If you run a small business, you’ve probably heard the term conversion rate — but what does it actually mean, and how do you improve it without needing a marketing degree? The good news: conversion rate optimisation isn’t about complicated tactics. It’s about understanding how customers make decisions and removing the friction that gets in their way.

Gen Z and Gen Alpha are redefining search through video, creators and social platforms. Learn what this shift means for marketers and how to adapt your strategy.

Learn how to identify frustration, confusion and disappointment in your customer journeys using a simple, relatable scenario. A practical, insight‑led guide for marketers who want to improve customer experience and boost conversions.

Discover how to spot surprise‑and‑delight opportunities across customer journeys using a fictional gym‑goer scenario. A practical, insight‑led guide for SMEs and junior marketers.

Discover how donor journey mapping helps small charities attract more donors, build trust, and improve retention. A simple five‑step method to create a more meaningful donor experience.

A step‑by‑step walkthrough of personalisation in the travel sector, showing junior marketers how to spot opportunities, reduce friction, and create more relevant, engaging customer experiences.

Discover how four common heuristics influence travel booking decisions and how small, ethical design changes can increase average order value. A practical, scenario-led breakdown for marketers and travel brands.

Discover how defaults, framing, and social proof guide real car‑insurance decisions through a simple scenario that reveals how people choose under pressure.

Internal comms is more than updates — it’s a strategic tool for understanding customer needs. Learn how stronger internal communication improves insight flow, alignment, and marketing performance across your organisation.

This blog explores how to lead marketing teams through change with clarity, empathy, and strategic focus, so your people stay aligned, energised, and ready to deliver their best work. Read more 

When teams work in silos, projects slow down, decisions get fuzzy, and brilliant ideas never make it past the meeting room. But with the right collaborative processes this can change. Read our blog to find out our top tips.

In today’s blog we share the identified skills, knowledge and behaviours marketing teams need to anticipate and respond to customer needs. This is based on ten in-depth interviews undertaken as an MBA research project. Find out more.

Most small businesses when we start working with are trying to market to everyone. It can feel a bit like throwing spaghetti at a wall and seeing what sticks. The truth is, you don’t need to reach everyone, you need to reach the ideal customer. This is where market segmentation can help. It enables you to focus on the people who are most likely to buy. In this guide, we will break down what segmentation means, why it matters and how your small business can start using it today.

What would enable marketing teams to anticipate and respond to customer needs? Well – this is the question that Natasha Milsted, Chartered Marketer explored as part of her final MBA project. Find out more.

In today’s blog we are discussing what customer-centric KPIs could look like in your organisation and why we think taking the time to develop shared KPIs fosters accountability and collaboration.

In the last blog we mentioned customer journey mapping and how this is a useful approach to helping you to understand the customer experience and pain points. In today’s blog post we are going to explore how mapping customer journeys can be a catalyst for aligning marketing content with real customer problems.

We always liked the previous CIM definition of marketing as it used the word “advocate” for customers, whereas now it talks about satisfying and responding to customer needs. However, the word advocate we always found very emotive word to use when helping the teams we lead to understand their role. For us apart of this advocating for them, means ensuring they have a voice and we’re listening to them!

In our new series of mini blogs we will be exploring operationalising customer empathy, creating processes that encourage and use customer feedback, aligning marketing content with real customer problems, how to incentivise customer centricity, bridging the gap between marketing, sales and other functions, and the role internal comms and engagement.

We wanted to share some frameworks that we use when helping clients to assess new product and market opportunities. Covering Porters Three Tests and a TOWS analysis.

A go-to-market strategy is a comprehensive, step-by-step plan for introducing a new product or service to the market. In this week’s blog we will talk you through the process of creating your go-to-market strategy and give you advice to help you get started with yours.