Alba Sort

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leadership

leadership

Marketing During a Pandemic

We’re in the middle of a pandemic, and the world as we know it has changed overnight. The scale of transformation is still unthinkable, but in the meantime, as marketers, what do we do? I am sure you have already seen plenty of examples of what not to do. There Read more…

By , 55 years15th June 2025 ago
leadership

Startup Life: Lessons Learnt During a Crucial Week

Last month, alongside my sister and co-founder, Anna Sort, I spent five days in Boston. We were lucky to speak to serial entrepreneurs, investors, VCs, BAs, innovation directors, MIT professors and business consultants as part of a Catalan government initiative aimed at start-ups in the digital health sector. Here are Read more…

By , 55 years15th June 2025 ago
leadership

How to be More Strategic in Your Marketing (Part II)

In the previous post in this series about how to be more strategic, we talked about how you need to understand your market (including your competitors), customers (including using buyer personas and understanding the triggers behind decision making). We also looked at how you also need to conduct a thorough Read more…

By , 55 years15th June 2025 ago
leadership

How to Be More Strategic in your Marketing (Part I)

All businesses want their marketing efforts to be more strategic. The problem is that, for many of them, the day-to-day demands take over. Taking the time to think about what they want to achieve and why is pushed to the side. At most, they do it once a year, when Read more…

By , 55 years15th June 2025 ago
buyer needs and motivations
leadership

Understanding Buyer Needs and Motivations

Understanding the buyer needs and motivations is essential to build a sound marketing strategy and make your funnel as effective as it can be. And it’s not restricted to B2C: the issue is equally important in the B2B space (business buyers aren’t as rational as you think). Buyer persona questionnaires Read more…

By , 55 years15th June 2025 ago
3 steps to build your marketing plan for the new year
leadership

Marketing Plan Hacks to Increase Your Focus in the Year Ahead

Creating a marketing plan for the year ahead is a winter classic. There is something truly refreshing about taking a blank piece of paper (or its digital equivalent) and giving ourselves the time to think about what we want to achieve in the coming 12 months. But, more often than Read more…

By , 55 years15th June 2025 ago
leadership

Why all Marketers Should Aim for a T-Shape

A young, fresh-out-of-college marketer who was just starting out approached me the other day. She was smart, she was ambitious, and she was hungry for some advice. What should she focus on moving forward? My answer: drill down on the marketing aspects that interest her, but stay T-shaped. There has Read more…

By , 55 years15th June 2025 ago
leadership

Marketing When There’s No Marketing Department

It’s a very common scenario, shared by start-ups, entrepreneurs and freelancers. You need to market your business because you know that’s what’s going to bring in new sales and the revenue you need for your organisation to thrive. But – and this is a big but – there’s no marketing department Read more…

By , 55 years15th June 2025 ago
leadership

3 Things to Be Aware of When Recruiting a Brilliant Marketer

I recently saw an article on recruiting for marketing positions that got me thinking. Benji Hyam’s post “Why Marketing Has Become The Hardest Position to Hire for” hits the nail on the head on some things, but these are the ones that resonated the most with me regarding my personal experience Read more…

By , 55 years15th June 2025 ago
leadership

The Two Simple Things you Have to Do to Succeed

Last week I had the privilege of hearing Silicon Valley entrepreneur and venture capitalist Eric McAfee speak at the Startup Summit in Edinburgh, a day packed with startup and entrepreneurial inspiration organised by the visionary folk at We Are The Future. Eric McAffee is a wonderful storyteller and shared with Read more…

By , 55 years15th June 2025 ago
leadership

The Rise and Rise of the Creative Technologists

Let me tell you a story. Once upon a time, artisans and makers were at the heart of the economy. They built, sew, forged and made products with their bare hands, one at a time, lovingly creating each piece from scratch. Then the focus switched to productivity and churning as Read more…

By , 55 years15th June 2025 ago
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