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“Strategy plays an important role in making brave creative feel less like taking a leap of faith.”
Jillian Hart, US Strategy Director at Fox Agency, believes the best B2B marketing starts long before the creative starts flowing. That means understanding the audience, defining the story, and giving every channel a clear role to play.
In this episode of XTech XTRA, Jillian joins Debbie Forster MBE to explore why strategy should be the connective tissue for everything that follows. They discuss how fragmented campaigns create fragmented buyer experiences, why the traditional funnel can give marketers a false sense of order, and what it takes to make complex B2B buying easier from every angle.
The episode also digs into memorability, originality, and the growing challenge of standing out as AI makes it easier than ever to create more content. For Jillian, the answer lies in finding the one thing you want people to remember, then building everything else around it.
Listen now to discover why great strategy should always be step one.
