Joanne Clayton

“`html MYTH: People Buy Because Your Marketing Is Good Here’s a reality check that most marketers don’t want to hear. People don’t buy because your marketing is clever, your branding is beautiful, or your email subject line is perfectly A/B tested. They buy because something has changed in their world. Understanding buying triggers — the

Why Most Businesses Get Their Ideal Customer Wrong — And How Better Customer Profiling Increases Sales Most businesses think they know who their ideal customer is. In reality, they are guessing. They assume their best clients sit in a particular industry, a certain postcode, or a specific company size — usually based on one or

Cold Sales Emails That Actually Get Replies: Strategy, Structure and Smart Execution “Can’t we just blast 20,000 cold emails and see what sticks?” I hear this regularly. And every time, my answer is the same: that’s not a strategy, that’s hope. Cold sales emails remain one of the most powerful outbound tools available to B2B

If I hear “let’s just buy a bigger list” one more time, I might scream. Seriously. The moment someone says they want 100,000 records, I already know what happened — the last campaign flopped, and instead of fixing the actual problem, they’re trying to paper over it with volume. More data is not the answer

5 Cold Email Myths Ruining Your Sales Pipeline (And the Truth That Fixes Them) Cold email gets a bad reputation — usually from people doing it badly. When it’s done correctly, cold email outreach is one of the most reliable and cost-effective ways to generate B2B sales conversations. The problem is that too many sales

Why Good Data Does Not Equal Sales I had a conversation last week that I hear more often than I should. A client called to say: “The data was good… we just didn’t get anything from it.” That one sentence tells me everything. If you’ve ever bought B2B data and walked away disappointed, this post