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Mimi Turner on Muck Rack

Mimi Turner

London
As seen in: LinkedIn, The Hollywood Reporter, Billboard, Harvard Business Review, Campaign (UK), WARC, Marketing Week, SmartCompany (Australia), The Media Leader UK, Human Resource Executive and
Head of EMEA & LATAM, the B2B Institute @ LinkedIn. Former Director of Strategy, Messaging and Research for the Liberal Democrats.
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Articles

The B2B navigation system is broken: AI is forcing a shift from visibility to ‘Buyability’

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By Mimi Turner
| The Media Leader UK Verified
Opinion – Week in Focus For the last 25 years, B2B growth has been driven by what brands say about themselves. In the new LLM era, it will be driven by what the marketplace says about a brand. B2B marketing was built on a simple premise: tell your story clearly enough, amplify it widely enough, and you could drive demand. Visibility drove traffic, traffic drove pipeline, and pipeline drove growth. It worked – because buyers left a visible trail.
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B2B marketers need to show where customers come from

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By Mimi Turner, Grace Gollasch Verified, Josh Stephenson Verified, Charlotte Rogers Verified
| buff.ly
In the baseball movie Moneyball, Brad Pitt plays Billy Beane, manager of the Oakland Athletics, a losing team whose players are being sold off for parts. With little money and a lot to prove, he enlists help from baseball analyst Peter Brand (played by Jonah Hill) and bets on a new strategy to get ahead. In a pivotal scene, Brand explains that Beane does not need to sign big-name players to win games. What he needs is a clearer picture of what drives results. “You’re trying to replace Johnny Damon.
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Why customer promise is the real secret to brand building

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By Roger Martin, Mimi Turner
| SmartCompany (Australia) Verified
By Roger L Martin, Jann Schwarz and Mimi Turner More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half”. Because the proponents of advertising have always struggled to prove that the money is well spent, that indictment has long helped financial executives justify cutting ad budgets.
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See all 23 licensed articles (28 Total)