In this interview, Senior Marketing Manager Suzy Krohn shares insights from her experience leading demand generation and digital marketing initiatives across leading technology companies. She discusses the evolving role of marketing in driving revenue growth, strengthening GTM alignment, leveraging AI, optimizing customer journeys, and building high-performing teams in complex B2B environments.

Welcome to the interview series, Suzy. Could you tell us about yourself and your journey as a marketer?

Thank you so much for having me. My career has been driven by one core belief: that marketing should be measurable, strategic, and deeply connected to revenue outcomes.

I started at Microsoft, managing digital demand for Office 365 and Azure. That foundation in SEM, landing page optimization, and trial conversion shaped how I think about the full funnel. From there, I moved into agency-side work at Wheelhouse Labs, which gave me incredible breadth running paid programs across both B2B and B2C accounts simultaneously.

The through line in all of it has been performance: what’s actually driving the pipeline, and how do we do more of it efficiently? That eventually brought me into enterprise cybersecurity and tech, first at F5, then Palo Alto Networks, and Cloudflare, where I led global paid media and digital demand for enterprise and executive segments. There, I owned multi-channel programs end-to-end, from strategy and audience segmentation through CRO, attribution, and executive reporting. I partnered closely with Sales and BDR leadership to ensure that marketing-generated leads converted into opportunities and pipeline.

You’ve led global marketing initiatives. What are the biggest challenges in scaling campaigns across different regions?

You must be willing to adjust strategies as tactics evolve and new channels surface. You can’t really master Digital Marketing until you’ve realized that success usually comes from experimentation and understanding your ICP (Ideal Customer Profile).

At Cloudflare, running global programs for enterprise segments, I learned quickly that audience signals, buying committee dynamics, and even platform performance vary by region. What resonates in NAMER doesn’t always translate to APAC; the pain points, the compliance concerns, and the personas involved in a security buying decision are all slightly different.

Another challenge is budget allocation. When you’re operating globally, you need a disciplined framework for deciding where to concentrate spend based on pipeline signals and intent data rather than just historical preference. I leaned on Demandbase’s account tiering and intent signals to make those calls rather than distributing budget evenly and hoping for the best.

And last but not least is agency and team coordination. I ran weekly performance syncs with external agency partners across channels, and maintaining accountability to shared KPIs across time zones and market contexts is genuinely hard. You need clear measurement frameworks, rigorous attribution, and the discipline to act on data quickly. The best GTM teams create shared incentives and reporting across functions.

As a performance marketing leader, how do you connect campaign performance to revenue outcomes?

This is the question I’m most passionate about, and honestly, the one where a lot of marketing teams still fall short.

My approach starts with instrumentation. You can’t connect marketing to revenue if your attribution stack isn’t built properly. At every company I’ve been at, I’ve worked to ensure that GA4, Salesforce, Bizible, and Marketo are talking to each other and that we’re tracking the full funnel: CPC and CTR at the top, MQL-to-SAL conversion in the middle, and opportunity creation and pipeline velocity at the bottom.

But beyond the tools, the real unlock has been how I engage with Sales. At Cloudflare, I served as an embedded partner to BDR and Sales leadership. We were aligned on territory account plans and pipeline targets before campaigns even launch. That allowed me to increase Sales Accepted Leads 2x in nine months, not by generating more volume, but by improving lead quality and handoff. That’s the distinction between a marketing org that reports on clicks and one that actually moves pipeline.

The industry has started moving beyond MQL-centric thinking toward product-qualified leads and sales-qualified accounts. B2B decisions are driven by buying groups, not individual stakeholders.

How has marketing’s role evolved in the overall go-to-market strategy with greater alignment across revenue teams?

The biggest shift for Marketing I’ve seen is moving from a support function that generates leads to a genuine strategic partner in the revenue motion. Earlier in my career, the relationship between marketing and sales was transactional: we handed over leads at a threshold, and Sales did what they do best, close deals. That model is broken.

At all 3 of my most recent roles, I was deep in a compliance-driven, enterprise security environment where the buying cycle is long, and the stakeholders are cautious. In that context, marketing needs to be embedded in territory planning, not just campaign execution. At Cloudflare, I worked directly with field leadership, aligning digital programs to account plans and pipeline targets. The KPIs we shared weren’t impressions or MQLs; they are SALs, pipeline contribution, and opportunity conversion.

The broader industry is moving toward what some are calling a revenue organization: marketing, sales, customer success, and ops under a unified mandate with shared goals. I think that’s exactly right. And it requires marketers who are comfortable in Salesforce, who can present pipeline narratives to executives, and who aren’t precious about campaign performance for its own sake.

“The biggest shift for Marketing I’ve seen is moving from a support function that generates leads to a genuine strategic partner in the revenue motion.”

Customer journeys are becoming increasingly complex. How do you map and optimize them effectively?

The B2B customer journey was already complex, with multiple stakeholders, long sales cycles, and content consumed across a dozen touchpoints before anyone talks to Sales. The challenge now is that those touchpoints are multiplying: search, LinkedIn, programmatic, third-party content placements, event follow-up, email nurture, and direct SDR outreach.

My approach is to build the funnel view first. At F5, when I launched a net-new SaaS product, I built CRO and A/B testing frameworks spanning across ad creative, copy variants, and landing pages, because I knew the funnel would need continuous iteration. We improved web form conversion 1.5% QoQ through structured experimentation and generated $900K+ in attributed pipeline in six months. This discipline of test-learn-iterate across every stage is how I think about journey optimization.

At Cloudflare, I used DemandBase intent signals to understand where accounts are in their journey and allocate spend accordingly, so we were not treating a low-intent account the same way we treat one actively researching solutions. This account-tiering approach is what drove roughly a 30% reduction in CPL and CPM-to-MQL. Closed-loop reporting, which ties marketing efforts directly to the pipeline at every stage of the buyer journey, is essential. You need to know not only that someone converted, but also where in the journey the conversion happened and what influenced it.

As AI becomes more integrated into marketing, how can teams use automation to improve efficiency while maintaining creativity and authenticity?

This was something I actively navigated at Cloudflare. I deployed AI-assisted analysis to surface performance insights faster; tasks that previously required a half-day of data wrangling were reduced to minutes, enabling near-real-time optimization decisions. We also began utilizing LLMs to keep stakeholders informed on campaign performance and details. Over time, we advanced to building AI agents capable of autonomously handling repeatable tasks, such as passing leads to sales with actionable recommendations, including email follow-ups and call scripts.

Like most marketers, I am fully embracing AI technology to optimize my work, but I’m also cautious of overusing AI and creating a poor user experience. I believe the ideal balance involves human-driven content with AI assistance, treating AI as an amplifier of creativity and productivity rather than a replacement for human judgment and strategic thinking.

In cybersecurity marketing, especially, authenticity and trust matter enormously. You’re talking to CISOs and IT security leaders who are sophisticated and skeptical and have very low tolerance for generic messaging. AI can help you scale personalization and speed up analysis, but the insight into what keeps a CISO up at night has to come from a human who understands the buyer. The best-performing B2B brands deliver experiences that feel human, even when powered by technology.

What approaches do you use to keep your team motivated while driving strong marketing performance?

I think about motivation in two ways: clarity and ownership.

On clarity: People perform best when they understand exactly how their work connects to outcomes that matter. I invest a lot in making sure my team (and agency partners) understands not just the KPIs but the why behind them: why we’re targeting these accounts, why we’re prioritizing this channel mix, and why SAL quality matters more than MQL volume. When the strategic rationale is clear, people make better decisions independently and feel more invested.

On ownership: I try to give people real accountability for things they can influence. At Cloudflare, when I reduced CPL by 30% through account segmentation and channel optimization, it wasn’t just me; it was a team with the freedom to experiment, the data to learn from, and the accountability to act on what the data showed. I build testing frameworks not just for the performance benefit but because testing creates a culture of learning where experimentation is expected.

I’ve had some incredible leaders in my career that I have learned from. What they had in common is that they rewarded and celebrated wins (big and small), but they also encouraged honest post-mortems to learn from failures, mistakes, or unproven hypotheses.

About Suzy Krohn:

Suzy Krohn is a demand generation and paid media marketing leader with over a decade of experience driving global growth across B2B SaaS, IT, and cybersecurity organizations. She specializes in building high-performing teams and scalable marketing programs that increase brand awareness, improve lead quality, and accelerate pipeline growth. Passionate about sales and marketing alignment, Suzy combines data-driven strategy, attribution expertise, and AI-powered innovation to deliver measurable business outcomes.

The post From Clicks to Pipeline: How Suzy Krohn Connects Marketing Performance to Business Growth appeared first on iTechSeries.

Alisa Hammond, Senior Marketing Manager at Deltek, shares insights from leading full-funnel marketing programs across B2B and SaaS organizations. She discusses aligning brand, demand generation, and conversion strategies through audience-focused marketing while exploring AI, SEO/AEO, and automation. Alisa also highlights the importance of collaboration, experimentation, and psychological safety in building innovative teams and driving sustainable growth.

Welcome to the interview series, Alisa Hammond. Could you tell us about yourself and your journey as a marketer?

Hello! I’m Alisa, and I am a marketer, millennial, and mom from Michigan. I’m coming up on 11 years of experience across the full digital marketing mix: paid search, SEO, social, email, content creation and promotion, CRO, and analytics. I’m passionate about what I do, and that passion is typically fueled by cold brew and sour candy!

I graduated from Michigan State University with a Marketing degree in 2015 and kicked off my career at Plante Moran as a Senior Marketing Consultant. The role gave me incredible exposure to a wide range of industries and marketing tactics and built a foundation that deeply shaped how I think about campaign strategy and delivery. It’s also where I discovered my passion for B2B marketing specifically, which has been my focus ever since.

After five years at Plante Moran, I moved into social media management at LLamasoft. This shift helped me transition into the SaaS space—the industry I was most eager to be in—and I joined Deltek shortly thereafter in December 2020, where I have been ever since. As a Senior Marketing Manager at Deltek, I’ve had the chance to lead global, full-funnel SEM programs; manage significant paid media budgets; and launch CRO strategies and platforms. I’ve recently shifted to my current focus, which is supporting and helping scale Deltek’s video content strategy. I also write and optimize website content for SEO/AEO, which has helped bring together my creative and analytical passions.

You’ve led full-funnel marketing programs across multiple channels. How do you align brand awareness, demand generation, and conversion goals?

My approach always starts with the business goal—what are we trying to achieve, and how does marketing ladder up to it? From there, I work backward to define what each stage of the funnel needs to accomplish to move prospects toward conversion.

The key to alignment, in my experience, is building every tactic and content package around where the audience is in their buying journey. That doesn’t mean abandoning consistent branding or core messaging. What it does mean is being intentional about the role each stage plays and tailoring the experience accordingly.

A prospect who has never heard of your product is in a fundamentally different mindset than someone who has been in your nurture stream for six months. At the top of the funnel, I lean on organic social, SEO- and AEO-informed thought leadership, ungated content, and community engagement to build awareness and drive discovery. As we move down the funnel, the focus shifts to higher-intent tactics: retargeting, paid search, email nurture programs, landing page CRO, and sales enablement—all designed to convert engaged audiences into qualified leads.

The thread that ties it together is measurement. Each stage has its own KPIs, but I’m always looking at how they connect—whether awareness efforts are feeding the right audiences into mid-funnel programs and whether those programs are producing pipeline that converts.

“A prospect who has never heard of your product is in a fundamentally different mindset than someone who has been in your nurture stream for six months.”

Tell us about your most memorable experience as a marketer.

One of the most formative moments in my marketing career was attending Digital Summit and hearing Seth Godin speak firsthand about storytelling and trust. Sitting in the front row for that presentation left a lasting impression—his thinking on how brands earn trust through authentic, consistent narratives continues to shape how I approach my work. His books and talks remain a go-to source of inspiration when I need to reconnect with the why behind what I do. That experience also reinforced how meaningful storytelling can create stronger connections and influence the way audiences perceive and engage with brands.

How do you see AI and automation changing digital marketing, analytics, and campaign optimization over the next few years?

AI is transforming our industry in ways that are already tangible, and I think the changes we haven’t yet anticipated will drastically overshadow the ones we have.

What I can speak to is how it’s already reshaping the way I work. I’ve used AI to assist me with things like real-time bid optimization, analytical forecasting, automated reporting by tactic and channel, SEO and AEO optimization, and content reviews. Those repeatable, process-driven tasks are exactly where AI shines—it makes marketers faster without sacrificing quality, and it frees up something we all have too little of: time.

For me, that reclaimed time goes toward the work I find most energizing. designing video and blog content, ideating new campaign strategies, and pursuing special initiatives that have a real, measurable impact for my team and the business. AI handling the repetitive lift means I can show up more fully for the creative and strategic work that moves the needle.

On the analytics and optimization side, the shift feels even more significant. AI-assisted tools are getting better at surfacing performance patterns and suggesting or automating adjustments in real time. That changes our job from pulling together disparate reports from multiple platforms to interpreting signals and making strategic calls, which is a much better use of talent.

Where I think we need to stay thoughtful is around brand voice and trust. The efficiency boost is real, but AI doesn’t inherently understand the human context around things like pain points or complex thought processes. Trust me, people know when you’ve used AI for content, and this can backfire on the market’s perception of your brand. My approach is to use AI to move faster and test more while keeping a close eye on quality, consistency, and if the work we are doing is resonating the way we want it to.

For marketing leaders looking to scale growth, what mindset or operational practices are most important for long-term success?

Two priorities come to mind that I feel strongly about, especially right now.

The first is protecting human connection and collaboration, even as AI becomes increasingly embedded in the way we get work done. Marketing teams that stop learning from each other, stop building relationships internally and externally, and start working around people instead of with them are going to lose something quite difficult to recover—the ability to communicate and connect authentically, which is already complex in an increasingly remote profession. It sounds clichéd, but there is truly nothing more valuable in any organization than the experience, creativity, innovation, and connections built by the people who work there. Companies need to invest in their people, but the people also need to invest time, trust, and curiosity in each other.

The second is something that I am also learning in real time, which is the importance of fostering a sense of psychological safety to try something new, even if there’s a possibility it will fail. Innovation and education happen when we take risks, so true leadership means consistently reminding your teams that marketing experiments aren’t a “pass or fail” final exam but a year-round lesson plan.

About Alisa Hammond

Alisa Hammond is a B2B SaaS marketing leader with 11 years of experience across SEO/SEM, social media, CRO, analytics, content strategy, and paid media. Currently at Deltek, she leads full-funnel digital marketing initiatives and video strategy programs. Passionate about data-driven decision-making and audience-centric marketing, Alisa combines analytical expertise with creative storytelling to drive sustainable growth, campaign performance, and impactful customer engagement.

The post Scaling Growth with Human-Centered Marketing: A Conversation with Alisa Hammond appeared first on iTechSeries.

Linda Geerdink, VP Global Revenue & Digital Marketing at SUSE, shares how modern marketing is evolving into a revenue-driving engine. From aligning closely with sales and product to leveraging AI and intent-driven strategies, she explores building scalable demand programs, optimizing conversions, and redefining success through pipeline impact, buyer journey velocity, and measurable business outcomes.

Welcome to the interview series, Linda. Could you tell us more about your journey as a marketing leader?

My journey has been one of deliberate evolution—from starting in communications, through field marketing and program management, to building and leading a global revenue engine today. What’s stayed constant is my belief that marketing only matters when it moves business outcomes. I started my career in consumer brands—Mattel, Beiersdorf—where I learned the power of clarity, audience understanding, and brand discipline. Then I moved into B2B tech, first at Unit4, then VMware, and then SUSE, where I’ve been able to apply that rigour to demand generation and digital strategy at scale.

At SUSE, I built the global demand generation function essentially from scratch. Over a period of six years, we grew a marketing-driven pipeline by more than 5x—and I’m proud that this didn’t happen by accident. It happened through a clear strategy, building up a strong team and a state-of-the-art technology and data foundation, and a relentless focus on what drives revenue.

I’ve always led with curiosity. I’ve never been afraid to experiment, rebuild, or challenge the status quo—including my own assumptions.

How do you align marketing with sales, product, and regional leadership to accelerate scale performance?

Alignment isn’t a meeting cadence—it’s a shared language and shared goals. The moment marketing speaks in MQLs and sales speaks in pipeline, you have a translation problem. I’ve worked hard to eliminate that gap.

The way I approach it: sales targets feed into the marketing targets. If the business needs to grow a specific segment by 40%, that’s not just a sales ambition—that’s marketing’s ambition too. We work backwards from revenue goals to determine where marketing needs to play, how much pipeline we need to generate, and which accounts and personas we need to move. Marketing & sales need to work on ONE shared strategy.

Marketing’s campaign strategy centers around sales plays and product priorities. Every major campaign is co-designed with regional sales and product leadership. We run joint pipeline reviews and share the same data and dashboards.

I hold my team accountable to pipeline and revenue metrics—not just top-of-funnel volume. That shared accountability changes the dynamic entirely. Sales stops seeing marketing as a service function and starts seeing us as a growth partner.

Which digital channels or strategies have proven most effective in driving inbound and performance marketing globally?

The honest answer is that it depends on where your buyer is in the journey. But if I had to name the strategies that have consistently delivered, I’d point to three.

First, organic search is a long-term compounding asset. SEO done well now shifts to GEO for AI-driven discovery—it drives inbound at scale without proportional cost growth. We’ve invested heavily in web experience and content to make this work.

Second, intent-driven ABM. Combining intent data with personalised outreach to accounts showing active buying signals has been transformational. It stops the spray-and-pray and focuses energy where conversion probability is highest and where engagement is built with key targets and ideal customer profile accounts.

Third, the hand-raiser experience. We doubled our intake of sales calls, demos, trial requests, and pricing inquiries—not just by generating more traffic, but by obsessing over what happens when a prospect engages. Speed, relevance, and follow-up matter enormously. AI SDR capabilities (email and web-based) have been a game-changer.

The biggest lever most marketers underuse: conversion optimisation. You don’t need more traffic—you need to do more with the traffic you already have.

“Brand is the foundation that makes demand generation more efficient. When buyers already trust you, your cost-per-pipeline-dollar drops.”

As a marketing leader, how do you balance the need for long-term branding with short-term demand generation goals?

This tension is real. Long-term brand investment is hard to defend when pipeline targets are due next quarter. So I’ve learned to make brand work carry short-term weight—and make demand work carry brand equity.

The way I think about it: every piece of content, every campaign, every digital touchpoint is both a brand moment and a demand moment. The question is emphasis. A thought leadership piece builds authority—but it also captures intent. A performance campaign drives pipeline—but the messaging still has to reflect who we are as a company.

Brand investment needs to be connected to measurable outcomes: share of voice, organic search rankings, and net new logo engagement. And demand generation needs to be protected from short-termism by making sure we’re building audiences, not just harvesting them.

Brand is the foundation that makes demand generation more efficient. When buyers already trust you, your cost-per-pipeline-dollar drops.

How have AI tools transformed the way you engage prospects and accelerate conversions?

AI has genuinely changed what’s possible—and my team has been an early and deliberate adopter. We’ve implemented AI in two critical areas.

The first is inbound conversion. We introduced AI SDR capabilities to ensure that when a prospect engages in any campaign (online and offline), the follow-up is fast, relevant, and personalised—regardless of time zone or team capacity. Speed to lead is a known conversion driver; AI removes the human bottleneck without losing the human touch.

The second is content production at scale. We’ve built AI-powered content workflows that allow us to produce market-specific, persona-relevant content without proportionally growing the team. This is not about replacing creativity—it’s about removing the operational friction that slows campaigns down.

But the most important shift AI has enabled is in data-to-insights. We can now surface patterns in buyer behaviour, campaign performance, and pipeline health much faster than before.

AI doesn’t replace marketing judgment—it accelerates the cycle between insight and action.

That’s where the competitive advantage lives.

In competitive markets, how do positioning and differentiation guide your GTM approach?

In crowded B2B tech markets, the companies that win are the ones that can answer one question clearly: why us, specifically, for this buyer, right now? Generic positioning is invisible positioning.

At SUSE, we operate in enterprise open-source infrastructure—a space with strong and evolving buyer priorities. Our GTM is built around specific buyer contexts: regulated industries navigating digital sovereignty, enterprises modernising legacy infrastructure, and organisations adopting cloud-native at scale. Each of these contexts requires a different value proposition, different proof points, and different channel emphasis.

And this is not just in campaigns but in every touchpoint around the full buyer journey.

How do you gauge the success of your digital marketing programs beyond the standard metrics?

Standard metrics—MQLs, CPL, and conversion rates—are necessary but not sufficient. They tell you what happened; they don’t tell you why or what to do next.

Beyond the standard dashboard, I look at a few things that most teams undertrack. First, pipeline quality: not just how much pipeline marketing contributes, but how much of it progresses and closes. If marketing-sourced pipeline stalls at a higher rate than outbound, something is wrong upstream. Second, buyer journey velocity: Are prospects moving faster through the funnel over time? Faster is better—and velocity tells you whether your nurture and intent activation are working. Third, brand reach in target accounts: are we showing up in the conversations our ICP are having before they enter a sales cycle? Fourth, the hand-raiser experience score—internal feedback from sales on the quality and readiness of marketing-generated leads.

The metric I care most about: marketing’s contribution to closed-won revenue. Everything else is a leading indicator.

For leaders looking to transform their marketing organisations into strategic revenue engines, what are your top three recommendations?

One: Start with the revenue conversation, not the marketing conversation. Transformation fails when marketers advocate for marketing. It succeeds when marketers advocate for revenue. Get in the room with your CFO and CRO. Learn their language. Align your team’s goals to company-level outcomes—and make that alignment visible, not just assumed.

Two: Invest in your data and operations foundation before you invest in campaigns. I’ve seen too many teams run sophisticated ABM on a broken data model. If you don’t know which accounts to target, which campaigns are driving pipeline, or where leads are going dark, you’re optimising blindly. Fix the plumbing first.

Three: Build for learning velocity, not campaign perfection. The organisations that outperform are the ones that can test, learn, and adapt faster than their competitors. That requires psychological safety, clear experimentation frameworks, and leaders who celebrate intelligent failure. In a market that’s moving as fast as ours—with AI reshaping everything—adaptability is the most important capability you can build.

The best marketing organisations I know don’t just generate pipeline. They generate iinsight aboutbuyers, markets, and what’s next.

About Linda Geerdink

Linda Geerdink is a global marketing leader with over 20 years of experience, known for transforming marketing organizations into high-performing revenue engines. At SUSE, she leads a global team driving demand generation, digital strategy, and marketing operations, delivering significant pipeline growth and revenue impact. Passionate about data-driven strategy and AI-led innovation, she aligns marketing closely with business outcomes to accelerate scalable growth.

The post The New Rules of B2B Marketing: Linda Geerdink on AI, Alignment, and Growth appeared first on iTechSeries.

Ashleigh Betvardeh, Senior Marketing Manager, Demand APAC at Kaseya, shares her journey from digital marketing roots to driving integrated, revenue-focused strategies. She explores demand generation beyond lead volume, scales ABM with sales alignment, optimises omnichannel campaigns, and uses AI responsibly, highlighting how to accelerate pipeline, tell stories, and business metrics.

Welcome to the interview series, Ashleigh. Could you tell us more about yourself and your journey as a marketer?

I’ve been fortunate in my marketing career. I started in digital marketing, gaining exposure across multiple industries before specialising in B2B technology and representing APAC at scale.

I’ve never lost sight of my digital roots. For many marketers, including myself, that’s where the passion for marketing starts, understanding audiences, testing, optimising, and achieving measurable results. Over time, I broadened my focus to include webinars, events, public relations, and fully integrated omnichannel campaigns.

Working across APAC often means wearing multiple hats. It’s not always a market where deep specialisation is possible; you naturally evolve into a well-rounded generalist. But at the core of my journey has been a consistent focus on business value, ensuring every strategy, campaign, and channel contributes directly to pipeline creation and revenue.

What key elements define a high-performing demand generation strategy in today’s competitive B2B landscape?

A high-performing demand generation strategy considers the entire funnel, not just lead acquisition. I map each stage of the buying journey and align messaging, channels, and touchpoints to where the buyer is in their decision process. In increasingly saturated markets, simply generating leads is not enough. The ability to track, nurture, and deliver personalised engagement throughout the sales cycle has never been more critical.

The most successful B2B demand generation programmes, and the ones I prioritise, focus on pipeline progression as much as pipeline creation. Acceleration strategies that move opportunities from early stage to close won can significantly impact revenue outcomes, particularly in longer sales cycles and complex enterprise deals.

Ultimately, the marketer’s role has evolved beyond campaign execution. It is about owning influence across the full revenue journey and driving measurable commercial impact.

How do you customise ABM programmes to address the distinct needs of different industries and account tiers?

I would argue that account-based marketing (ABM) programmes define B2B marketing. I customise my programmes through products, messaging, copy, and design and work closely to make the journey feel personalised. Having a strong programmatic platform will help you segment your accounts, analyse intent signals, and control messaging for your accounts. I have built many of these programs throughout my career.

Taking ABM further requires deep alignment with sales. Defining 1-to-1, 1-to-Few, and 1-to-Many strategies together ensures shared priorities and clear measurement frameworks. Agreement on the target account list shapes how accounts are tiered, what resources are allocated, and which tactics are deployed. This clarity strengthens partnership with sales and ensures marketing messaging directly supports their conversations, particularly within enterprise accounts where longer cycles, multiple stakeholders, and sustained engagement strategies are essential to winning the opportunity.

With your expertise in digital marketing, how do you optimise multi-channel campaigns and allocate resources for maximum ROI?

Digital marketing encompasses both paid and organic channels, and true impact comes from understanding how they work together rather than in isolation. In a recent cybersecurity campaign, I integrated physical and digital touchpoints across multiple channels. QR codes on event swag directed attendees to a webinar landing page, while a social activation encouraged them to share which AI character they chose, tied to our branding, which printed their face with the character. By integrating booth engagement, social media amplification, and webinar conversion into a coordinated strategy, we extended the lifecycle of a single activation and turned event interest into measurable social engagement and pipeline contributions.

A strong foundation in digital has kept me agile. The landscape shifts quickly. The first time I saw a ChatGPT referral link appear in traffic sources, it was clear that traditional SEO would continue to evolve. Buyer behaviour is changing, and intent signals are becoming more dynamic and fragmented across platforms. Understanding buyer intent, how prospects discover, research, and validate solutions, is where modern marketing strategy is heading. It gives you more entry points, more precision, and more opportunities to ensure your message reaches the right audience at the right moment.

“The marketer’s role has evolved beyond campaign execution. It is about owning influence across the full revenue journey and driving measurable commercial impact.”

What strategies have you found most effective for aligning marketing and sales while scaling demand across global markets?

I believe the most effective sales and marketing alignment starts with a shared understanding of goals and a clear north star. When both teams agree on priorities, target accounts, and revenue outcomes, decision-making becomes sharper and execution more focused. My personal mantra is that sales and marketing together form the revenue engine of the business. How well they operate in partnership directly influences demand creation, pipeline progression, and overall growth.

In APAC, particularly, relationships matter. Strong alignment is not just about dashboards and metrics but about trust and consistency. Investing time in regular collaboration, shared planning sessions, and team engagement lays the foundation for effective scaling. Having helped grow businesses in the region, I have seen firsthand that genuine partnership is what ensures marketing strategies translate into sales conversations and, ultimately, into revenue.

Beyond lead volume, which KPIs do you focus on to measure the true impact of demand generation on pipeline and revenue growth?

Beyond lead volume, I measure demand generation by its impact on pipeline quality and progression. Leads alone have little value without a clear follow-up and activation process. I look closely at how quickly and effectively leads are engaged; whether there is a structured outreach flow; and how tools like Outreach are being used to sequence, personalise, and optimise engagement. A light but intentional script, paired with consistent testing, ensures marketing-generated interest turns into meaningful sales conversations.

The next metric is opportunity creation. Over time, I have observed that some salespeople can convert a white paper download into a qualified opportunity, while others require a stronger buying signal. After working closely with revenue teams, I learned that performance often comes down to approach. Some sellers are natural hunters; others relationship builders. The key is not just generating more leads but continuously A/B testing sequences, messaging, and even assignment models to understand what drives conversion. Testing between reps, outreach cadences, and messaging can have a greater impact on revenue than simply increasing lead volume. This is especially important when lead scoring models may not surface every viable opportunity for review.

Finally, I focus on pipeline acceleration. Marketing plays a critical role in supporting sales once an opportunity is created. Whether through targeted content, executive engagement, account-specific assets, or coordinated touchpoints, the goal is to help close the gap between opportunity and sale. In B2B environments, where buyers are often evaluating multiple vendors, strategic marketing support throughout the later stages of the funnel can be the difference between progressing a deal and losing momentum.

What makes a brand message compelling, and how do you maintain consistency across all marketing channels?

Brand is the story that marketers are trying to sell.

Having a compelling brand with a clear message and a unique selling proposition will help any B2B or B2C company. As a marketer, I have seen how branding supports channels by feeding the message and leveraging it for ad copy, and by keeping design aligned, which can help with brand recall.

Finally, having some consistent elements can help you scale your business or support new market expansion, which I have had to do for a few businesses. Working with the brand team has always supported me when going to market with multiple channels.

With AI enhancing scalability, how do you maintain genuine human connection and engagement in your marketing?

At this stage, I use AI every day, but never as the finished product. Marketing teams are evolving quickly, yet the foundation of great marketing remains in human psychology; connection and depth are what differentiate strong brands in a landscape where speed often takes priority over creativity. In many cases, the art behind campaigns has been ruled by deadlines, lead models, and attribution pressures. AI can accelerate output, but you still need to validate and relate it back to align with the overall brand.

I have always been a reader, particularly of fiction, and that has shaped how I approach storytelling in marketing. Reading across different perspectives strengthens my ability to write for varied audiences and build messages that resonate with different personas. This has helped me with all forms of copywriting, especially with ads. Ultimately, AI is a tool to support, not replace, because human connection is based on how we feel, and those are the emotions marketers are trying to focus on in their campaigns.

About Ashleigh Betvardeh

Ashleigh Betvardeh is a strategic marketing leader known for driving revenue-focused programs across APAC/APJ. She specialises in aligning marketing with sales to accelerate pipeline, improve conversion, and deliver measurable growth. With expertise in full-funnel demand generation, events, partnerships, and integrated campaigns, she builds data-driven strategies that strengthen pipeline health, enhance buyer engagement, and deliver strong commercial outcomes.

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As digital marketing continues to evolve at lightning speed, 2026 promises to bring even more transformative changes. From AI-driven personalization and automation to voice search, omnichannel experiences, and privacy-first strategies, marketers face both exciting opportunities and complex challenges. Staying ahead in the web marketing arena demands agility, data-driven insights, and a forward-looking approach. In this article, we explore the latest digital marketing trends shaping 2026, the obstacles professionals must navigate, and actionable strategies to thrive in an increasingly competitive landscape. Prepare to future-proof your marketing and seize the opportunities ahead.

1. What Is Digital Marketing Strategy?

A digital marketing strategy is a structured, goal-driven plan that defines how a business uses B2B digital marketing solutions and online channels to attract, engage, and convert the right audience. It aligns digital efforts such as content marketing, search engine optimization (SEO), paid advertising, social media, email, video, and emerging AI-driven platforms with broader business objectives. At its core, a web marketing strategy focuses on improving a brand’s digital presence by delivering the right message to the right buyers at the right time. It is built on research, audience insights, and performance analysis to determine which channels and tactics drive meaningful, measurable results.

Unlike one-size-fits-all approaches, an effective marketing strategy is customized to a company’s goals, customers, and buying journey. Today’s buyers are more informed and independent, often researching solutions through search engines, peers, and AI tools before ever engaging with sales. As a result, modern strategies must educate without friction, build trust at every touchpoint, and align marketing, sales, and leadership.

2. How Digital Marketing Drives Results?

B2B Digital marketing services drive results by engaging the right audience, nurturing trust, and guiding prospects toward purchasing products or services. It works through a combination of specialized disciplines that focus on visibility, performance, and long-term relationship building, all supported by measurable data. Performance marketing focuses on paid advertising across platforms such as Google, Facebook, and Instagram. It is highly data-driven and measures success through clear metrics like return on ad spend. Campaign performance is tracked in real time, allowing marketers to optimize budgets and messaging quickly based on what delivers actual revenue.

Search engine optimization and search engine marketing are core pillars of SEO digital marketing, ensuring brands are visible when buyers actively search for solutions. SEO digital marketing improves organic rankings through consistent content creation, technical website optimization, and authority building, while SEM delivers faster visibility through paid search ads with clearly measurable returns. Together, these SEO digital marketing efforts capture both short-term demand and long-term search authority.

Growth marketing takes a broader approach by combining creativity, analytics, product experience, and experimentation to scale a business sustainably. Content marketing supports this by educating audiences through blogs, videos, and case studies that build credibility and trust rather than pushing direct sales. Social media marketing amplifies brand presence by managing content, ads, customer interactions, and feedback across platforms. Email and affiliate marketing further support conversions by nurturing leads and expanding reach through trusted partners.

3. Key Components of Digital Marketing

B2B Digital marketing services work together to build visibility, capture leads, drive conversions, and support sustainable long-term business growth. Here are the key components of web marketing that create a structured marketing framework and support lead generation, conversion, and long-term growth without relying on isolated tactics.

Website Experience and Conversion Optimization

A high-performing website is central to digital marketing success. Clear messaging, intuitive navigation, fast load times, and strong visual hierarchy help visitors quickly understand the brand’s value and take action. Conversion optimization focuses on improving user journeys through layout, calls to action, and usability, ensuring traffic turns into qualified leads rather than wasted visits.

Landing Pages and Lead Capture

Landing pages are designed to drive specific actions such as downloads, registrations, or demo requests. Unlike general website pages, they remove distractions and focus attention on a single offer. Effective landing pages combine persuasive copy, clear value propositions, and streamlined forms to maximize conversion rates and capture high-quality leads.

Marketing Technology Stack

A well-integrated marketing technology stack enables teams to manage, automate, and scale digital efforts. Tools such as customer relationship management systems, marketing automation platforms, and analytics software work together to track interactions, manage data, and deliver consistent experiences across channels. A strong stack improves efficiency, visibility, and decision-making.

Lead Nurturing and Buyer Enablement

Lead nurturing focuses on guiding prospects through the buying journey with timely, relevant communication. Using behavior-based triggers and lifecycle programs, marketers provide helpful information that addresses buyer needs at each stage. This approach builds trust, shortens sales cycles, and prepares leads for meaningful sales conversations.

Measurement, Attribution, and Optimization

Measurement ensures digital marketing services efforts remain accountable and effective. By tracking user behavior, engagement patterns, and conversion paths, teams gain insights into what influences buying decisions. Attribution and continuous optimization allow marketers to refine strategies, improve performance, and align digital activities with measurable business outcomes.

4. What are the most impactful B2B digital marketing strategies today?

B2B Digital marketing strategies help businesses attract, engage, and convert audiences in an evolving digital landscape by combining data-driven tactics, technology, and creativity to drive sustainable growth and long-term success.

Social Media Marketing

Social media marketing enables brands to connect, engage, and build communities across platforms like Instagram, LinkedIn, YouTube, and X. Through organic content, paid ads, influencer collaborations, and real-time engagement, businesses can humanize their brand and influence decisions. With billions of active users worldwide, social media continues to be a powerful driver of awareness, engagement, and lead generation when guided by data-driven insights.

Video Marketing

Video marketing is one of the most effective ways to capture attention and build trust. From short-form videos and product demos to webinars and testimonials, video helps brands communicate stories clearly and emotionally. As audiences increasingly prefer visual content, video drives higher engagement, stronger brand recall, and improved conversions across social media, websites, and email campaigns.

AI-Driven Conversational Marketing

AI-driven conversational marketing is one of the fastest-growing B2B digital marketing solutions, using AI agents and live chat tools to deliver instant, personalized customer interactions. These technologies help answer questions, recommend solutions, and guide users through decision-making in real time. As AI continues to evolve, conversational marketing will play a critical role in enhancing customer experience, improving operational efficiency, and increasing conversion rates across digital touchpoints.

Earned Media

Earned media refers to organic brand visibility gained through press coverage, reviews, social mentions, backlinks, and word-of-mouth. Unlike paid promotions, earned media builds trust because it comes from credible third-party sources. Positive testimonials and media mentions strongly influence buying decisions, making earned media a powerful long-term strategy for building brand authority and reputation.

AI Agents

AI agents are advanced systems that understand context, learn from interactions, and perform complex tasks beyond basic automation. They support customer service, sales enablement, personalization, and workflow automation. Unlike traditional tools, AI agents continuously improve through machine learning, making them a future-ready strategy that enhances both marketing performance and overall customer experience.

Live Chat

Live chat enables real-time, human-to-human communication for complex or high-intent customer queries. Often integrated with AI for efficiency, live chat adds empathy and personalization where automation falls short. As customers increasingly value instant yet human support, live chat remains essential for boosting satisfaction, trust, and conversion rates.

 5. Challenges Digital Marketers Will Face in 2026

In 2026, success in B2B digital marketing strategy will depend on adaptability, data-driven decision-making, and continuous alignment between strategy, technology, and customer experience.

Training and Upskilling Marketing Teams

Marketing tools, platforms, and trends are changing faster than ever, particularly with the widespread adoption of AI and automation. Teams often struggle to keep skills up to date, while onboarding new hires can temporarily slow productivity. To address this challenge, organizations must embed continuous learning into their culture. Structured onboarding, regular training sessions, shared documentation, and ongoing upskilling initiatives help teams stay confident, adaptable, and competitive.

Understanding Rapidly Evolving Customer Needs

Customer behaviors, values, and expectations continue to shift due to technological innovation, sustainability concerns, and digital marketing trends. Marketers often find it difficult to keep messaging relevant across diverse segments. Using surveys, social listening, behavioral analytics, and regularly updated buyer personas enables marketers to track changes in customer needs and deliver personalized, timely, and engaging communication.

Consistent Lead Generation Amid Platform Changes

Frequent algorithm updates, tighter privacy regulations, and rising competition make lead generation increasingly unpredictable. Both paid and organic channels face fluctuating performance, affecting lead quality and cost efficiency. Marketers can stabilize results by focusing on high-quality, conversion-driven content, optimizing landing page performance, and diversifying acquisition channels to reduce reliance on any single platform.

Retaining Customers in Competitive Markets

With more options available than ever, maintaining customer loyalty is becoming increasingly challenging. High churn directly impacts revenue, while customer acquisition costs continue to rise. Retention strategies such as personalized communication, loyalty programs, proactive customer support, and post-purchase engagement help reduce churn, increase lifetime value, and strengthen long-term brand relationships.

Entering and Scaling in New Markets

Expanding into new markets introduces unfamiliar audiences, competitive dynamics, and messaging challenges. Without proper positioning, brands may struggle to gain traction. Conducting thorough market research, localizing content, and aligning brand messaging with audience expectations help build trust and accelerate adoption in new segments.

Measuring and Proving Marketing ROI

Demonstrating clear ROI across multiple channels remains a major challenge. Leadership increasingly demands transparency and revenue impact, making basic metrics insufficient. By using integrated analytics tools and aligning closely with sales teams, marketers can improve attribution accuracy, justify investments, and optimize campaigns based on measurable business outcomes.

6. B2B Digital Marketing Strategy Framework for 2026

To thrive in 2026, marketers must shift from tactics to strategy, building trust, embracing AI-led discovery, and aligning efforts with how modern buyers engage across the digital touchpoints. Here are the critical focus areas marketers should prioritize to build a successful digital marketing strategy.

Step 1: Set Clear Goals and Objectives

A high-performing digital marketing strategy starts with clarity. Define what success looks like for your business in 2026 and align it with overall revenue and growth priorities. Use the SMART framework to ensure goals are specific, measurable, attainable, relevant, and time-bound. For example, aim to increase qualified leads by 25% in six months or improve conversion rates by 15% in a quarter. Clear goals guide decisions, budgets, and performance tracking.

Step 2: Understand and Refine Buyer Personas

Modern digital strategies are buyer-led, not channel-led. Build detailed buyer personas using real data, interviews, analytics, and sales insights. Go beyond surface-level demographics to understand motivations, challenges, decision triggers, and research behavior. Identify where buyers seek information, what builds trust, and what objections delay decisions. In 2026, personas should also reflect AI-influenced behavior, self-education habits, and a preference for transparency over sales-heavy messaging.

Step 3: Audit Your Digital Assets

Before launching new initiatives, assess what you already have. Audit your website, blogs, social channels, email programs, SEO performance, and paid campaigns. Review metrics like engagement, conversions, search visibility, and content effectiveness. Identify gaps, outdated assets, and underperforming channels. This step prevents wasted effort and helps you double down on what works. A strong strategy builds on existing strengths rather than starting from scratch.

Step 4: Plan Content and Resource Allocation

Content remains the backbone of any effective B2B digital marketing plan, but quality and authority matter more than volume. Plan content that educates decision-makers, answers buyer questions, and builds trust across the entire buyer journey. Allocate the right mix of in-house talent, external partners, tools, and budget to support your marketing goals. Align content formats with buyer personas and business objectives.

Step 5: Define KPIs and Measurement Frameworks

Success in 2026 goes beyond clicks and impressions. Define KPIs that reflect buyer intent, trust, and revenue impact. Track metrics like time on page, return visits, content-assisted conversions, video completion rates, and pipeline contribution. Use real-time dashboards and regular reviews to stay agile. When KPIs align with how buyers actually make decisions, teams gain clearer insights and can continuously optimize strategy and execution.

Step 6: Align Teams and Embrace Continuous Optimization

A high-performing strategy requires alignment across marketing, sales, service, and leadership. Online marketing is a company-wide initiative: Foster collaboration, shared goals, and open feedback loops. Embrace analytics, AI tools, and experimentation to refine performance. Continuously listen to customers, learn from data, and adapt to new platforms and behaviors. In 2026, agility, trust, and alignment are the true competitive advantages.

7. Case Studies / Examples:

Here are examples of effective B2B digital marketing case studies that show how leading brands drive growth by focusing on engagement, trust, and user-centric experiences.

• Slack’s B2B growth strategy leaned heavily on word-of-mouth marketing. Instead of aggressive promotions, Slack amplified real customer voices through its “Wall of Love” campaign on X (@SlackLoveTweets), resharing positive user experiences. This approach simplified participation, built credibility through authentic social proof, and reinforced product-led growth. By prioritizing customer experience and delivering on its promises, Slack turned users into advocates, fueling adoption and helping the platform scale to millions of daily active users.
• Zoom capitalized on the rise of remote work with its Virtual Background Contest. By encouraging users to design and share custom backgrounds, Zoom increased engagement while showcasing platform flexibility. The campaign resonated with both professionals and casual users, demonstrating Zoom’s understanding of its diverse audience. This interactive strategy strengthened brand affinity and highlighted how B2B brands can humanize technology through creative, user-driven campaigns.
• HubSpot built its growth engine on educational content and SEO-driven inbound marketing. By offering free guides, templates, blogs, tools, and certification courses, HubSpot positions itself as a trusted teacher rather than a seller. Its content addresses real buyer questions at every stage of the funnel, attracting high-intent prospects organically. This value-first approach not only drives traffic but also nurtures long-term trust, turning education into a consistent lead-generation channel.

8. How Digital Marketing Will Transform in 2026?

By 2026, B2B digital marketing will experience a fundamental shift driven by automation, artificial intelligence, and heightened pressure to prove revenue impact. In an industry worth hundreds of billions globally, many traditional B2B marketing roles will evolve or shrink as AI platforms take over campaign planning, content creation, execution, and optimization across complex buyer journeys. As a result, organizations will rely on a clearly defined B2B digital marketing plan to orchestrate AI-led demand generation, account-based marketing, and full-funnel lifecycle programs. Entry-level roles will be most affected, with organizations increasingly adopting AI-powered systems to manage end to end demand generation, account-based marketing, and lifecycle programs.

Success in this B2B environment will depend less on conventional credentials and more on a marketer’s ability to work effectively with AI. Skills such as prompting, interpreting intent data, analyzing pipeline metrics, and refining AI outputs will become essential, often carrying more weight than traditional management education. B2B marketers who can combine strategic thinking with hands-on AI-driven execution will deliver greater impact.

The focus will also shift strongly toward roles that produce clear and measurable outcomes. Performance marketing, search-driven demand capture, and conversion-focused campaigns will continue to grow because they tie directly to pipeline, customer acquisition costs, and revenue contribution. In contrast, high-spend branding initiatives without clear attribution will face increasing scrutiny from leadership teams. Geography will matter less than capability. B2B marketers in Tier 2 and Tier 3 cities will manage global campaigns, support international sales teams, and work with enterprise clients while earning globally competitive compensation. Overall, demand will move away from theory-driven marketing toward specialized, revenue-focused expertise. By 2026, B2B digital marketing will reward adaptability, AI fluency, and the ability to prove measurable value at every stage of the buyer journey.

Conclusion

As AI, automation, and privacy-first experiences reshape the landscape, success will depend on clarity, adaptability, and measurable impact. Marketers must focus on educating buyers, delivering personalized experiences, and proving revenue contribution across the entire journey. The most effective strategies will unite content, technology, data, and cross-team alignment into a single, buyer-first system. Organizations that embrace continuous learning, AI fluency, and performance accountability will not only keep pace with change but also gain a lasting competitive advantage. In 2026, online marketing success is defined by relevance, trust, and the ability to turn engagement into sustainable business growth.

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Davina Moore, head of digital marketing at NXP Semiconductors, shares her journey from product marketing to leading global campaigns. She combines data-driven strategy with creativity, empowering teams worldwide while balancing AI and human insight. In this interview, she reveals her principles for collaboration, measurable impact, and building high-performing marketing organizations.

Welcome to the interview series, Davina. Could you tell us a bit about yourself and your journey as a marketer?

Hello, and thank you for inviting me! Right now, I lead digital marketing for NXP Semiconductors—where my natural thirst to learn and test new processes, tools, and ways of working is right at home.

Our digital marketing team connects our compelling storytelling to a digital experience that drives customer engagement. My journey started in product marketing and evolved through events, press relations, and speech writing before coming back to marketing communications.

At that point, I was drawn to the digital space and spent evenings and weekends working on a doctoral thesis, investigating the correlation between web components and assets and customer conversions to help develop an effective integrated marketing communications model for the B2B space.

Since then, I have continued with that mindset to build scalable processes so our teams can continue to inspire and convert our customers.

I am energized by the great teams I work with and incredibly talented individuals who, like me, are always eager to test things out!

How do you build a unified global digital strategy while still preserving local relevance across regions?

I see this a little like writing a cookery book. I have some great recipes to share, but they become even better when you add your own touch.

For example, when we launched a global campaign last year for one of our products, we provided a core set of digital assets and messaging guidelines to all the regions. Our team in Greater China does a fantastic job of adapting the content to resonate with local audiences and supplements it with region-specific use cases. This not only increased engagement in the market but also inspired other teams to experiment with similar techniques.

What is important is being respectful of the process and finding the right proportions of each ingredient. That can be defined up front; the fun piece is putting it together with flair and learning from each region’s unique approach. A unified strategy thrives when local teams are empowered to adapt and innovate, turning global vision into locally relevant success stories.

How do you strike the right balance between AI-driven automation and human creativity in global digital marketing campaigns?

This is a great topic! AI-driven automation can accelerate so much, whether it is content variants, efficiency in processes, or information mining. Human creativity is the spark that makes our content unique. Being able to play with the two together is an immensely powerful resource.

I do believe that moving through the initial hype phase of being able to generate content through AI, the challenge is going to be to identify key roles where AI is able to supercharge the content being created. Our audiences still want authentic content, so the balance is here: creating unique content and then scaling it. For example, starting with content that brings in human expertise, i.e., with a filmed interview, and then building out supporting content such as a blog piece, a shorter LinkedIn article, etc.

How do you collaborate with content, sales, and regional teams to ensure digital marketing efforts translate into real business outcomes?

There must be trust for this back-and-forth to work. This takes time to build, to prove, and to get to the place where the outcomes are meaningful. For instance, when we piloted a new lead-creation process, we started with one team to test the process out. By sharing the results with a broader community, we gained trust and acceptance of the method to encourage broader adoption.

Listening to what stakeholders are really driving for and what keeps them awake, and seeing how something we do in digital marketing can help towards that goal, is the crux. The key is to build trust through small wins and open communication. Start small, share results transparently, and celebrate quick wins to foster trust and drive meaningful collaboration across teams.

“A unified strategy thrives when local teams are empowered to adapt and innovate, turning global vision into locally relevant success stories.”

What core principles guide how you build and lead high-performing, globally distributed marketing teams?

Well, I am going to come back to trust. This is fundamental to me. As I said before with the cookery book, I can provide some guidelines, but trusting that others can deliver a result without having to drive a program exactly as I would is the basis.

What is important is engaging our customers. Also, there is always something to learn from others—whether it is a student just starting or a seasoned professional—fresh perspectives may lead to surprising results! Last year, our team in Japan took a new approach to developing blog content. Their use case demonstrated a clear impact in AI-visibility and led to it being used as a best-practice example across other teams.

Can you tell us about your most memorable moment as a marketer?

There are many moments that flash through my mind when I am thinking about this!

From the sense of achievement when an event all comes together and seeing the energy on a show floor, or seeing a student succeed in their role and become a full-time employee in another communications role, or the moment when explaining what digital marketing is to a colleague and the bewilderment that we can do everything that we do and make all those connections is so real.

Recently, we have worked on some amazing projects around customer experience on our website, and seeing them come to life is extremely fulfilling!

You have spoken about KPIs as insights rather than just metrics. How do you select KPIs that genuinely drive better marketing decisions?

Indeed, KPIs are more than metrics—we can get simple data downloads on just about anything. What is key is being able to understand what the tipping point is and when it occurs. This is different for every customer and every journey.

However, having robust insights means we can predict more accurately which type of content will trigger an engagement. This means that our conversations with stakeholders are different; we can advise and guide on activities that will drive specific outcomes.

When thinking through what needs to be achieved and how to measure it, the accessibility of the data and the reliability of the source are also important. If it is not real-time and difficult to integrate into a workflow, it may not be the best choice of a KPI.

What would be your advice for up-and-coming marketers looking to make a mark in the industry?

I think that staying curious is still the way to go. The marketing space is incredibly dynamic, and while marketers do not have to leap onto every new trend (that would be exhausting), they must have a certain adaptability and openness to change to stay relevant and in touch with their audience. Continuously learning from both successes and failures, seeking mentorship, and observing industry leaders can provide invaluable insights. Building a strong network and experimenting thoughtfully with new ideas will also help emerging marketers make a meaningful impact.

About Davina Moore

Davina Moore is a marketing leader who guides a global team in delivering consistent, creative, and impactful digital experiences for engineers, decision-makers, and innovators. Combining data, strategy, and human insight, she designs unified marketing programs that drive measurable results. Focused on collaboration, experimentation, and cross-cultural leadership, Davina empowers her team to simplify complexity, innovate boldly, and translate strategy into tangible outcomes.

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