Diagnosing What's Wrong in Your Marketing Strategy and How to Fix It with Dani Smallbone
Description
When growth stalls and something feels "off" with marketing, how do you diagnose the real problem? Is it the demand generation engine, the positioning, or something deeper in the business itself?
In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd sits down with Dani Smallbone, a transformational fractional CMO specialising in turning underperforming marketing functions into strategic growth engines. With experience scaling companies from start-up to £40M ARR, Dani shares the diagnostic frameworks she uses to identify what's truly broken and the practical steps to fix it.
What You’ll Learn in This Episode:
✔️ The telltale signs that indicate a marketing function needs transformation versus incremental improvement
✔️ How to diagnose whether your issue is product marketing, brand messaging, or demand generation
✔️ Real case studies of successful pivots including climate tech and HR tech transformations
✔️ How the CMO's role as diplomat and educator drives cross-functional alignment
From pivoting climate tech companies into new markets to rebuilding demand generation from scratch, Dani reveals the patterns that indicate when transformation is needed versus incremental improvement—and why marketing can never be the sole engine of growth.
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