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Heidi Taylor
Managing Director at Heidi Taylor Marketing Ltd
London, United Kingdom
Heidi Taylor has been a B2B marketer her entire career, spanning 25 years and multiple industries, from IT hardware and software, to telecommunications and professional services. She is a consultant, speaker and blogger with a passion for ensuring the next generation of marketers have the tools to achieve their goals and maximise their abilities in a rapidly changing business landscape. Her expertise is in strategy and planning, and in creating powerful multi-channel, multi-format marketing programmes and campaigns that help organisations engage meaningfully with their customers.
Heidi is the author of B2B Marketing Strategy – Differentiate, develop and deliver lasting customer engagement, published by Kogan Page.
She is a former double winner in the Chartered Institute of Marketing’s prestigious annual Marketing Excellence Awards – the coveted overall Marketer of the Year as well as the Professional Services Campaign of the Year – and is a member of the B2B Marketing Leaders Forum and the Business Marketing Collective, industry bodies driving the development of B2B marketing across the UK and Europe.
She contributes regularly to industry journals in print and online – including B2B Marketing magazine and the PSMG magazine – and comments on B2B marketing-related topics in her blog, on LinkedIn and on Twitter..
She also regularly speaks at marketing conferences and other events in the UK and internationally.
She has a BA in Fine Arts and an MBA in global marketing.
Available For: Authoring, Consulting, Influencing, Speaking Travels From: London, United Kingdom
Heidi Taylor
Points
Academic
0
Author
137
Influencer
2
Speaker
0
Entrepreneur
0
Total
139
Points based upon Thinkers360 patent-pending algorithm.
My final B2B marketing blog
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March 24, 2019
I’ve been blogging for over 5 years now, 5 years and 3 months to be precise. And, as I rapidly approach yet another milestone in my life, after an awful lot of soul-searching, I’ve decided to stop blogging about B2B marketing. So, this is my final blog. Photo by Heidi Taylor I’m taking some of
Don’t tell me what you do, show me how you think
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March 10, 2019
Are you a B2B marketing supplier, trying to sell me something? Because if you are, this is what I want: outcomes not outputs, and good people to think with. Photo by Aneta Pawlik on Unsplash Lately I’ve been bombarded by an awful lot of B2B marketing agencies and other B2B marketing suppliers tryi
What do I want in B2B marketing? Good people to think with
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March 10, 2019
Are you a B2B marketing supplier, trying to sell me something? Because if you are, this is what I want: outcomes not outputs, and good people to think with. Photo by Cristina Cerda on Unsplash Lately I’ve been bombarded by an awful lot of B2B marketing agencies and other B2B marketing suppliers tr
The Case for Slow B2B Marketing
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February 24, 2019
A few years ago I attended a marketing conference and a presentation by Maria Burpee, who was a senior marketing director in a global B2B technology business at the time. She gave a presentation called ‘Slow B2B Marketing’ and this was my first introduction to what is now known more widely as th
Setting TOUGH B2B marketing objectives
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February 10, 2019
Were well into the month February of this new year and Ive (literally) begun to see the light at the end of this dark tunnel of winter. Theres noticeably more daylight as the weeks pass and, though not causal, Ive been shining a new light on the goals and objectives Ive set for myself
Martech is an enabler, not a strategy
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January 27, 2019
Photo by Ramón Salinero on Unsplash I received a very odd telephone call last week. Someone rang up and asked me if I was interested in marketing technology (Martech) as a strategy for my business. Awkward silence on my end as I tried to figure out who this person was and what they wanted. Turned o
The value of vacations
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January 13, 2019
Photo by Heidi Taylor I’m just back from a 2-week holiday over the Christmas and New Year’s festive period. And, as I’ve done for many years, I completely disconnected from email and social media during my holiday. Even though I now work for myself and my time off is no longer paid, I still gi
My B2B Marketing Christmas Wish-List: top tips for B2B marketers
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December 02, 2018
Ah, Christmas, that time of year when our Inboxes are flooded with Black Friday and Cyber Monday messages leading into Cyber Week and all those ‘can’t miss’ bargain deals. I’ve been a little startled by the extent and assertiveness of these campaigns this year. Is it just me or has this year
Note to younger self about a B2B marketing career
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November 18, 2018
What would I tell my younger self about a B2B marketing career? Photo by Kristen Sturdivant on Unsplash (edited) I’ve just returned from lecturing to a group of young MBA students at the University of Southern California, where my book – B2B Marketing Strategy: differentiate, develop and del
B2B marketing as a career choice
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November 04, 2018
What would you say to room full of young MBA students about a B2B marketing career? Photo by Hello I’m Nik on Unsplash (edited) Out of the blue this past summer I was contacted by a professor and executive director at the University of Southern California (USC). They were adopting my book –
What can B2B marketing learn from B2C?
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October 21, 2018
Last month, on 27th September, I had the great privilege of giving a keynote presentation at the annual PM Forum Conference in London. This year the theme was ‘the bare necessities’ and – in an industry where it often seems that everything is changing – the focus was on what hasn’t cha
Good revenue, bad revenue and lead gen in B2B marketing
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October 07, 2018
My last post introduced an 8-step framework with which to develop our marketing plans. In this last post of the series, I turn my attention to the 3rd and final of my 3 enduring fallacies of B2B marketing – that the purpose of B2B marketing is lead generation. Photo by Patrick Hendry on Unsplash
8 steps to a more effective B2B marketing plan
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September 23, 2018
In my last post, I explored the fundamental difference between marketing strategy and plans, and the essential questions we must ask as we develop our B2B marketing strategy. In this post, I delve deeper into the development of our marketing plans and introduce an 8-step framework that will help you
Your B2B marketing plan is NOT marketing strategy
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September 09, 2018
Before I went off on my August holidays I explored in greater depth the first of my 3 enduring fallacies of B2B marketing – that over the past few years marketing has fundamentally changed. In this post I delve deeper into the 2nd of those 3 fallacies and focus on developing B2B marketing strategy
True or False? B2B Marketing in Throes of Disruption
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August 05, 2018
Photo by Rost-9D on iStock Really? Just this past week I read yet one more article from yet another marketing expert claiming that marketing is in the process of disruption. ‘Disruption’ is another of those over-used words which is quickly becoming meaningless. Which is unfortunate; it
Speaking Live at B2B Ignite 2018 – video
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July 29, 2018
There was such a buzz at this year’s B2B Ignite – the largest B2B marketing conference in the UK. On 10th July, over 1,200 B2B marketers filled London’s Business Design Centre for a day of networking, discussion, debate and illuminating presentations across 10 industry streams. Speaking li
Beware of B2B marketing fake news
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July 22, 2018
Photo by Rhett Wesley on Unsplash In October of last year, the CNN news network in the US launched a new ad campaign. The 30-second advert shows an apple against a white backdrop with a simple voice-over: ‘This is an apple. Some people might try to tell you that it’s a banana. They might scream,
How I overcome my fear of public speaking: 11 tips for that moment in the spotlight
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July 08, 2018
I’m speaking at a number of B2B marketing conferences over the next few months, including B2B Ignite this coming week. And, as is always the case with me, I’m starting to have more than a few sleepless nights. Photo by Molly Belle on Unsplash I’m not a ‘natural’ on stage. I’m one of thos
3 enduring fallacies of B2B marketing
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June 24, 2018
I had never heard the term ‘fake news’ before 2 years ago. Yet at the end of 2017, the Collins English Dictionary named this term in its annual list of ‘Words of the Year’. They define it as: fake news (?fe?k ?nju?z) noun: false, often sensational, information disseminated under the guis
Why Ask WHY in B2B Marketing?
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June 10, 2018
Why is the sky blue? Why is grass green? Why is the sun hot? Why is ice cold? ‘Why?’ ‘Why??’ ‘WHY???’ Children have been bombarding adults with this question to the point of exasperation and often making us a little nuts in the process. I’ve read one study that says children ask on a
Getting personal with our B2B Marketing after GDPR
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May 27, 2018
The long-anticipated GDPR legislation came into effect at the end of last week, and, as it’s been approaching, personalisation in B2B marketing has been getting more and more attention. Since my last post – where I asked if our B2B customers even want personalisation – I’ve been seeing an aw
Do our B2B customers really want personalisation?
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May 13, 2018
I’m back from my B2B marketing mini-sabbatical! From dancing rays to diving with dolphins in Western Australia, the Red Centre, the Great Ocean Road and the wonderful cities of Sydney and Melbourne – and so much more – it’s been an incredible few months. Ningaloo Reef –
B2B Marketing ROI: measure what matters
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February 11, 2018
Demonstrating marketing value in B2B has never been easy. Yet the past few years have placed a microscope on our B2B marketing activities and we continue under increasing pressure to ‘prove’ our B2B marketing ROI (return-on-investment). Every day it seems like we have new tools and technology th
Is B2B marketing lacking creativity?
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January 28, 2018
Is B2B marketing art or science? Should we focus on B2B marketing creativity or analytics? Incredibly, this debate is not new; it has been raging for more than 70 years, ever since Paul D Converse, an American economist and marketing professor at the University of Illinois, published a paper titled
B2B Marketing Strategy - differentiate, develop and deliver lasting customer engagement
Kogan Page
December 17, 2017
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become ‘digital’, B2B marketers have become consumed by the marketing activity itself – the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.
Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, it changes the perspective of B2B marketers by taking the unique approach of confronting and refuting many of the fallacies that are dominating the current state of B2B marketing. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.
Location: London, United Kingdom and Vir Fees: Varying dependent upon service
Service Type: Service Offered
HeidiTaylor is a boutique marketing consultancy, working with professional services and other B2B organisations to develop strategic marketing approaches and integrated marketing programmes that engage customers in new ways, creating impact and differentiation.
Services overview:
Developing marketing strategy
Developing marketing plans
Content programme development
Programme and campaign development
Developing thought leaders and insight programmes
Personal branding and developing social presence
Individual & team capability-building through workshops or 1-to-1
Managing and oversight of 3rd party relationships
Conference speaking
In-house speaking
Join Thinkers360 for free! Are you a Reader/Writer, Thought Leader/Influencer (looking to increase your earnings), or an Enterprise User (looking to work with experts)?
My final B2B marketing blog
Don’t tell me what you do, show me how you think
The Case for Slow B2B Marketing
Setting TOUGH B2B marketing objectives
Martech is an enabler, not a strategy
My B2B Marketing Christmas Wish-List: top tips for B2B marketers
B2B marketing as a career choice
B2B Marketing Strategy - differentiate, develop and deliver lasting customer engagement
B2B Marketing for the social era
