Author Archives: Ann James

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About Ann James

Expert B2B marketing generalist. Digital advantage meets offline. Obsessor of results. Curious, doer, collaborator, deliverer. Questionner. So What? B2B marketer offering a unique combination of creativity, strategic planning and 'can do' attitude. Over 20 years' experience in marketing SaaS & tech for EMEA start-ups, scale-ups and corporate organisations. Extensive skills in creating successful messaging and campaigns to ensure lead and business generation in competitive and emerging technology markets. Highly organised with particular attention to detail, an excellent communicator and pragmatic marketer, delivering programmes that get results. The 'So what marketing' blog is the expression of all I have learned - am still learning - about B2B marketing - I hope it's of some use to you. Contact me for consultancy, contract or permanent assistance to boost your sales pipeline. https://www.linkedin.com/in/ann-james-627973/

Scattered Secrets: How CRM Silos Can Kill Pipeline Potential

Posted on February 20, 2024 by Ann James

Just imagine: you’ve invested in a sleek, top-of-the-line CRM system, yet sticky notes prevail, your inside sales team still relies on spreadsheets and your sales team prefers the enclosed bounds of their little black book. Marketing blasts out campaigns without … Continue reading →

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The Balancing Act: B2B EMEA Field Marketing vs. Central Marketing 

Posted on February 6, 2024 by Ann James

or How to be a successful Field Marketing Manager  The life of a B2B marketer is rarely straightforward, but for those navigating the nuances of the EMEA region, the stakes can feel even higher. As an EMEA Field Marketing Manager, … Continue reading →

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Behind the Logo: Weaving the Fabric of Teamwork 

Posted on February 1, 2024 by Ann James

The company logo is a badge of honour, a symbol of belonging to something bigger than yourself. If you’re wearing the logo, you’re on the team, you share the goal and vision. But true teamwork transcends just sporting the colours. … Continue reading →

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Email: The Ten Commandments

Posted on January 29, 2024 by Ann James

1. Don’t waste a word. Hook them with the subject line, be clear, concise, and unique – pique curiosity without misleading. One chance to make a first impression and all that. 2. Know your audience. Know each audience in fact, … Continue reading →

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Trade shows – sore feet is the easy bit.

Posted on January 22, 2024 by Ann James

Trade shows – book the stand, brief the graphic design with some catchy messaging, book the hotels, roll up, eye up competitors’ stands, have a chat with former colleagues, overdo it at the show party and go home with a … Continue reading →

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B2B Marketing? It’s Basically Selling Toothpaste (to People, Not Teeth)

Posted on January 15, 2024 by Ann James

Craving a quick sugar fix? Businesses have them too, not for sweets, but for efficiency. That’s where B2B marketing comes in. Think it’s different from selling toothpaste? Wrong! Both are about understanding human needs and desires, even if one involves … Continue reading →

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What before How

Posted on December 18, 2023 by Ann James

So many marketing organisations seem to have all the channel delivery but none of the planning of what they need to say, to whom and when. Relevance trumps channel and frequency. Social is just a message channel. Blogs are a … Continue reading →

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Schrodinger’s lead

Posted on December 8, 2023 by Ann James

Just as the cat is both alive and dead until the box is opened, a lead is both valuable and not valuable until it is qualified and nurtured. Until a lead is qualified, you don’t know if they are a … Continue reading →

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Noise or a voice?

Posted on December 8, 2023 by Ann James

There’s so much noise out there, it’s overwhelming. I’m talking really about the noise of high volume content, which says nothing of note, noticed by nobody in particular, just adding to the general fray. Am I talking about AI generated … Continue reading →

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Weaving the strands together

Posted on December 8, 2023 by Ann James

Plans and lists. Successful marketing outcomes rely on a breadth of planning activities that can’t be underestimated, even if no-one outside the marketing team really cares about or needs to see what’s involved. Any campaign or event, from the single … Continue reading →

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