Laura Browne

Owning ‘the bond girls’ moniker for International Women’s Day

By / October 24, 2019 / Marketing Services

The team at Covalent Bonds are all women, so we informally call ourselves the ‘Bond Girls’, but we have never done so externally. We debated long and hard on whether we could use this name externally. Would we still be taken seriously? Are we doing ourselves a disservice by calling ourselves the Bond Girls? We even debated whether writing this blog was the right thing to do. Is this because marketing has suffered from a lack of quantifiable evidence of its success?

Making Marketing Decisions on Facts not Assumptions: Understand your Scientific Audience Using Primary Data

By / October 24, 2019 / Marketing Operations

Truly understanding a customer requires us to know their behavior and drivers, and to talk to them in a language that resonates, not a language that you think resonates. This is where persona-development typically fails. Teams develop personas based on insights from the sales team and years’ worth of experience. In other words, they develop them on other people’s assumptions held about the audience, not on what the audience think and feel.

What is ‘Marketing Operations’?

By / June 30, 2019 / Marketing Operations

According to our team here at Covalent Bonds, ‘marketing operations’ is the ‘business of doing marketing’. It is ensuring that the marketing campaigns are delivered efficiently and effectively. It is the framework that defines all processes supporting marketing campaign delivery.

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