Alba Sort

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marketing strategy

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
marketing strategy

Startup Life: The Art of Pivoting

It has been eight months since my post on how a trip to Boston had led my co-founder and me to rethink our startup. Much has happened since. We have challenged our preconceptions about the market, rethought our business model, built a board of superbly talented individuals, and much more. 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
marketing analysis

Building a Successful SWOT / TOWS Analysis

We have spoken about the benefits of doing a SWOT analysis to understand your strengths, weaknesses, opportunities and threats. We have also discussed how you can use the results of a SWOT analysis to build a TOWS analysis that fleshes out the strategic options available to you. Now it’s time Read more…

By , 55 years15th June 2025 ago
marketing analysis

The Value of a TOWS Analysis in Building a Strategy

A SWOT analysis is a great way to get an idea of where you stand. It gives you a good snapshot of your current situation, but it has its limitations. For example, a SWOT analysis doesn’t tell you how you should proceed. To take things further, it’s worth investing a 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
international marketing

6 Ways to Make Your Business Global-Friendly From Day One

Who’s your ideal customer? Perhaps your business is most definitely local, and all you are after is the money your neighbours can spend on your product or service. But if your offering can in any way be shipped overseas or delivered remotely, think again. The decision to expand a business Read more…

By , 55 years15th June 2025 ago
branding

Why This Marketing Blog Might be Just What the World Needs

That’s what you’re thinking, I know. As if there weren’t enough marketing blogs in this world. Well, this is a different marketing blog, run by a normal person for normal people (notice how I said people, not organisations or brands). I’ve worked in B2B marketing for longer than I care Read more…

By , 55 years15th June 2025 ago
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