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.
The blog / Liz Baker
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82 articles
First Party Data Strategy for 2026: Practical Steps You Can Start This Quarter
A clear, practical guide to strengthening your first party data strategy for 2026, covering audits, consent updates, enrichment, lifecycle design, and measurement improvements. Includes references to earlier lizbakerfidm.uk blogs for wider context.
Paid Social Isn’t Dead: How Outcome-Based Cross Network PPC Delivers Stronger Results
Learn how to shift paid social toward measurable outcomes using cross network PPC. Discover a practical framework that helps you build predictable performance across platforms without wasting budget.
Newsletters That People Keep: Structure, Cadence, and Value Density
Learn how to build a newsletter readers save, share, and return to through clear structure, consistent cadence, and strong value density. Practical guidance for B2B marketers who want sustainable engagement.
Blog: Prompted and Unprompted: Recognition Levers You Can Nudge Ethically
A practical guide to understanding prompted and unprompted recognition, how each shapes customer choices, and how ethical nudges strengthen trust across journeys.
Category Entry Points: How You Show Up When Buyers Frame the Problem
Learn how category entry points shape early buying behaviour and discover practical steps to position your brand where real decisions begin. Use this guide to strengthen awareness, relevance, and recall.
ABM on a Shoestring: Focus, Sequencing, and One Metric That Matters
Learn how to run an effective account based marketing approach with limited resources by using tight focus, sensible sequencing, and one guiding metric that keeps activity aligned with real outcomes.
EEAT Explained: How to Strengthen Experience, Expertise, Authority and Trust in Your Content
Learn how EEAT improves search performance through clear signals of experience, expertise, authority and trust. Discover practical steps that show credibility, support better rankings and improve user confidence.
Pricing Pages That Convert: Credibility, Proof and Reduced Friction
Learn how structured pricing pages use credibility signals, practical proof and simplified steps to support confident decisions. Discover how trust, clarity and friction removal improve conversion and strengthen the wider buying journey.
When Images Don’t Load: What Email Image Blocking Teaches Us About Smarter Design
Up to 40% of email users may view messages with images turned off. Learn what this means for your campaigns, design, and reporting accuracy and how to build emails that still work beautifully without images.
Persona Refresh in Ninety Minutes: A Fast Method That Maintains Rigour
Discover how to complete a comprehensive customer persona refresh in 90 minutes without losing analytical depth. Includes links to my recent blog posts and worksheets.
A/B Testing Maturity: From Quick Wins to Repeatable Learning Loops
Discover how to evolve from basic A/B testing toward a structured, insight-driven experimentation culture. Learn to turn isolated wins into continuous, data-backed growth across marketing and customer journeys.
Sales Enablement That Lands: Turning Insight into Talk Tracks and Visuals
Discover how to transform data and persona insight into sales enablement that resonates. Learn to craft talk tracks, visuals, and messaging that help your team connect, convert, and close with confidence.
Privacy, Ethical AI, Regulation and Transparency: Why They Matter More Than Ever
AI innovation moves fast, but trust depends on privacy, ethics, regulation and transparency. Discover why these guardrails matter, how they link to marketing practice, and where businesses can turn responsibility into a competitive advantage.
Is Paid Social Dead? Or Just Evolving into Something Bigger?
Explore whether paid social is really dead or if it has simply evolved. Discover how multi-platform PPC reshapes strategy across Google, LinkedIn, Meta, and more.
Should Your Social Media Be Political?
Explore the risks and rewards of political content on brand social media. Learn how to align with values, protect reputation, and connect with your audience.
Budget Reallocation in Q4: Shift Spend from Low-Yield to Compounding Assets
Learn how to reallocate Q4 budgets from low-yield activity into compounding assets like SEO, content, and CRM. Drive long-term growth while meeting end-of-year goals.
Search Evolution: Social Search, Voice Search
Explore how social search and voice search are changing customer behaviour. Learn how to adapt strategies for discoverability, trust, and engagement.
Operational Freeze Dates: Protect Sites, Campaigns and Data Through December
Learn how operational freeze dates protect websites, campaigns and data during December. Discover best practices for planning, communication, and risk management across marketing and IT.
Share of Search vs Share of Voice: Which Signal Guides Planning Better?
Explore the strengths of share of search and share of voice. Discover which metric is more effective for guiding marketing strategy, planning, and growth.
Zero-Party Data Playbook: Value Exchange Ideas That Actually Convert
Discover how to use zero-party data to strengthen customer trust. Learn practical value exchange ideas—from gamification to loyalty perks—that boost conversion and retention.
Attribution Without Tears: Choose a Model That Fits Your Sales Cycle
Attribution doesn’t have to be complicated. Learn how to choose an attribution model that matches your sales cycle and makes reporting meaningful.
Social Commerce & Shoppable Content: Where Browsing Meets Buying
The rise of social commerce and shoppable content is blurring the line between browsing and buying. Learn how to integrate it into your marketing strategy.
Generative AI for Storytelling & Content Automation
Discover how generative AI is reshaping storytelling and content automation. Learn how to blend automation with strategy to scale authentic narratives.
AEO, GEO, SEO: When Discoverability Beats Rankings for Revenue Outcomes
Discover how AEO, GEO, and SEO combine to drive discoverability. Learn why revenue outcomes depend less on rankings and more on being found across customer journeys.
Content runway for January: Build the first six weeks now, avoid the scramble
Start the new year strong by planning six weeks of content in advance. Learn how to align topics, formats, and publishing schedules for January success.
Q4 Momentum Check: Align Objectives, Budgets and KPIs Before Year End
Ensure a strong year-end by aligning objectives, budgets and KPIs. Discover practical steps to refine focus, optimise spend and keep teams on track in Q4.
From SEO to AEO and GEO: What Every Marketeer Needs to Know
Discover the difference between SEO, AEO and GEO. Learn how search, answer and generative optimisation fit together, and why they matter for today’s marketeers.
A/B Testing vs Incremental Testing: What’s the Difference and When to Use Each?
Understand the difference between A/B testing and incremental testing. Learn the pros and cons of each method and when to use them for data-driven decisions.
Does NLP Still Have a Place at Work?
Once a buzzword in business coaching, NLP is rarely mentioned today. But its tools—from behaviour modelling to meta models—could still offer practical value in hybrid teams and leadership settings.
The Marketing Automation Paradox: Why Tools Alone Won’t Improve Your Results
With over 11,000 martech tools available, many businesses still struggle to achieve ROI from automation. Discover why strategy—not software—is the key to better marketing outcomes.
Warming Up IPs: What Every Marketeer Should Know Before Hitting Send
Learn how to warm up your email-sending IP to improve deliverability, protect your sender reputation, and maximise campaign performance.
The Secret Most Marketers Won’t Share: Stop Obsessing Over Growth
Discover the marketing secret many consultants won’t tell you: why stepping back from aggressive growth targets can create more sustainable, profitable results.
A/B Testing: What It Is, Why It Matters, and How to Use It
Discover how A/B testing works and why it matters. Learn how to apply split testing to social media posts, ads and emails to boost engagement and ROI.
Games People Still Play: What Eric Berne Teaches Us About Modern Workplaces
Discover how Eric Berne’s classic Games People Play remains relevant in modern office, hybrid and remote work environments. Learn to spot transactional patterns and improve team dynamics.
OKRs, KPIs and Benchmarks: What's the Difference and Why It Matters
Learn the difference between OKRs, KPIs and benchmarks, and how to use them alongside hygiene and vanity metrics to make smarter decisions.
The Gratitude Habit: Everyday Acknowledgements That Change How We Work and Live
Explore The Gratitude Habit – a personal philosophy for work and life that champions small, sincere acknowledgements in a world that often forgets to say thank you.
Thinking Bigger: Why Every Brand Needs a BHAG
Discover how BHAGs (Big Hairy Audacious Goals) can sharpen your brand’s long-term vision and drive alignment across marketing, sales and RevOps. Learn why bold ambition, when paired with operational clarity, leads to scalable growth.
Top Tips to Be a More Ethical Marketeer: Actions That Build Trust and Respect
Take your marketing ethics from theory to action. Discover ten practical tips to become a more responsible and trusted marketeer. A follow-up to our popular blog on ethical marketing.
The Vital Role of Data Cleansing in Modern Business Operations
Discover why cleansing contact data in your CRM, ecommerce platform or spreadsheet is vital for compliance, engagement and efficiency. Learn how outdated, duplicate or unengaged records affect marketing, operations and data protection obligations.
Turning Errors into Engagement: Why 404 Pages Are a Missed Marketing Opportunity
Don’t waste your 404 page. Learn how to turn “page not found” into a brand moment that improves UX, boosts engagement and supports SEO.
Can You Be an Ethical Marketeer? Yes – and Here’s Why You Should Be
Is ethical marketing possible in today’s data-driven world? Discover how doing the right thing isn’t just good morals, it’s a smarter way to market.
It Starts in September: Why Q4 Planning Can't Wait
Q4 success starts in September. Learn why early holiday planning matters for SMEs, agencies and in-house teams. Includes tips on lead times, pressure points and practical strategies.
The Smart Hire: Why Fractional Marketing Makes Sense for Small Businesses
Discover how fractional marketing gives small businesses access to senior-level marketing expertise without full-time costs. Learn the benefits, use cases and real-world data behind this flexible, results-driven model.
Account Based Marketing for Beginners: Strategic Thinking, Smarter Targeting
Discover how Account-Based Marketing and RevOps combine to drive focus, alignment and higher revenue in B2B. A clear guide for first-time ABM users.
How To Boost Your Confidence At Work, Even When You're Doubting Everything
Struggling with confidence at work? These five practical tips will help you reset your mindset, manage stress, and rebuild self-belief without the fluff. Would you like me to prepare social posts and a downloadable version of this blog as well?
How to Forgive Yourself (and Move Forward at Work)
We’ve all made mistakes at work. It’s what you do next that shapes your professional journey. Read how to turn reflection into progress.
Building Your Influence Network
Explore how to grow a trusted influence network of peers and decision-makers. Includes a practical worksheet for reflection, planning and strategic connection.
A–Z of Key Marketing Terms
Discover a practical A–Z glossary of key marketing terms. Ideal for marketers, consultants and business owners looking to sharpen their knowledge and strategy.
What Is Prompted and Unprompted Brand Recognition and Why It Matters
Discover the difference between prompted and unprompted brand recognition. Learn how each impacts your marketing strategy and why both are vital for building a memorable brand.
Building Your Audience Network
Discover how to connect with the right audience across the right platforms. This blog offers reflection tools and a free worksheet to guide audience strategy
Keyword Strategy – From Crutch to Craft
Discover how to use keywords in your content effectively without overloading it. Learn modern SEO strategies for natural keyword placement, improved visibility and better reader engagement.
Building Your Customer Network
Learn how to map, nurture and grow your customer network with clarity and care. Includes a free worksheet to help you deepen trust and support business growth.
Still Standing: Why SEO Remains a Critical Marketing Investment
Discover why SEO is still essential in 2025 despite algorithm changes and AI disruption. Learn what’s working, what to review, and how SEO drives long-term digital growth.
Hashtags Are Dead, Long Live the Hashtag
The death of the hashtag has been exaggerated. They are still as viable as ever but you need to use them with care.
Building a Meaningful Support Network
Support networks are essential whether you work in a team or on your own. Learn more and download this worksheet
Crafted for Impact: Digital Strategy Without the Fluff
Discover how to create a practical, purpose-led digital strategy that delivers results. This guide covers SMART targets, content planning, automation and audience insight—without the jargon. Let me know if you'd like a shortened version for SERP preview or a version tailored for social sharing cards.
Same Message, Different Voices: What Happens When the Family Writes the Newsletter
When you give your team (or your cats) the newsletter reins, what does it reveal about tone of voice, brand identity and personality-led content? A light-hearted look at serious strategy.
Mid-Year Marketing Review 2025: What’s Gaining Ground and What’s Losing Steam
Explore the top marketing trends shaping 2025 so far. Discover what’s gaining traction – from AI to CRM clarity – and what tactics are losing impact. A strategic guide for marketers who value data, direction and results.
How Long Should Your Blog Be? Here’s What Works (and Why)
Discover the best blog post lengths for SEO, engagement and credibility. Learn why word count matters and how to tailor your content for maximum impact.
Be More Productive
Discover how the Pomodoro® Technique can help you focus better and get more done. Learn the benefits of timed work sprints, practical apps, and how to avoid burnout. Read more on lizbakerfidm.uk/blogs.
The One Minute Manager – Is This Still Viable in the 21st Century?
Explore whether the classic leadership book The One Minute Manager by Ken Blanchard still applies to 21st-century management. Discover which lessons endure and how to adapt them to modern hybrid workplaces.
8 Habits Shared by High-Performing Professionals
Boost your performance with these 8 simple, effective habits used by top marketers and strategists.
13 Ways to Tame Anxiety in a Hybrid World
Discover how to ease anxiety and maintain focus with practical, science-backed techniques for hybrid working.
Why Planning Your Social Media Is Like Planting a Tree
Learn how consistency and long-term care in social media yield stronger engagement and growth.
Creating a Marketing Plan That Works
A Practical Framework for Measurable Impact Building an effective marketing plan isn’t about box-ticking. It’s about designing a focused framework that connects str
Surfing or Working? Focus, Distraction and the Blur in Between
Explore the line between productive research and mindless scrolling. Learn practical strategies to harness online browing for smarter output in digital marketing and content strategy.
Still Straightforward: Saying What You Mean in 2025
Discover how honesty and clarity remain your most powerful marketing tools in a noisy digital world.
Be SMART Setting targets you can achieve
Break down targets into achievable steps using the SMART method. A guide for busy marketers and professionals.
And… not But: The Subtle Shift That Changes Everything
Discover how replacing 'but' with 'and' reshapes conversations, team morale and creativity.
Revenue Operations: The Engine Room of Scalable Growth
Explore why RevOps is the essential system powering marketing, sales and service performance.
Data Protection is easy!
Understand how to stay compliant with data laws using easy principles that make safeguarding customer data routine.
How to Stay Organised at Work: Practical Strategies That Actually Help
Tidy up your workday with simple methods for managing tasks, reducing stress and hitting deadlines.
Easy 4-Step Process for Getting More Accomplished Each Day
Use this quick system to plan, prioritise and achieve more—without working longer hours.
What shall I do next?
Overwhelmed or unsure what's next? These micro-decisions help you refocus and move forward.
Accelerated Learning - Can it help you concentrate on other things?
Learn how to train your brain faster—then direct your energy into things that matter more.
Is AI the future of writing copy or the Emperor's new clothes?
Explore whether AI tools help or hinder creative marketing. Is it substance or just shiny tech?
When things go wrong
Mistakes happen. Learn how to recover, respond and reflect without damaging your reputation.
Do You Have a Style Guide?
Ensure consistency and clarity across all your content with a professional style guide that teams can follow.
Let’s Talk About You
Turn your focus outward. Find out why putting the customer first transforms marketing results.
Do You Schedule?
Structure doesn't stifle creativity—it supports it. Learn how to make time for what matters.
The Three Laws of Time and Effort Management
Manage energy, not just time. These three timeless laws help you work smarter without burnout.
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