Here's a stat that should make every marketer sit up: people who negotiate their salary earn an average of 18.83% more than those who accept the first offer. Some secure increases of up to 100%.

And yet, most marketers don't negotiate.

Not because they don't know they should. Not because the market doesn't support it. But because asking for more money requires something that doesn't come naturally to a lot of us: the unwavering belief that we are worth it.

This post is about building that belief, and then backing it up with a strategy that actually works.

There's a version of burnout that arrives dramatically, you wake up one day and simply can't do it anymore. But for most marketers, it doesn't happen like that.

It creeps in. A little more tired than usual. A little less excited by work you used to love. Powering through anyway, because there's always another deadline, another campaign, another stakeholder who needs something yesterday. You tell yourself you'll rest after this quarter. After this launch. After this year.

I've been there. And what I know now, that I didn't fully understand then, is that the warning signs were there long before I acknowledged them. I just kept performing over the top of them.

If any of this sounds familiar, this post is for you.

You've built campaigns that landed. You've led teams, shaped strategy, navigated reorgs, and probably done three jobs at once - all while making it look seamless. On paper, you're doing great.

So why does it still feel like something's missing?

If you're a marketer who's stuck, restless, or quietly wondering whether there's a better version of your career out there, career coaching might be exactly what you need. But it's probably not what you think it is.

Eighty-five percent.

That's the share of marketers who said they've experienced imposter syndrome in Marketing Week's 2026 Career & Salary Survey of 2,350 marketing professionals. And for half of them, it's got worse in the past twelve months.

This isn't a confidence problem. It's not something you can fix with a better morning routine or a LinkedIn post about being "vulnerable." And it's almost certainly not unique to you, even if it feels that way at 11pm when you're second-guessing the strategy deck you're presenting tomorrow.

What it is, increasingly, is an industry problem. Marketing is changing faster than most professionals can comfortably absorb and when the ground keeps shifting beneath you, even the most experienced marketers start to wonder whether they're keeping up, or just keeping up appearances.

So let's talk about what's actually going on. And more importantly, what to do about it.

Microsoft recently launched a new AI Performance report inside Bing Webmaster Tools (BWT). While Bing might feel like the "other" search engine, it is currently the only platform providing a backstage pass to how AI systems - like Microsoft Copilot and ChatGPT - actually see and recommend your brand.

Confidence at work isn’t about being the loudest person in the room.

Many marketers and leaders I work with are capable, experienced, and thoughtful - and still find themselves second-guessing decisions, holding back in meetings, or quietly questioning whether they’re doing enough.

I’ve always been a big advocate for celebrating wins, even the small ones.

And even though I didn’t achieve all my (overly ambitious) goals in 2025, I still had a huge amount of growth and achievements to celebrate.

One minute you’re planning a webinar for a super technical audience. Next, you’re in a tense meeting about the sales pipeline. Then you’re rewriting your entire content plan because the product roadmap just shifted. Again.

What I learned about attention, differentiation, and daring to do something different in B2B marketing

When I was leading marketing for a B2B SaaS company in the HR tech space, we were preparing for the biggest industry event of the year in the UK. You know the type—endless exhibition stands, a blur of branded stress balls and lanyards, and more cupcakes and champagne than you could shake a stick at.

And don’t get me wrong—cupcakes and champagne work. Especially at this event, where most of the attendees were women. But we didn’t just want traffic to our stand. We wanted qualified leads. We wanted people who were actually interested in seeing our product in action.

And, honestly, we wanted to be remembered.

One of the biggest mistakes I’ve seen - over and over again - is this:

We assume everyone thinks the same way we do.

Maybe you found a feature intuitive. A message crystal clear. A process simple.
So you assume your customers - or your team, or your audience - will feel the same.

But they don’t.
And when we operate from that assumption, things break. Engagement lags. Adoption stalls. Growth doesn’t come.

If you’re a marketer working across multiple countries, you’ve probably seen a couple of things happen over the past week:

1. In some countries, your product or service just became more expensive

2. And, in some countries, the cost of marketing activities has increased

And this isn’t about tariffs, this is about how a sudden change in exchange rates can present both challenges and opportunities for global businesses.

If you’re living and breathing your product every day, it’s easy to assume your customers and prospects just get it. But here’s the reality—they don’t.

In B2B (especially in SaaS), education isn’t a nice-to-have. It’s the backbone of effective marketing. The more you teach, the more trust you build, and the easier it is for potential customers to see why they need you.

Feeling stuck for content ideas? You’re not alone! It happens to the best of us. But here’s the good news, your audience is looking for valuable, engaging content. Sometimes, all you need is a fresh perspective (and maybe a strong coffee). So, if you’re in the midst of a creative block, here are some ideas that should help create a spark.

Long-term marketing strategies are the foundation of sustainable growth. Unlike short-term tactics that drive immediate results, long-term strategies build brand awareness, authority, and customer loyalty over months and years.

When you need quick results - more leads, more clicks, or more sales right now - short-term marketing strategies are your best friend. These tactics are designed to drive immediate action, making them a go-to for scale-ups looking to fuel growth fast.

Search is changing, and if you’re in the B2B space, this shift could have a huge impact on how your business shows up online.

AI-driven search engines are designed to give people answers that feel more like a conversation rather than just a list of links. They understand intent, focus on relevance, and predict what a user might be looking for before they even ask.

Social media is often the primary channel businesses with use for marketing and customer engagement. But one algorithm tweak or policy change later, and everything you’ve worked for is at risk. Sound familiar? It’s a timely reminder of why owning your audience is absolutely essential for long-term success.

The last few years have been tough. Layoffs, restructures, remote/hybrid/office, the take off of AI. Plus a million other things.

And these changes bring both challenges and opportunity. And that’s a key reason why marketers need a career coach.

They are an independent sounding board to help you navigate what your career looks like today to where you want to be tomorrow.

I’ve launched a Substack and I’d love you to subscribe.

It’s going to be full of B2B advice, guidance and stories. Along with career development tips for marketers and also some musings on career pivots, portfolio careers and expat life.

If you’re running a B2B SaaS company, you’ve probably spent a lot of time (and money!) on ads—whether that’s Google Ads, LinkedIn campaigns, or paid social. And while paid marketing is great for quick wins, it’s not the whole picture.

Organic marketing is more important than ever. Search engines and AI tools prioritise content that’s relevant, valuable, and trustworthy. By investing in organic strategies today, you’re setting your business up for success in the future.