“Sally-Anne is a creative and innovative marketing leader. She is very focused not just on delivering marketing materials and programs, but delivering results. She’s willing to try new approaches to capture the attention of the audience.“

Whatever the size of your business, I can help you maximise the ROI from your precious marketing budget. My approach is analytical, commercial and pragmatic in these key areas of B2B marketing.

1. Marketing Planning

Strategy

Determine strategic marketing goals from business plan
Agree the marketing / sales motion, people and budget
Define specific projects, timelines, budgets & targets
Decide KPIs, set the measurement process, dashboard and timing

KPIs + ROI

Awareness: earned & paid media reach, search rankings
Interest: website traffic, social interaction, media click-throughs, email open rates
Engagement: content views, sign-ups, social followers, email click-throughs
Demand: MQL, SAL, SQL, deals/orders

2. Messaging + Content Creation

Brand Messaging

Business description, value propositions, differentiation points
Employer brand proposition, ESG proposition
Messaging framework, elevator pitch, boiler plates
Messaging guidelines for employees, partners & agencies

Content + Campaigns

Thought leadership, best practice, demos, case studies, product information, offers, news ….
Multiple formats: long- & short-form, visual & written, digital & physical
Big rocks & little pebbles: break stories into multiple content assets
Global consistency, adapt for regions & ABM

3. Communications + Digital Marketing

Media|Analysts|Influencers

Build company reputation & executive profiles
PR: multiple angles, have an opinion, case studies, research findings
AR: brief relevant analysts, get into reports, client referrals
IR: investor engagement, investor community comms, show ESG credentials

Digital Inbound + Outbound

Website: design for communication and SEO, UX for desktop, tablet, mobile
SEO: optimise rankings, build organic traffic
Social media: promote content, news & events, build profile and support DG
Events: webinars, podcasts, videocasts, surveys, communities

4. Develop + Scale

Product Marketing

Identify customer needs & market gaps, offer answers
Market trends, customer pain-points
Product features & benefits, value propositions, USPs
ROI calculations, support
Sales enablement, competitive comparisons

Partner Marketing

Define partner types and Ts&Cs – e.g. technical, supplier, reseller
TO partner comms to attract & retain the right partners
WITH and THROUGH marketing – sales enablement, co-branding, MDF, joint campaigns

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Sally-Anne Burwell

I’ve worked in the tech industry for 15+ years taking complex topics and turning them into meaningful messaging and inspiring campaigns that get attention and generate business. Take a look at Case Studies for details of work I’ve done with Vodafone, Cisco and Scandit.

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