63. Why your marketing strategy isn’t working

Did you build your marketing strategy to impress leadership in a meeting, or to actually use it?Deep breath. Be honest.Most marketers rush through building their strategy, cramming in everything leadership asks for so they look good in the presentation. Then it gets filed away, never referenced again, and you're back on the task wheel wondering why nothing's working.📚 Get the Strategic Marketer Kit mentioned in this episode: https://b2bjade.myflodesk.com/wlihflj5vm Join the FREE Live Strategy Clinic - Thursday 30th April: https://b2bjade.myflodesk.com/strategyclinicB2B Breakthrough Academy doors open 28th April (closes 7th May, we start 11th May): b2bjade.com/breakthrough-academyIn this episode, I'm walking you through my Strategic Marketer Prep Kit - the exact workbook every student completes before starting B2B Breakthrough Academy.Why prep before building your strategy?Think of it like clearing the ground before you build a house. You need to understand where you actually are right now, where you want to be, and what's really going on with your business and leaders before you can build something solid.Part 1: Get honest with yourself (the uncomfortable bit)Write down words to describe where you are as a marketer right now - overwhelmed? scattered? invisible?What does a typical day actually look like?How do you respond when leadership asks for something?Can you explain your current strategy in 2-3 sentences without looking at the document?When was the last time you actually used your strategy to guide your activity?The big one: Did you build this strategy to impress leadership or to actually use it?When you look at your strategy document, what do you feel? (Excited? Overwhelmed? Confused? Like burning it?)Part 2: The leadership conversation (I've written it out for you)Schedule 30-45 minutes with your leadership team and ask:Where is the business trying to get to in the next 3-5 years?What's currently standing in the way of hitting these goals?Who is our best customer? (The one who's easy to service, profitable, and you'd clone 100 times)What does strategic marketing mean to you?If marketing could solve one problem for the business this year, what would it be?Part 3: Complete the workbook using their insightsWhat's working, what's not, who your ideal clients actually are, who your competitors are.Why this process matters:You can't build a strategy leadership will back if you haven't taken them on the journey with you. After this one conversation, many leaders already start seeing you as more strategic - because you're being proactive, not just pushing back or firefighting.Also in this episode:I'm introducing AI Jade - she's been fully trained on my brain, the B2B Breakthrough Academy framework, and hours of my consulting calls. Unlike ChatGPT which pulls from millions of different approaches and might send you off course, AI Jade only knows my specific framework for building simple B2B strategies that get leadership buy-in.Students tell me this programme is better than their degree and any course they've taken combined. Not because I'm amazing, but because I built what was missing - simple strategy with no jargon that leaders can understand and you can actually deliver.The plan:Spend April getting honest with this workbook. Join me 30th April for the Live Strategy Clinic to reflect on what you've discovered. Then if you're ready, doors open 28th April to build your complete strategy with me starting 11th May.Stop building strategies to impress. Start building strategies you'll actually use.Jade x#b2bmarketing #marketingstrategy #strategicmarketing #leadershipbuyin

Marketing strategy in 2026 isn't just about adding AI to your toolkit - it's about stripping back everything that's stopped working first.🔗 Join the waitlist for the May cohort (doors open 28th April): https://b2bjade.myflodesk.com/x1ac1s40a3 📘 Grab the Strategic Marketer Kit: https://b2bjade.myflodesk.com/wlihflj5vmExplore The Academy: https://b2bjade.com/breakthrough-academy In this episode I'm talking about why so many marketers are heading into boardrooms with AI-generated strategies they can't defend, and how to avoid becoming one of them. I cover the declutter-first approach, why your strategies and tactics need to be properly separated (and connected), and how AI Jade - the framework-trained mentor inside B2B Breakthrough Academy - is cutting strategy build time from 12 weeks down to six.If you're a B2B marketing manager who's overwhelmed, reactive, or quietly unsure whether your strategy actually holds up, this one's for you.

Join the waitlist for B2B Breakthrough Academy [11th May Start] > https://b2bjade.myflodesk.com/x1ac1s40a3Get the Webinar Replay and Strategic Marketer Kit > https://b2bjade.myflodesk.com/wlihflj5vm

You're working hard, but leadership doesn't listen. Priorities keep changing, and when someone asks what marketing should be doing, you freeze. I call this challenge the b2b marketing gap and in this video I'll break down exactly how to overcome it.Join the free live class: https://luma.com/mdkyvh01 Join the waitlist for B2B Breakthrough Academy April cohort: https://b2bjade.myflodesk.com/x1ac1s40a3In this episode, I'm reading through my six-page document about where you are right now as a B2B marketer, why you're stuck, and what's really happening behind the scenes.What's covered:Why you feel stuck even though you know marketingWhat the B2B Marketing Gap actually isWhy your current b2b "marketing strategy" isn't workingWhat needs to happen to close the gapHow to stop internalising everything and start consulting internallyThis isn't polished or scripted, it's just me, thinking out loud about what you're going through and how to fix it.Next steps:Join me for the free live class on Thursday 26th March at 11am UK where we'll work through this together. You'll do exercises, identify the real business problem your company is trying to solve, and see the path from scattered to strategic.Over 780 marketers have registered so far! I'd love to see you there.FIND ME HERE:📧 Email: mailto:[email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner💼 LinkedIn: https://www.linkedin.com/in/b2bjade/📱 TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

When marketers want to become more strategic, they think they need to do more - learn more skills, achieve more, tick more boxes.But becoming a strategic marketer is actually about learning what to throw away.Link for 26th March live class "how to become a strategic marketer" > https://luma.com/mdkyvh01 Get notified when B2B Breakthrough Academy doors open > https://b2bjade.myflodesk.com/x1ac1s40a3Learn more about B2B Breakthrough Academy > https://b2bjade.com/breakthrough-academyMarketing Collab > https://www.marketingcollab.co.uk It's about figuring out the mind strategy techniques you need to be taken seriously. Because you can build the most beautiful marketing strategy in the world, but if you can't get the company to back you on it, you're stuck.This is the stumbling block most marketers fall into. They don't believe mindset work is as important as learning the tactical skills.Let's stop calling it mindset work - it sounds fluffy. Let's call it mind strategy.You need to learn to build a marketing strategy AND you need to work on your mind strategy. Because if no one buys into your plan, you won't be able to activate it.📚 Ready to make your breakthrough?Join my FREE live class Thursday 26th March: "How to Become a Truly Strategic Marketer" - [Link in show notes]Get on the waitlist for the April cohort of B2B Breakthrough Academy (doors opening soon): b2bjade.comFree resources: b2bjade.com/resourcesIn this episode, I'm introducing you to Lauren Hill - someone who made the complete transformation from frazzled marketing manager to confident CEO of her own marketing company.

If you want to get promoted to head of marketing or marketing director and you work in a b2b company, this video is going to help you figure out where to put your focus and where your blocks might be - so that you can untangle things and get that promo!👉 Sign up for my webinar on Thursday 26th March on "How to become a strategic marketer" 11am UK time (GMT) https://luma.com/mdkyvh01👉 Register your interest for the April Cohort of B2B Breakthrough Academy mentorship course https://b2bjade.myflodesk.com/x1ac1s40a3👉 Get notified when The B2B Club monthly membership launches https://b2bjade.myflodesk.com/kph1k8856rFIND ME HERE:📧 Email: [email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast💼 LinkedIn: / b2bjade 📱 TikTok: / b2bjade SUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

B2B marketers are pulled pillar to post with marketing ideas and campaign suggestions, they aren't getting the time to build a strategy they can deliver. In this episode I break down why this happens and what can be done.👉 Register your interest for the April Cohort of B2B Breakthrough Academy mentorship course https://b2bjade.myflodesk.com/x1ac1s40a3👉 Get notified when The B2B Club monthly membership launches https://b2bjade.myflodesk.com/kph1k8856r👉 Sign up for my webinar on Thursday 26th March on "How to become a strategic marketer" 11am UK time (GMT) https://luma.com/mdkyvh01 FIND ME HERE:📧 Email: [email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

In this episode, I'm breaking down what marketing really is, how it's defined, and why so many people are getting it wrong.According to the Chartered Institute of Marketing, marketing is about identifying, anticipating, and meeting customer needs while making a profit. But what does that actually mean for your business?👉 Free B2B Strategy Scorecard - find out how strategic you are: https://b2bjade.com/resources#scorecard👉 Get notified when B2B Club launches https://b2bjade.myflodesk.com/kph1k8856r👉 Learn about B2B Breakthrough Academy  https://www.b2bjade.com/breakthrough-academyI'm sharing a personal IKEA customer service disaster in Rotterdam that made me realise how easy it is to lose customers when you forget the fundamentals. Plus, I'm being really vulnerable about what's happening in my business right now and the 4 AM epiphany that changed everything.WHAT YOU'LL LEARN:The true definition of marketing and what it means in practiceWhy customer experience matters more than you thinkHow you're losing customers without even knowing itThe trust gap I created in my business (and how it affected sales)Why I got 500 webinar signups but barely any conversionsThe difference between LinkedIn text posts and long-form video contentWhy I'm closing B2B Breakthrough Academy doors on MondayWhat's coming next: B2B Club membershipTIMESTAMPS: 0:00 - Introduction from Rotterdam 2:15 - The real definition of marketing explained 4:30 - My IKEA customer experience disaster 12:45 - How you're losing customers without knowing 15:20 - Being vulnerable about declining sales 18:40 - My big lesson: 500 webinar signups, barely any sales 22:30 - The trust gap I created by stopping long-form content 25:15 - Why I'm closing B2B Breakthrough Academy doors Monday 28:00 - What's next: B2B Club membership 32:45 - Running a profitable business while serving customers This isn't a polished episode. It's me at 4 AM after an epiphany about customer experience, trust, and how I need to serve you better. I'm opening up about what's worked, what hasn't, and what's changing in my business.REAL STUDENT RESULT: Alexandra doubled the deals closed from marketing channels (not leads - actual closed deals) after going through B2B Breakthrough Academy.FIND ME HERE: 📧 Email: [email protected] (I reply to every email) 🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner 💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ 📱 TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

If you're feeling overwhelmed by all the advice out there on the best best new b2b marketing strategies for 2026 - then you're probably wondering how you're supposed to do everything with limited resources - and maybe feeling like a failure because you can't.This video is going to undo that.After 20 years in B2B marketing, I'm sharing what actually works in 202 - without the overwhelm, without the hype, and without pushing you toward tactics you don't need.Get the fundamentals right first:👉 Free B2B Strategy Scorecard: https://b2bjade.com/resources#scorecard 👉 Explore B2B Breakthrough Academy: https://www.b2bjade.com/breakthrough-academyWhat you'll learn in this video:✅ The b2b marketing fundamentals that never change (ideal client, brand positioning, brand salience)✅ Why "it's all about relationships" in b2b stops working after a few years✅ How to own your data instead of relying on borrowed audiences✅ The email sequences you need in 2026 (welcome + nurture)✅ Why I got 500 webinar signups from LinkedIn but only 2 sales (and what that taught me)✅ My favorite B2B strategies for 2026 that you can actually implementMy favorite 2026 strategies:- YouTube as your central marketing hub- Hybrid events (turn in-person into digital content)- Seamless personalised experiences- Reducing your customer acquisition cost (CAC)- Direct mail (yes, really - old school works)- Optimising for AI search + digital PRI also share real student results!Alexandra from B2B Breakthrough Academy emailed me: "This year was my first time preparing a strategy and budget, and the program really gave me the confidence and conviction to stand behind what I was presenting. As a result in 2025, we've more than doubled the number of deals - not leads, deals - brought in from marketing channels."That's what happens when you simplify and focus instead of chasing every shiny object.KEY TIMESTAMPS:0:00 - Introduction: Stop the overwhelm2:45 - Marketing fundamentals that never change5:30 - Who is your ideal client (really)?8:15 - Brand positioning: Why most B2B companies get this wrong11:40 - Brand salience: The most important thing in B2B marketing15:20 - Own your data (my B2B Strategy Scorecard approach)19:50 - Why your CRM matters more than you think21:30 - Real results: Alexandra doubled her deals23:45 - Stop procrastinating (if you're stuck on the task wheel)26:10 - Email sequences you need: Welcome + nurture28:40 - My LinkedIn lesson: 500 signups, 2 sales (what went wrong)34:15 - Strategy #1: YouTube as your content hub36:30 - Strategy #2: Hybrid events37:45 - Strategy #3: Seamless personalised experiences38:50 - Strategy #4: Reduce your CAC40:35 - Strategy #5: Direct mail (hear me out)42:10 - Strategy #6: AI search optimisation + digital PR44:20 - Final reminder: Get the fundamentals right firstWhat's changed for b2b marketing in 2026?There's nothing particularly new this year. AI is changing search, yes. But most of what you're seeing is just repackaged advice designed to sell you something.You may already be doing marketing activities that just need more focus to get fantastic results.- Don't jump from tactic to tactic. - Build a simple strategy. - Focus on fewer things. - Do them really well.About B2B Breakthrough Academy:The only program built specifically for B2B marketers who've gotten lost in theory, concepts, and the flurry of "try this, try that." Learn how to build a simple marketing strategy that leadership actually understands and supports.Includes: Complete strategy templates, video trainings, live mentoring calls with me, private community, and everything you need to make your B2B breakthrough.Connect with me:💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ 📱 TikTok: @b2bjade https://www.tiktok.com/@b2bjade📧 Email: [email protected]#b2bmarketing #marketingstrategy #b2bmarketingtips #marketingstrategy2026 #simplicityinmarketing

"Get more leads" is NOT a marketing objective.If you've ever rushed through setting your marketing objectives just to get to the "real work," this episode is going to change everything.📚 Grab the free resources mentioned in this episode:Strategic Marketer Scorecard (17 questions + mini crash course): b2bjade.com/resourcesLeadership Pitch Guide (includes CPD info): b2bjade.com/resourcesThe Big Marketing Reset Webinar Replay: Available on all my social platforms🎓 Ready to build your strategy? Join B2B Breakthrough Academy: b2bjade.com/breakthrough-academyI'm breaking down exactly how to build marketing objectives that actually work - the kind that align with business goals, guide your entire strategy, and get leadership buy-in (instead of getting filed away and forgotten).You'll learn:Why SMART objectives can actually get you into trouble in B2B marketingThe difference between objectives, key results, and success indicators (and why this matters)Real examples from inside B2B Breakthrough Academy showing exactly how to structure your objectivesWhy "double the leads in 12 months" sets you up for failureHow to avoid the tick-box marketing strategy trapThe minimalist approach to marketing (and why having fewer things in your kitchen relates to your marketing strategy)Why analytics-obsessed marketers might be killing their brand salienceHow one person giving my webinar 1/5 stars was actually a massive winReal examples covered in this episode:Company Focus Area examples (like machinery sales companies diversifying their client portfolio)How to write objectives that guide strategy instead of locking you into tacticsBusiness scorecard metrics that actually matter to leadershipSuccess indicators you can pull out when leadership wants to know "how did that happen?"This isn't fluffy marketing theory. These are the actual templates and examples from inside B2B Breakthrough Academy that have helped marketers get their budgets increased, win leadership respect, and build strategies that actually get used.Bonus tangents: Why I'm moving away from AI for content brainstorming, my obsession with minimalism, whether you need a spatula to flip pancakes, and why brand salience beats conversion metrics every time.More ways to work with me:🎓 B2B Breakthrough Academy - My flagship 12-week programme with templates, video trainings, and live mentoring: b2bjade.com/breakthrough-academy📧 Want a 7-day trial of Module 1? Email [email protected] or fill out the form on my website📅 Next live intake call dates: b2bjade.com/breakthrough-academyWho this is for:Marketing Managers and Heads of Marketing responsible for delivering strategyMarketers wanting to step up from execution to strategic thinkingAnyone who's built a strategy that got filed away and never usedB2B marketers tired of being order-takers instead of internal consultantsNot quite ready for the full programme? If you're a Marketing Assistant just starting out, focus on execution first and come back when you're ready to step up.Got questions about your marketing objectives? Drop them in the comments - I'd love to hear where you're at with your strategy.See you in the next episode!Jade x#b2bmarketing #marketingstrategy #marketingobjectives #marketingmanager