B2B marketing roles are changing fast. Growth sits at the centre, and the skills we need are shifting. This is what it means for us as marketers and leaders. When I first started in marketing more than two decades ago, the role was fairly straightforward. Build campaigns, drive attendance at trade shows, manage press releases, … Continue reading The future of marketing is growth
Thought leadership isn’t a title. It’s how you show up.
The other day, something unexpected happened. A colleague introduced me to his team and said, “You should follow Joyce on LinkedIn. She’s a thought leader.” My first reaction? A mix of surprise and disbelief. Am I? Then, a different colleague told me how much they enjoyed reading my posts. My instinct was to brush it … Continue reading Thought leadership isn’t a title. It’s how you show up.
Crisis in real time: What smart brands do differently
In my last piece, I wrote that being overly reliant on a single playbook—whether for crisis or leadership—is a liability. And that we need to be able to let go of how we think things should go, trust our values and be willing to make bold decisions when the moment calls for it. The more … Continue reading Crisis in real time: What smart brands do differently
No script for crisis. No script for leadership.
There’s a curious thing about crisis training. No matter how many headlines we’ve seen—from data breaches to the Coldplay Astronomer scandal—many leaders still respond with: “That won’t happen to us.” And yet, it does. At our latest FINN Futureproof event, we decided to flip the script. Literally. Instead of putting clients in the shoes of … Continue reading No script for crisis. No script for leadership.
“If it can be solved with money, it’s not a problem.”: The leadership reframe that stuck with me
What’s the best piece of leadership advice you’ve ever received? Mine came wrapped in a line that — at first — didn’t sound like good advice at all. “If it can be solved with money, then it’s not a problem at all.” I still remember the moment a former boss said that to me. My … Continue reading “If it can be solved with money, it’s not a problem.”: The leadership reframe that stuck with me
From hashtags to millions: The marketing might of K-pop fandoms
Most marketers talk about community. K-pop fandoms live it — and drive millions in results while they’re at it. As both a marketer and a fan, I’ve had a front row seat to how these communities operate. What looks like casual stanning on the surface is actually a highly organised machine: hashtags trend globally, albums … Continue reading From hashtags to millions: The marketing might of K-pop fandoms
How AI Is transforming ABM: 5 ways to sharpen your strategy
We’ve heard it over and over — AI is changing marketing. But when it comes to ABM, the shift is deeper than automation or efficiency. It’s changing how we think, structure, and execute ABM strategies. In the past, ABM meant static ICPs, one-size-fits-all campaigns, and a whole lot of manual research. Today, with AI in … Continue reading How AI Is transforming ABM: 5 ways to sharpen your strategy
GEO is the new SEO and it rewards depth over speed
In 2025, long-form content is no longer a nice-to-have—it’s essential. With the rise of Generative Engine Optimization (GEO), marketers are rediscovering the power of depth. This article breaks down why long-form content works so well for AI-powered search, how it builds trust and authority, and what you can do to make your content GEO-ready. Is … Continue reading GEO is the new SEO and it rewards depth over speed
The future of influence: More than code and charisma
AI influencers are on the Rise In an age where digital perfection is just a prompt away, a new generation of influencers is rising—flawless, tireless, algorithmically optimized, and entirely… not real. AI influencers, or virtual personas powered by artificial intelligence and design, are no longer just futuristic curiosities. They're shaping influencer marketing trends in 2025 … Continue reading The future of influence: More than code and charisma
From SEO to GEO: 5 ways to future-proof your search strategy
There was a time when getting to Page 1 of Google felt like the holy grail of digital marketing. We wrote for algorithms, optimized every keyword, and celebrated every climb in the SERPs. But now? People are getting their answers before they even see a list of results. AI tools like ChatGPT, Perplexity, and Google's … Continue reading From SEO to GEO: 5 ways to future-proof your search strategy