Rachael Higgins

Founder of Because of Marketing & Co-Founder of Cupsly 🤎 Sharing my journey and advice on building two startups from a business & marketing perspective

Rachael is the Founder and Company Director of Because of Marketing, a global digital marketing publication. 

An Instagram page that started from her bedroom in July 2020 has become a trusted publication for the latest in marketing campaigns, industry news, and trends. 

In just five years, Because of Marketing has grown a community and following of over 700,000 and earns more than 40 million organic impressions annually with a large audience base across the US, UK and Australia. 

With a passion for business and marketing from a young age, Rachael’s career began when she studied International Business Management with Marketing at Heriot Watt University, Edinburgh. She graduated with a First Class Honours degree, awarded Third Year University Prize, First prize Balmoral Asset Management and Deputy Principal awards for 2017/2018 and 2018/2019. 

Her first marketing role was in Dubai before returning home to continue building Because of Marketing full time. She has 6 years industry experience and uses her voice on LinkedIn to share her story, educate her audience through her marketing knowledge and build Because of Marketing in public. 

Rachael advocates for the Lewy Body Society and Alzheimer Scotland, having raised over £17,000 in the past seven years to support their vital work.


• Rachael has been featured In: 
Mailerlite, Virgin Money, Shield, Semrush and LinkedIn News

• Brand Partnerships Include: 
Adobe, Meta, Notion, Hootsuite, Semrush, Virgin Startup, Typeform, Intuit Mailchimp, LinkedIn, LinkedIn For Marketing, BT Business 

• Speaking Engagements Include:
Chartered Institute of Marketing, Heriot Watt University, Spotlight by Semrush Mastermind Session, The Marketing MeetUp


To discuss business inquiries please contact:
rachael@becauseofmarketing.com
partnerships@becauseofmarketing.com

CEO & Founder

Marketing is starting to look a lot like the movie Moneyball

You don't win by spending the most, you win by thinking the smartest. In particular, trusting the data that truly drives outcomes [ad] 

And on December 3rd, LinkedIn for Marketing will unpack exactly how to do that in their upcoming live B2Believe virtual event.

➡️ Sign up here: https://lnkd.in/dsJm4DK7
–
On Tuesday, I attended LinkedIn’s B2Believe event and one thing became clear:

B2B marketers’ unfair advantage is using data, creativity and audience insight together. Their virtual event will show you how to put this into action as we head into 2026.

Here’s a teaser of what LinkedIn’s live event will explore: 

1. The B2B Business of Marketing

The numbers tell a story most marketers are missing:

• 82% of marketers say earning trust now matters as much as driving reach.
• 71% of Millennial and Gen Z decision-makers demand authenticity over polish.
• LinkedIn Ads delivers 113% ROAS that comes from meeting your audience where marketing means business.

The virtual event will unpack how to use these behaviours to measure impact, drive ROI and show up where your audience actually spends time.
 
(Which is the smartest way to win in today’s $20T marketplace.)


2. Why Video Is No Longer Optional

LinkedIn now sees 154B annual video views (+36% YoY).

But the real opportunity is understanding the psychology behind the scroll:

→ Put simply: make your audience feel something, and they'll do something.

During the virtual event, LinkedIn will show how to build data-led, creative video that not only earns attention but impacts the pipeline.


3. The Power of Creativity

Success also comes from the art that brings it all to life. In other words, creativity. 

→ 49% of B2B decision-makers are more likely to explore companies with creative advertising.

The virtual event will dive into how creativity and upper-funnel strategy work together to drive 3x more leads, and how to balance art + science for real impact.

These insights are just the surface.

If you want to learn more, with practical steps to apply in your 2026 B2B marketing strategy,  join LinkedIn’s live virtual B2Believe event on December 3rd (10:00–10:45 AM GMT).

Secure your spot: https://lnkd.in/dsJm4DK7

It was also great connecting with friends from LinkedIn: Joe Glover, Matt Swain and Sanam Dhanoa 🤎

#B2Believe #B2BelieveVirtual #Ad

Brand partnership • Founder of Because of Marketing

In 1997 Starbucks taught us a valuable marketing lesson when they introduced their first-ever festive Holiday Cup.

Since then, their red cup designs have become symbolic, signalling the unofficial start of the holiday season 🎄

Today, many other cafes and coffee chains release their own winter cup designs. 

So why does a simple change in design make millions of people feel like Christmas has officially arrived?


The person behind these designs is Starbucks Creative Director Kristy Cameron who commented in a press release: 

“There’s something unmistakably magical about that moment the cups arrive – it’s as if the season officially begins”

As a marketer, I couldn’t agree more. 

This year’s holiday cup theme was inspired by the green and red aprons worn by Starbucks baristas:

• Merry Apron Strings (in both red and green) 
→ celebrates the annual shift from green to holiday red aprons

• Coffeehouse Plaid 
→ makes the cups feel like they’re wrapped in festive gift packaging

• Cold Cups 
→ feature ribbon-like red and green designs


Each cup also includes a blank tag on the back, which is perfect for a personalised message and a thoughtful little touchpoint! 

Their 15-second spot, created by Stagwell and set to The Proclaimers’ 500 Miles, shows charming cartoon ice skaters dancing around holiday drinks

(Caramel Brulée Latte, Peppermint Mocha and Iced Gingerbread Chai), continuing the story behind the festive designs.

On Starbucks’ Instagram alone, several videos on their festive designs and red cups have over 1 million views. 

Even the teaser for their official Red Cup Day which took place on November 13th received over 8.2 million views. 

But it doesn’t stop there.

The design story continues in-store, too, with evergreen garlands, velvet ribbons and campaign visuals playing throughout Starbucks coffee chains. 

For over 5 years, I’ve analysed Starbucks’ holiday campaign because it made me curious around  how brands become part of cultural rituals. 

They’ve built an emotional connection that links the consumer, the holiday season and the Starbucks brand.

Between now and Christmas the festive cups will fill your social stories and grid. This generates a bank of UGC, free publicity and media coverage for Starbucks.

It proves the power of seasonal marketing and the impact of changing your packaging.

Because it’s a reminder that Starbucks isn’t just selling coffee, they’re selling the experience of visiting, whether you sit in, drive thru or takeaway.

They’ve transformed a simple cup into an iconic representation of their brand experience.

And as marketers, we can learn from Starbucks success by: 

- Build emotion around seasonal moments 
- Design experiences customers want to share 
- Tap into existing rituals rather than trying to create new ones

Let me know your thoughts on this year’s cup design! ❤️

Images credit 2 & 3: Starbucks Instagram.

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B2B marketers are stuck between tighter budgets and rising ROI demands. LinkedIn for Marketing  just announced how to solve both #ad

On Wednesday 3rd December, LinkedIn is hosting a free virtual B2Believe event, helping you meet your audience where business actually happens.

I attended their in-person B2Believe event, and everything I learned there is what you’ll get in the virtual experience too.


Insights like:

• How an always-on brand drives a 10% lift in conversions
• Why brand-building content supercharges lead gen performance
• How LinkedIn Ads deliver 113% ROAS by reaching buyers where impact is proven


And the virtual event goes even deeper. You’ll get practical guidance on:

• Authentic storytelling
→ What actually makes B2B brands buyable today, and why trust is now as valuable as reach.

• Data-led video strategy
→ How to build creative that resonates with Millennial + Gen Z decision-makers 

(and why mobile-first video is outperforming polished production).

• Proving real outcomes
→ How LinkedIn empowers marketers to demonstrate business impact and turn marketing into measurable growth, not guesswork.

So, if you want smarter investment decisions, deeper insight, and marketing that fuels real pipeline in 2026;


This is the event you can’t afford to miss! 

Spots are free, but attention isn’t.

→ Register today: https://lnkd.in/dsJm4DK7 


#B2Believe #B2BelieveVirtual

• 97% of marketing leaders believe their team drives web strategy, but • 94% of technical leaders say they do.

This is an ongoing office debate, and if you've been in those meetings, you know exactly how it plays out [ad]

If you’ve ever felt the tension between marketing and engineering… the data confirms you’re not imagining it.

That’s just one of the insights from Webflow’e new 'State of the Website Report', 

which dives into how teams collaborate, the opportunities for 2026 and how AI is reshaping the future of web development.

This is exactly why Webflow built their AI-native Website Experience Platform, to empower marketing teams to: 
 • Move faster without compromise • Break out of cookie-cutter tools • Build bold, branded web experiences that convert

They're also trusted by over 300,000 brands including The New York Times, Dropbox, and TED who rely on Webflow to build, manage, and optimise their websites.

Whilst reading the report, this caught my attention. The top priorities for marketing leaders over the next 12 months are:
 • Optimising AI-driven search and summaries • Driving lead-gen and revenue impact
• Improving site health

And on a fun note, a huge thank you to Webflow for sending over a custom “Future of the Web” mechanical keyboard. 

It’s already earned a permanent spot on my desk! 

The team has also offered to give away one of their keyboards (just in time for an early Christmas gift) 🤎 

I'll select a winner in the comments; all you have to do is share one prediction on the future of the web in 2026 for your chance to win!! 
 Find out whether marketers or tech leaders own the web strategy along with other insights to help you grow; 

download the report today→ https://wfl.io/Rachael

#ad

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