Santosh Singh is a digital marketing leader with over 25 years of experience helping brands across the UK, Europe, the US, and India turn online visibility into measurable business growth. His work focuses on building high-performance digital strategies that connect organic growth, paid media, and u... Read more
Last updated on17 Apr 2026
What marketers actually need to change to make AI work for engagement
Almost every marketing team now has AI somewhere in its stack. Fewer of them have anything to show for it. That gap, between adoption and actual results, is where most of the AI conversation in marketing needs to move.....
Why activity is not the same as impact
Marketing teams have never had more numbers to report. Impressions climb. Click-through rates trend upward. Follower counts grow month on month. And still, in boardrooms across the UK, the same question keeps landing .....
How brands are shifting from siloed marketing to integrated demand generation strategies
Demand generation and account-based marketing used to run as separate departments, more or less. One team chased volume. The other picked a shortlist of accounts and went deep. Different dashboards, different budget l.....
The Brief Is Where Most Marketing Work Goes Wrong
The BetterBriefs Project, the largest global study on marketing briefs, surveyed over 1,700 marketers and agency staff across 70 countries. The headline finding was this: 80% of marketers believe they write good brief.....
Marketing Teams Have Too Many Specialists and Not Enough Systems Thinkers
Most marketing teams are built the same way. A specialist for paid media. A specialist for SEO. A specialist for content, for email, for social, for analytics. Each one is skilled. Each one optimises their own channel.....
Every Dashboard Eventually Lies
Not through falsification. Nobody changes a number. The lie is more systematic and considerably harder to address because it does not require intent. It requires only that the people presenting the data are the same p.....
The Conversion Rate Optimisation Industry Sold You the Wrong Problem
Most organisations that have run CRO programmes will recognise this pattern. The agency presents a roadmap of tests. The first few produce wins. Button colours change, CTAs are repositioned, form fields are reduced. T.....
Paid Search Is a Tax on Weak Brands. Most Organisations Are Paying More of It Every Year
Nearly 87% of industries saw year-over-year CPC increases in 2025, with the cross-industry Google Ads average reaching $5.26 per click. The most competitive B2B categories now approach $8 to $9 per click. Every market.....