February 4, 2025
Marketing is full of big ideas and bold predictions, but the reality is that most campaigns struggle because the fundamentals are not in place. That is exactly what we tackled in a LinkedIn Live with Tejal Patel, Scott Stockwell and me, Katy.
These are experts who have led marketing at Cisco, Microsoft, Nokia and IBM, working in B2B and B2C, across startups and global giants.
They have built high-performing teams, navigated change and know exactly what it takes to create marketing that actually works.
What was clear is that businesses that focus on the basics see better outcomes. Companies with high alignment between marketing and business goals are nearly 40 percent more likely to achieve their strategic objectives (Source: The CMO). Yet too many marketing teams are stretched thin, struggling to connect their work with actual business impact.
Social media marketing is no different. Brands are too often fixated on volume rather than effectiveness, posting for the sake of it rather than creating real engagement. The ones that win are not the ones that do the most. They are the ones that get it right.
Here are the highlights of the practical, no-nonsense advice (or you can watch the video)
Strategy needs to come first
Marketing without strategy is just noise. Sixty percent of marketing strategies fail due to poor execution (Source: Gartner). This is not because marketers are not capable. It is because plans keep shifting, priorities are unclear and teams are not aligned
Scott Stockwell reinforced the need for clarity
“Does everybody understand what the strategy is? Because leadership may love it, but if no one else gets it, it is useless.”
Social media needs this strategic focus too. Many brands post content without a clear purpose. If it is not tied to business goals, it is just filling up feeds with more noise.
The advice
- Make sure the whole team understands the strategy, not just leadership
- Align marketing efforts with business objectives first
- Stick to the plan instead of constantly shifting focus
Oh and it is well worth reading through how Joel Harrison, Editor in Chief, at B2B Marketing suggests we set priorities https://immediatefuture.co.uk/blog/b2b-marketing-priorities-for-2025/
Know the audience properly
Customer-centric marketing is talked about a lot but too often it is not happening. B2B marketers rarely engage directly with customers, even though these customers are often making six-figure buying decisions (Source: B2B International).
Scott Stockwell called this out:
“When was the last time you actually talked to a customer?”
Katy Howell highlighted the problem
“ICP is often just a blob of a buyer profile. That is not good enough.”
Social media should be a tool for audience insight, not just a broadcasting channel. Brands that listen and engage build stronger relationships.
The advice was clear
- Speak directly to customers through interviews, surveys and social listening
- Test audience assumptions and let real behaviour guide decisions
- Use social media to understand what resonates instead of just pushing content
AI will not fix bad marketing
AI is revolutionising marketing, but it is not a strategy on its own. Used well, it improves efficiency and personalisation. Used badly, it just speeds up bad processes.
AI-driven marketing strategies can improve campaign ROI by 30 percent (Source: Finance Magnates). But only when it is applied properly.
Scott Stockwell was clear on this:
“All the gear, no idea. Just because you have AI does not mean you know how to use it properly.”
AI-generated content is flooding social media, but much of it is forgettable. Brands that combine automation with creativity are the ones that stand out.
Advice from the experts is
- Use AI to enhance marketing, not replace thinking
- Focus AI efforts on areas that will actually save time or improve engagement
- Ensure AI-generated content still has a human touch
Thought leadership should challenge thinking
Most thought leadership is forgettable. Only 15 percent of decision-makers say most thought leadership is ‘very good’ or ‘excellent’ (Source: DemandScience). That means most of it is failing.
Tejal Patel pointed this out:
“Too much thought leadership is just content for the sake of content. If it does not challenge thinking or add real value, it is just more noise in a saturated market.”
Scott says:
“Executives do not want another whitepaper. They want clarity, direction and insights that help them make real decisions.”
Social media is often where thought leadership starts. But for it to work, it needs to be meaningful. Thought leadership should not be about looking smart. It should be about being useful.
And the guidance in the discussion suggested
- Create content that makes the audience think, not just adds to the noise (I have a framework for that if you’re interested drop me a line)
- Be clear about what insights or expertise the brand brings to the table
- Use social media to start conversations, not just distribute content
Marketing teams are stretched but doing less can be more
Marketing teams are under pressure. There is more to do, fewer resources and high expectations. The solution is not to do everything. It is to do what actually works.
Scott said it directly:
“The fix is not doing more. It is doing what actually works.”
This is especially true in social media. Some brands try to be everywhere and end up being forgettable. The ones that stand out focus their efforts where they can have real impact.
The obvious focus is to
- Cut back on things that are not driving results
- Focus on a few social platforms and do them well
- Spend more time refining messaging instead of just increasing output
Getting marketing back on track
Marketing is not broken but it does need a reset. Strategy should come first. Customer insight should drive decisions. AI should be used with purpose. Thought leadership should stand for something. Social media should be a real engagement channel, not just another content dump.
Katy summed it up:
“Marketing is not about chasing what is shiny. It is about making an impact over time.”