Responsible use of AI in B2B Marketing
Let’s get one thing straight right off the bat: AI isn’t going to replace good marketing. And if you think…


I brought Emma into Appraisd to devise and implement a modern marketing strategy constrained by the budgets of a bootstrapped SaaS company. Emma got fully behind the vision of the product and was able to articulate it in a way that would resound with everyone across the HR community. Together we have grown ARR and taken the company to a successful exit with a likeminded software, securing Appraisd's further growth. It has been an educational experience working with her - also great fun! - and I wouldn't hesitate to work with her again.
Emma has worked with Investors in People, helping us develop a fresh marketing strategy after a period of significant change. Quite simply, Emma is fantastic! She's brought her knowledge and experience of managing marketing metrics, taking a demand gen approach, real creative vision AND a flair for managing people with kindness and compassion to her time with us, which has transformed how we work and how we think about marketing as a function in the business. Emma is a genuinely lovely person who is a pleasure to work with, and also brings lots of fun and humour which always helps! In a nutshell, I wouldn't hesitate to recommend Emma, for her marketing expertise, direct but measured insights and positive cultural contributions.
We had a wonderful experience working with Advocitude. We had ambitious marketing goals and the team helped us implement our strategy in alignment with our mission, profile and values - all based on data driven insights. The Advocitude team members were always creative, flexible in their approach and continuously encouraged us to be bold. We highly recommend working with them.
We used Emma to help us launch our sub1000 community. Her advice and guidance was invaluable in helping us choose the right platform and make the right decisions to ensure growth and engagement. It's early days, but we are off to a strong start. We continue to use Emma to help us grow the community and have been inspired to start working on a 2nd community. I would highly recommend Emma, not just for her expertise but her all-round positivity is infectious!
I have known Emma for a long time and it's been clear from the start that she is an incredibly dedicated Marketing professional who seeks results and high levels of performance in any and every role. Whether working on partnered efforts or directly as part of the team, Emma brought fresh ideas and a willingness to create an environment where results were the ideal, but where learning was also important. Emma is a good leader, a supportive colleague and would bring value to any organisation.
Let’s get one thing straight right off the bat: AI isn’t going to replace good marketing. And if you think…
Most B2B organisations, especially SaaS companies, are exiting survival mode (hopefully) but haven’t re-entered full acceleration. The market is stabilising,…
In this blog we discuss how to actually use AI for B2B marketing, spoiler it's not fire everyone and use…
Our Founder's Podcast -
Do you ever feel like it's always marketing at fault?
We know the feeling. We can't afford more therapy so we decided to collect all the ridiculous things that marketers hear and invite our friends to chat about them. If you want to hear us (Emma and Ruta) rant about sometimes funny sometimes serious topics this is the place for you.
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