting, on the other hand, is labour-intensive and prone to errors. Extracting data from various sources, organising it, and creating reports can be time-consuming and inefficient.  

Mistakes in calculations or data formatting can lead to misguided strategies, affecting overall performance.  

By leveraging reporting platforms and integrated tools, marketers can avoid these pitfalls, maintain consistency, and focus on refining strategies rather than managing data.  

Harnessing the power of technology makes content marketing reporting more efficient, actionable, and impactful. 

Make the most of scheduling platforms  

Social media scheduling tools like Loomly and Hootsuite don’t just help you organise your content calendar and get your posts out on time; they can also simplify the reporting process by collating data from your social posts in real-time. These platforms make it easy to extract relevant social media analytics information whenever you need to and compile it into a comprehensive report.  

You can also find lots of free templates online to help structure your reports effectively.  

Taking advantage of the reporting features within these tools can streamline your workflow and free up more of your time to focus on creating valuable content. 

Integrate analytics tools  

Analytics tools like Google Analytics or Kissmetrics can provide in-depth insights into website traffic and visitor behaviour. These tools allow you to track conversions, engagements, demographics, and more.  

With integration capabilities, you can automatically pull data from these tools into your reports, making it easier to monitor the impact of marketing efforts on website performance.  

For example, Google Analytics offers lots of different views of your data, depending on what content marketing metrics you’re most interested in. It’s worth spending some time to set up custom dashboards within Google Analytics so you have your most important performance data accessible at a glance, including blog post performance. 

This enables you to identify trends and patterns in user behaviour that can guide future strategies. 

Leverage advanced AI tools  

If you’re overwhelmed with tasks, consider using advanced AI-supported tools such as Semrush, Lately, Socialbakers, and Sprinklr.  

These tools provide automated reporting, generating detailed and accurate reports with minimal manual input. This not only saves time but also ensures precision in your data analysis.  

Find out more about how AI can fit into your marketing strategy. 

Utilising third-party reporting tools  

For content marketers working in consultancies or agencies, using third-party reporting tools can provide additional benefits.  

These platforms offer advanced reporting features and customisable dashboards that cater to the unique needs of consultancies and agencies.  

They also allow for collaboration between team members and clients, making it easier to gather feedback and make adjustments in real-time.  

Some popular options include Agency Analytics, ReportGarden, and DashThis. 

Benefits of using Agency Analytics for reporting on content marketing success 

Agency Analytics is one example of a great all-in-one reporting tool that can do a lot of the heavy lifting for you. It offers a range of features tailored specifically for consultancies and agencies.  

The intuitive interface allows marketers to easily create customised reports with data from various sources such as social media, SEO, PPC, and more. Collaboration tools make it easy to share reports with clients and gather feedback, streamlining the communication process.  

Agency Analytics also offers white-label options, allowing you to brand reports with your company’s logo and colours. This not only adds a professional touch but also reinforces your agency’s branding. 

In conclusion  

Reporting is an essential part of any marketing strategy. It provides valuable insights for decision-making and helps track progress towards goals. By using dedicated reporting platforms and integration tools, marketers can streamline their workflows, maintain accuracy in data analysis, and provide clear and actionable information to various stakeholders.  

Additionally, leveraging advanced AI tools or third-party reporting platforms can offer additional benefits when it comes to measuring content performance. These tools automate the reporting process, saving time and improving precision, while also providing collaboration features for effective communication with clients.  

Overall, embracing these technologies can enhance content marketing reporting and drive successful outcomes for businesses. So, it is crucial for marketers to invest in these platforms and make full use of their capabilities to maximise the value of reporting in their content marketing strategies.  

The ever-evolving landscape of technology offers endless possibilities for improving and enhancing reporting processes, so staying updated on new tools and integrating them into your workflow is essential for ongoing success.  

With the right combination of platforms and integration techniques, content marketing reporting can become more efficient, accurate, and impactful than ever before. 

What a Marketing Strategy Actually Delivers

Catherine Storey on 15th July 2024

In the bustling world of business, standing out from the crowd is paramount. At Freshbat, we understand that a well-crafted marketing strategy is the cornerstone of any successful business. But what are the tangible outcomes of implementing an effective marketing strategy?  

In this blog, we delve into the key benefits and results you can expect, and how a marketing approach can help you achieve them.

1. Increased Brand Awareness 

Why It Matters

Brand awareness is the extent to which customers recognise and remember your brand. Higher brand awareness leads to increased customer loyalty, more word-of-mouth referrals, and ultimately, higher sales. 

Marketing Approach

Leverage cutting-edge digital marketing techniques, including social media campaigns, content marketing, and SEO, to position brand in front of your target audience. Consistently engaging with potential customers ensures your brand remains top-of-mind. 

2. Enhanced Customer Engagement 

Why It Matters

Engaged customers are more likely to become repeat buyers and brand advocates. They interact with your brand, share their positive experiences, and provide valuable feedback. 

Marketing Approach

Create personalised marketing campaigns that resonate with your audience. Using data-driven insights, tailor your content so that it speaks directly to your audience’s needs and interests, fostering a deeper connection between your brand and your customers. 

3. Higher Conversion Rates

Why It Matters

Conversion rates measure the percentage of visitors who take a desired action, such as making a purchase or signing up for a newsletter. Higher conversion rates translate directly into increased revenue. 

Marketing Approach

Optimise your website and landing pages for user experience and employ targeted advertising to ensure that your marketing efforts convert visitors into customers. Constantly reviewing lead funnels and performance analytics enables continual refinement and improvement of conversion rates. 

4. Improved Return on Investment (ROI)

Why It Matters

ROI measures the profitability of your marketing efforts. A high ROI means you’re getting more value out of every penny spent on marketing. 

Marketing Approach

Focus on cost-effective strategies that deliver measurable results. Comprehensive analytics can track the performance of each campaign, allowing the allocation of resources to the most effective channels and tactics. 

5. Stronger Competitive Positioning 

Why It Matters

In a crowded marketplace, distinguishing your brand from competitors is crucial. Effective marketing strategies highlight your unique value proposition and attract customers who align with your brand’s values.

Marketing Approach

Conduct thorough market research to understand your competitors and identify gaps in the market and position your brand strategically to ensure you stand out and attract the right customers. 

6. Sustainable Business Growth

Why It Matters

Sustainable growth ensures long-term success and stability for your business. It involves building a solid customer base and continuously adapting to market changes. 

Marketing Approach

Holistic marketing strategies are designed for scalability, whether you’re a startup or an established business, marketing strategies are flexible plans that evolve with your company and the market landscape. 

Achieve remarkable outcomes with Freshbat: Fun, Effective, Fresh 

A well-executed marketing strategy is more than just a plan; it’s a pathway to achieving your business goals. At Freshbat, we are committed to delivering outcomes that matter. From increased brand awareness to sustainable business growth, our tailored strategies are designed to propel your success. 

By focusing on these key outcomes, Freshbat ensures your marketing strategy is not just effective, but transformative. With our expertise and dedication, you can achieve remarkable results and drive your business forward. 

Need help with your marketing? Let’s talk. 

The Best B2B Social Media Agencies in the UK 

Catherine Storey on 28th June 2024

Navigating the dynamic world of social media can be challenging, but partnering with the right agency for your B2B brand can make all the difference. Whether you’re looking to boost your brand’s presence, engage with your audience, or drive conversions, these top social media agencies in the UK have got you covered.  

Here are some of the best social media agencies renowned for their exceptional service and innovative strategies. 

1. Freshbat

Freshbat is an award-winning social media and content agency, specialising in strategic communications for B2B businesses, particularly in professional services and STEM sectors. We focus on ensuring you have a social-first strategy that ties your social activity to commercial results and demonstrates real influence on your pipeline, particularly on channels that a less ‘traditionally’ B2B, such as Instagram and TikTok. Get in touch to discuss anything you need help with.

2. OST

OST is a leading social media agency known for its creative campaigns and strategic approach. They help B2B businesses with both brand awareness and lead generation, depending on the main priority. They also have offerings in B2B influencer marketing and paid social campaigns, covering the full spectrum of social activity.

3. Gravity Global

Gravity Global is an award-winning global marketing agency, offering services including demand generation, brand and repositioning strategy, communications and digital marketing. They have offices around the world, including their head office in London and others in the US, Brazil, Germany, Denmark and South Africa.

4. Fox Agency

Fox Agency is a B2B marketing agency for tech companies and has offices in London and Leeds. In addition to social media services, they also offer complementary services including research, insight and strategy, brand and creative, PR and influencer marketing, video, animation and CGI, marketing automation and demand generation and virtual events. This means they can offer a truly integrated marketing offering.

5. Kingpin

Kingpin is based in London and describes themselves as a technology marketing agency. They’ve worked with a number of global tech brands including Microsoft, Quest and McAfee. Services include: Lead generation, account-based marketing, channel marketing, content marketing, audience research, business development, social media marketing and SEO and PPC.

Struggling to get client case studies? Here’s your solution

Catherine Storey on 23rd May 2024

In the business world, client case studies are a powerful testament to your offering/service and are something many prospects look at before even deciding to speak to you! They seek to answer a crucial question, “Can this business deliver results?”. You’ll also sometimes hear this referred to as ‘social proof’. 

Think about it. Before you purchase a product or service, you probably go through the company’s reviews and have a deep dive into its website and social media, especially when it’s a high-value investment.  

Similarly, your customer goes through many touch points before you even talk to them, so the content that’s on your website is one of the determining factors in whether they make the purchase, or even make the step to get in touch with you.  

So, how can you get more case studies?  

1. Build relationships

Well firstly, this goes without saying, but prioritise building strong relationships with your clients. I’m sure you make it your top priority to build good relationships with your clients but what I’m saying is, that having an open and honest relationship with them in general will mean they are more likely to accept having a case study about them created and posted for the world to see. 

It’s not always the case though. You may have a client that you’ve delivered exceptional results for but you’re not sure whether they would be happy to have a case study based on them and posted online, in which case, there are a few other approaches you can try.

2. Approach it differently

Words are a very powerful tool. For example, instead of asking, ‘Can we post a case study online about the work we’ve done with you?’ something like this is better ‘Would you be happy to be featured on our website or social media?’. Frame it in a way to help them see the benefits to it too, such as exposure for their business and what they do. Of course, always be honest and transparent with the fact it is indeed a case study.  

3. Be considerate

Don’t be too harsh towards the client on the case study when explaining the issues they had. For example, ‘The client’s social media was terrible with badly written posts and irrelevant content’. This is bad practise and if anyone wants to work with you, they probably won’t after seeing that. It’s embarrassing for them! All you need to include is the problem they had, the solution from your product/service and the results. 

Also, offer to let them read it before it goes live. There may be information on there that they don’t want shared anywhere which they can flag before it gets plastered everywhere.  

4. Anonymous case studies

You can always anonymise client case studies too. You might be thinking that it doesn’t resonate the same without a business or person being linked to it, but it still showcases your work and is much better than having a limited amount of case studies, or none at all.  

5. Small projects are worth shouting about too!

Think about instances where you worked on a small project, did you deliver some sort of solution to a problem? Yes? Then it’s time to create a case study for it!  

We often overlook small projects or even forget about them, but chances are there will be prospects that will be looking to do just that and by having a mix on your website, you can attract different, but still relevant audiences.   

Client case studies are invaluable assets in demonstrating your business’s ability to deliver results. By building strong relationships with your clients and approaching the request for case studies thoughtfully, you can showcase that your business delivers good results. 

By implementing these strategies, you not only increase the amount of case studies you have, but also enhance your credibility and appeal in the eyes of prospects. 

How Long Should A Marketing Strategy Take? Discover Your Marketing Strategy In A Day

Catherine Storey on 12th September 2023

Is marketing becoming a source of stress and you don’t have the expertise available to develop your marketing strategy? Then look no further. At Freshbat, we’re delighted to share the launch of our new service: Marketing Strategy In A Day. In this post we explore what this service includes, how it works and how you can benefit from it. 

What exactly is Marketing Strategy In A Day?

Our Marketing Strategy In A Day service can transform your marketing strategy in a quick but effective way, leaving you feeling more confident and in control of your marketing. No need to spend months developing your own marketing team when you can have a full day’s access to our highly experienced team. 

Who is this service for?

This service is for business owners who: 

  • Want to grow their business fast in the next 12-18 months 
  • Lack consistency with their marketing 
  • Haven’t found the right fit and are struggling to find the right marketing support 
  • Are being dragged into marketing issues which takes time away from other important business activities 

How it works

Now this may sound too good to be true, but it’s not! Using our expertise, we spend a day with you and your team to develop a bespoke marketing strategy that helps you to achieve your goals.

We will undertake a full marketing audit, which will reveal what’s working well and what isn’t working so well with your current marketing.

Then, we develop your target audience and marketing mix, and structure a plan for creating effective content consistently.

Not only that, but we also provide you with knowledge on how to resource your marketing whilst staying within budget yet still achieving your goals!

Around a week after we have seen you, we deliver the final strategy for you to review. After you’ve had a chance to look over the strategy, we will have a follow-up call where we will discuss any questions or changes. 

Locations

Each Marketing Strategy In A Day session will be held in a premium location around the UK such as: 

  • Home Grown Members Club, Marylebone, London  
  • The Oval, London  
  • Twickenham Stadium, West London  
  • The Amex Stadium, Brighton 

Our top priority is our clients’ convenience. That’s why if you’re not located near one of our usual places, we will travel to a location that suits you best – just let us know and we’ll find somewhere suitable. 

No obligations

You may be hesitant to approach an external marketing company however, there is no obligation to become a permanent client with us. The Marketing Strategy In A Day service is just a one-off investment and there are no long-term contracts or commitments required from you. We will deliver you a high-quality marketing strategy curated by our highly qualified marketing team which you will be able to implement in your day-to-day business with ease. 

This is the answer to all your marketing problems! Find out more about our service here and if you need more information don’t hesitate to contact us. 

About us

We’re Freshbat – a strategic communications agency providing integrated marketing services to business leaders who embrace change and value marketing in a proactive and trustworthy environment.

Our goal is to give you more headspace, help you to make stuff happen and build better relationships by taking a fresh approach to marketing. We know you’re the kind of person who wants to be considered an inspiring and empowering leader for your business.

In order to be that way, you need to be in control of your marketing. The problem is you feel your marketing isn’t good enough, which in turn makes you feel confused and frustrated that you don’t have the resources, creativity or expertise to solve the issue.

We believe it’s just plain wrong that business leaders are tasked with keeping up with the rapidly changing marketing landscape on their own. That’s why we provide integrated marketing solutions through our worry-free marketing process.

Here’s how it works: we have an initial call to find out the things holding you back, we then create a bespoke strategy to reach your ideal clients and finally we implement your marketing plan for you so you can worry less and achieve more. We create tailored and integrated marketing solutions that bring order, strategy and results while having fun in the process (yes, it’s possible!).

Our core services include:  Marketing Strategy In A Day Content marketing strategy  Social media management  Email marketing  Blogging and web content

Contact us to see how we can help you take a fresh approach to marketing. Email hello@freshbat.com to book your discovery call