Duncan Croker's Linkedin Analytics

Some people say that marketing is sales at scale. My opinion: it’s about alignment – aligning buyers with the right solution for their problem. Here’s why. Every marketing team needs to answer two questions: 1. Who is the ideal buyer for my company’s products/services? 2. How can I help that buyer learn about my company’s products/services? But finding the right answers – and acting upon them – isn’t easy. Most marketing teams struggle with time and resources. Timelines are always urgent, and your team can’t be experts at everything. That’s when you need people like me – specialists who combine learnings from different industries with deep knowledge in a particular area. Since founding Chevron Editing in 2018, I’ve worked with dozens of brands across verticals ranging from legal services and real estate to FMCG and SaaS. And my biggest takeaway has been this: marketing MUST always be buyer-centric. Trying to sell TO buyers instead of problem-solving FOR them is the easiest way to kill your brand. Some other perspectives that I’ve formed over my career include: + Engaging marketing > interruptive marketing. Marketing needs to SEIZE and HOLD attention. Only focusing on the first part of that equation drives the wrong results. + Marketing is communication. Your message needs to be received and understood to be effective. Clarity is critical. + Brand building needs to be led by the CEO, not marketing. Your brand is a summary of every stakeholder interaction and impression – it can’t be driven by a single department. + Your strategic narrative and positioning are the foundations of your marketing. No narrative/positioning = weak, directionless marketing. + Attribution is key. I’m an advocate for HIRO pipeline and self-reported attribution, especially when measuring SEO. + Marketing ops makes or breaks success. Agile teams with a good operating tempo and a bias towards action will win. If you represent an ethical brand and you like my perspectives, let’s talk. I do 30-minute free strategy chats for companies big and small – a no-obligation sounding board for whatever challenges you and your team are grappling with. Book with the link in my contact info. My areas of expertise: + Copywriting + Content creation + Content strategy + Holistic SEO + Brand building + Marketing strategy + Business editing