Hello everyone, Kristina here!
We recently had a fantastic, and very insightful, chat with Jed Jones from Ambient Array and my team member Stephen about getting the strategic analytics setup right for our client, Anders Group. While the conversation was technical at times—diving into Google Tag Manager, GA4, and UTM codes—it served as a powerful reminder of one of the core truths of our business: Marketing is a must for sustainable growth and long-term success, and that hinges on being strategic and consistent.
Here are a few key takeaways from the discussion that reinforce why a scattered approach just won’t cut it, and how a focus on strategic, consistent marketing is the only way forward for your tech service company.1. You Must Connect the Dots: Strategy Over Activity
The conversation started with a simple problem: our quarterly reports were diving deep into social media activity, but we weren’t “connecting the dots with website activity.”
It’s easy to get lost in the “vanity metrics”—likes, impressions, and followers. But if you can’t tie that activity back to what happens on your website—blog views, lead magnet downloads, or job applications—you’re not doing strategic marketing. You’re just creating content. We need that full, end-to-end view to “learn what to sort of tweak and what to focus on.” Our job is to move beyond simply generating source traffic and build a strategy that moves the needle on revenue.2. Consistency Starts with Measurement
We spent a good amount of time discussing UTM codes—those little tracking tags you add to your links. Jed stressed that for all non-Google platforms, you have to “lead it by the hand” and tell Google Analytics where the traffic is coming from.
This isn’t just a technical detail; it’s a process imperative. Unpredictable word-of-mouth and scattered marketing efforts are inconsistent by nature. But by implementing a simple, streamlined UTM strategy, we create consistent and clean data. This allows us to accurately measure which social posts, email campaigns, or organic efforts are actually driving quality traffic—the kind that stays on the site, views a job, or fires an event. Without this process, we’re flying blind, and relying on luck, not strategy, for our next client.3. Taking the CMO Role: Steering the Ship
A huge insight from the chat was recognizing that in the absence of a dedicated marketing executive, we need to “insert ourselves into that CMO role.” The client team has talented co-owners and IT/CRM specialists, but they are not focused on strategic marketing direction. This can lead to a reactive state, where we’re chasing short-term requests instead of executing a cohesive strategy.
My realization was stark: “I just don’t envision them to be happy in a year from now if we can’t sort of tie these dots together.” To ensure their long-term success—their sustainable growth—we have to take the lead. This means providing the ammunition (the data and the strategy) to say ‘no’ to scattered, short-term ideas and instead focus on initiatives that we know will build a foundation for growth.4. The ROI Model: Building for the Future
Ultimately, the goal of strategic and consistent marketing is ROI. Stephen raised a great point about how hard it is to show the ROI of content creation. Our answer is to build a model that connects vanity metrics to real-world results.
We discussed creating an “inferential model” that starts with the data we can track (website visits, event triggers) and works backward to create a clear projection: “If we increase traffic, then we should expect the other part [applications/clients] to go up too.” This strategic, data-driven framework is how we get out of the messiness and demonstrate to clients that consistent marketing is not an expense—it is an investment in predictable, sustainable, long-term revenue growth.
Ready to stop juggling scattered marketing efforts and implement a strategic, consistent plan for your B2B company? Let’s connect about a custom marketing retainer that brings clarity and sustainable growth to your business.