Journey Mapping That Guides Spend: Evidence First, Tactics Second
Learn how evidence-led customer journey mapping identifies friction, improves marketing budget allocation and helps B2B and B2C businesses invest wisely.
Liz Baker MCIM FIDM
Marketing leadership.
Practical thinking.
A creative streak.
I’m Liz, a marketing strategist with more than 20 years’ experience across B2B and B2C. My work brings together CRM, content, campaigns and digital transformation.
Explore my portfolioStrategy & leadershipCRM & technologyContent & creativityPeople & communication
The blog
A few things worth
thinking about.
Still straightforward: saying what you mean in 2025
The One Minute Manager: is this still viable in the 21st century?
Marketing, technology, leadership and working life. Explore the archive and find a different perspective.
Portfolio
From the initial question
to the finished work.
Making the connections.
CRM, customer journeys and campaign planning. The thinking behind practical delivery.
Bringing ideas to life.
Visual storytelling, digital content and creative material from my portfolio.
Making it understandable.
Learning resources and tools that help turn complex subjects into useful next steps.
How I approach my work
Clarity matters.
Especially when things
get complicated.
For me, leadership starts with understanding what needs to happen and helping people see their part in it.
Clear communication, thoughtful questions and practical next steps matter. So does knowing when to challenge an assumption, listen more carefully or change direction.
About my experienceWhat experience would you bring to a new role?
Ask Liz
What would you
like to know?
Choose a question to explore my experience and approach. Each short video includes subtitles.
Created in VEED using an AI-edited photograph and an AI-generated version of my own voice, based on a recording I supplied.
How I created Ask Liz ↗About & experience
There’s more to explore.
Explore my professional background, qualifications and experience, or get in touch to continue the conversation about a role.
Explore my backgroundMCIMMember, Chartered Institute of Marketing
FIDMFellow, Institute of Data & Marketing
APM PFQProject Fundamentals Qualification