that need to be considered when you're going out to press to share your story. You must consider what’s going to make a difference as opposed to what’s templated and ordinary. Real storytelling will always cut through. And I love a good email nurture programme. Email has the highest ROI of any kind of digital messaging and while it takes some thought, the good ones you can pretty much setup and forget.


What’s marketing best-practice in your view - and is that deliverable from a small agency?


Do most clients know what they're trying to achieve as a business? I hope so. I hope that there's thought beyond revenue targets. My specialty is that I'm a generalist. I understand that when you pull a string over here, something is going to happen over there. An SEO expert can draw visitors to your website, but what are you doing to flip visitors into buyers, as that’s a different skill entirely? As long as you're clear about your aims, marketing can very easily deliver tactics to create a support strategy. I think it's possible to do that within a small agency because I know what we've achieved for bigger companies.


I have the luxury of having worked at some of the biggest, greatest companies. And, equally, I've spent so much time with first time founders that I know what’s going to happen next. I know what happens when the money comes in. I know how you're going to work the team, what's going to happen when you go global, how you’ll change your marketing strategy etc. It’s this kind of experience that’s more important than the size of the agency.


You must think there’s a space for Cittadina - what’s your USP? How do you differentiate?


It comes back to the same questions: what are your business aims? Do you plan beyond the next six months? Do you want to think further than one event to the next? Do you want to setup automations that are going to be able to make you more money in the long run? And while your sales team is trying to secure that next meeting, have you initiated a content strategy to allow your prospects to do their own research?


Educating your prospects between meetings is vital. It enables a deeper 33


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