United Kingdom
Marketing Strategist, Growth Leader, and Buyer Journey Pioneer
I am marketing strategist and growth leader with over 25 years of experience driving transformational change for global brands and high-growth ventures. As the founder and CEO of Odyssiant, I spearheaded the creation of a Buyer Journey Management platform that empowers organisations to map, track, and influence customer journeys with precision. This pioneering approach enables companies to shift from campaign-led marketing to journey-led growth, resulting in more meaningful engagement and higher conversions. My expertise spans demand generation, content strategy, and customer engagement, with a relentless focus on aligning marketing efforts with tangible business outcomes.
Previously, I led breakthrough initiatives at O2, where I drove the development of the “Vision” platform — an AI-powered engagement system that achieved an 85% conversion rate on inbound interactions and delivered a £75M EBITDA uplift. As Marketing Director at Chordiant, I spearheaded marketing across 14 countries, launching thought leadership events like the Customer Experience Summit in partnership with IBM and Accenture. I am also the author of “Intelligent Customer Engagement - Unlocking the Potential of Growth Marketing”, where I share insights on buyer journey transformation and growth marketing strategy. I continue to advise companies on buyer-led growth, data-driven content marketing, and revenue acceleration.
Unlock the future of marketing with Intelligent Customer Engagement: Unlocking the Potential of Growth Marketing, a groundbreaking guide for modern marketers navigating today's complex and dynamic business landscape. Authored by marketing visionaries Aly Richards and Scott McLean, this revised edition offers a transformative approach to marketing that puts the buyer journey at the core of your strategy.
This case study showcases how NatWest transformed its B2B marketing approach using Odyssiant’s Buyer Journey Management platform. By shifting from traditional outbound marketing to a needs-based inbound strategy, NatWest achieved a 51% MQL conversion rate and generated 1,277 new Marketing Qualified Leads (MQLs) within six months. The initiative leveraged personalised content journeys tailored to specific customer personas, allowing NatWest to guide customers through the buying process with...
Case Study: Splitit - mapping the buyer journey improves conversion rate by 30%. Read more to get the details...
This case study highlights how O2 revolutionised customer engagement with the development of “Vision,” a real-time, AI-driven platform for inbound customer interactions. Built in collaboration with Chordiant, Vision transformed O2’s approach to customer experience, moving away from traditional outbound marketing to a more human-centric, conversation-led strategy. By leveraging real-time data and predictive logic, O2 was able to tailor each customer interaction, driving a dramatic increase in...
In the current marketing landscape, businesses risk prioritizing lead quantity over quality, leading to wasted resources and poor conversion rates. Shifting focus to high-quality leads can enhance conversion rates, reduce sales cycles, and improve ROI. This white paper examines the strategic benefits of a quality-first approach in lead generation.
The Marketer's instinct is often to produce more - more blog posts, more emails, more social posts. After all, the logic seems sound: more content equals more opportunities to capture attention, right? But in today's crowded digital landscape, where audiences are overwhelmed with choices, this strategy can backfire.
The evolution of buyer behaviour in today's digital landscape has fundamentally transformed how companies must approach their customer journeys. Gone are the days when a prospect's path to purchase followed a neat, linear route - progressing predictably from awareness to decision. Instead, modern buyer journeys have become dynamic and complex, resembling more of a winding,...
In the ever-evolving fintech landscape, Splitit, a buy-now-pay-later provider, faced a challenge that resonates with many B2B organisations: how to create content that engages prospects meaningfully while aligning marketing and sales efforts to improve lead quality. Rigid, traditional funnel models were failing to account for the complexities of the modern buyer's journey.
Is Your Content Missing the Mark? In today's competitive landscape, marketers often face a harsh reality: despite their best efforts, their content sometimes fails to resonate with their target audience. If engagement metrics are plateauing and high-quality leads seem elusive, it's time to ask a critical question-is your content truly aligned with buyer needs?
Discover how Buyer Journey Management transforms marketing from disconnected campaigns into a unified, journey-led growth strategy. This business case outlines how Odyssiant empowers companies to map, track, and optimise every buyer interaction. Learn how aligning marketing and sales around the buyer journey can increase conversions, reduce wasted effort, and create Marketing Qualified Opportunities (MQOs) that drive tangible business outcomes. With real-world insights, step-by-step guidance,...