Emily Manock

Source: Shutterstock There’s a perpetual refrain in the industry: marketers need to speak the language of the boardroom. Constrained budgets are not new, but the perception is that marketers are increasingly being asked to do more with less, so the logic is sound: to defend marketing as a critical value driver, marketers must become fluent in finance. I agree wholeheartedly (although I do wonder how often accountants are asked to speak the language of marketing).

From operating in survival mode to finding flexibility, four B2B marketers discuss the ups and downs of going it alone. In modern B2B marketing, teams have been shrinking while expectations have ballooned. Campaigns need to land faster, content needs to be constant and measurement never stops. Yet in thousands of smaller businesses, there is only one person tasked with doing it all.

Lidl has announced a £250m investment in price cuts to help shoppers save ahead of Christmas. Prices have been dropped on over 1,000 everyday products since January, with more set to be added in the run up to Christmas. This builds upon the retailer’s current value proposition, driven through its loyalty app. Lidl is currently the only discounter with a loyalty rewards scheme, Lidl Plus.