Laura Roth

Most Reward teams talk about engagement and ROI in completely separate conversations, Tony Nevin doesn’t. As Global Head of Reward at Aristocrat - one of the world’s leading entertainment and technology companies - Tony joined us to unpack how the smartest leaders are reframing benefits as a strategic lever, not a cost centre. We talked about: •⁠ ⁠How to speak the CFO’s language when building a benefits case •⁠ ⁠Why clear communication is now a leadership skill, not a tick-box exercise •⁠ ⁠What neurodiversity can teach us about designing benefits that work for every kind of brain 🎧 You’ll find it available now wherever you get your podcasts!

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If your teams don't have clarity on your organisation's purpose, they'll struggle with unfocused discussions, overwhelming strategic possibilities, and difficulty in prioritising The solution? Khalil's three-session alignment process! After working through the Miro board and guided workshops, you'll have a clearly defined, understandable and usable purpose statement: "If we help [customer] solve [problem] with [approach], they will choose it over [competitors] because our solution is [differentiation]" To put it simply, by following this process, teams can unlock faster progress and more confident decision-making that delivers genuine value to users. A brilliant addition to our growing collection of guides and frameworks available for The Audiencers' subscribers: https://lnkd.in/eQYn8b9M

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End of year predictions can be a bit… predictable. Same themes, same buzzwords, same conclusions. This one caught my eye because it captures the odd, very human changes happening in comms right now. Highlights include “anti-hype messaging”, “Slackless offices”, and “dark comms”. Weirder, but also more real. Sharing in case you’re also looking for something that treats the world of work like the messy, interesting space it actually is 👇 https://lnkd.in/ebXxqhk5

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Arrived in London ahead of the IHR - In-house Recruitment Early Careers Conference tomorrow. If Early Careers is where most people’s working life begins, then the way we design those processes really matters. We’re asking a generation to enter the workforce at a time when applications can be written and optimised by AI in seconds. The playing field looks level on the surface. But in reality, confidence, access to tools, and knowing how to use them well still shape who gets seen. I’m seeing more teams rethink this. Some of our customers use Willo® in their Early Careers hiring as part of that shift to create space for candidates to show who they are beyond a perfectly prompted CV. How they communicate. How they think. How they stand out authentically. For me, this is where the responsibility sits. Early Careers hiring isn’t just about filling roles. It’s about setting the tone for someone’s experience of work. Whether they feel trusted. Whether they feel confident. Whether the process feels fair. If we want to rebuild trust in hiring more broadly, this feels like one of the most important places to start. Looking forward to the conversations tomorrow! I’ll be there with David, George Moody, George B., and Jim B. from our sales and partnerships team — come and say hi if you’re attending 💭 👋

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Adam Grant, thank you 🫶 for being an incredible partner with Glassdoor as our Chief Worklife Expert, and for your talk on stage with Glassdoor president Owen Humphries last week at Indeed FutureWorks! If you missed the talk, they dove into transforming workplace culture, the impact of AI, and why we need to challenge hiring and onboarding best practices in this moment. My favorite question of Adam's from the talk: What is the one core value that your organization is currently struggling to live up to? According to the ~1000 HR professionals in the room -- transparency -- near and dear to our hearts at Glassdoor, was number 1. I’m curious what this LinkedIn crowd is seeing... What is one core value that you see companies struggling to live up to in this moment?

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A heartfelt Screendragon thank you to Emma Turner and Julia Arenson, Co-Founders of IHAR In House Agency Review, for joining our recent webinar “Transform Your In-House Agency: From Execution Mode to Strategic Leadership.” Emma and Julia shared powerful insights on what it really takes to evolve your in-house team into a strategic business partner. Here the Top 10 take aways: 1. Reframe your team’s purpose – from delivery to strategic impact 2. Redesign your operating model for today’s pace and complexity 3. Earn your seat at the table by shaping the brief, not just fulfilling it 4. Operational rigor enables creativity – clear workflows = creative headspace 5. Use AI intentionally to eliminate friction, not add complexity 6. Fix fragmented asset management to unlock global ROI 7. Evolve your KPIs to focus on business outcomes, not output volume 8.Build business acumen within creative teams 9. Start change on the ground, not just in leadership decks 10. Prove your value with data – anecdotal wins aren’t enough To listen to the recording - https://lnkd.in/eXmxUkEt And if you want a written summary - https://lnkd.in/eK_3URUH

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If there’s one book I find myself recommending to marketers again and again, it’s Punchy by Emma Stratton. It’s short, smart, and refreshingly honest about what it takes to write and position ideas that actually land. No jargon. No long frameworks. Just clear, human guidance that makes you better at explaining what you do and why it matters. A few things it helps you do: • Strip out filler and say what you really mean • Turn complex ideas into simple, meaningful language • Find the edge that makes your brand feel alive • Write the way your customer actually talks • Make people care without trying too hard It’s one of those rare books that’s as useful for senior marketers as it is for anyone just starting out. I’ve underlined half of it. 📖

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To anyone reading this today: If you’re a Head of Marketing, feeling stuck, fighting an uphill battle against MQL targets that feel structurally unreasonable. Or if you’re a Head of Sales or CRO, wondering why marketing “isn’t delivering” despite increased spend. Pause. Before changing campaigns, people, or budgets: understand what’s really driving the gap. Market saturation is real. And the only way to understand how real it is in your organisation is by mapping your market properly: → ICP-level → Regional → Vertical → Known vs unknown coverage Once you see that clearly, the conversation changes. Growth becomes easier when expectations align with reality. Curious? Read more about the reality of why marketing keeps missing its targets in my latest Substack.

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Over 350 meetings with product, marketing and customer success leaders. The top jobs-to-be-done JTBD they’re discussing when it comes to customer research, with 394 insights: Automatically record every conversation across the business to eliminate manual note-taking and anecdotal feedback. Evidence over anecdotes. #DataDriven #JTBD #ProductManagement

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The future of FP&A isn’t spreadsheets. It’s strategy. Loved this latest post from our CEO, Paul Lynch, where he lays out how Centage is evolving from a top-tier budgeting solution into a full Financial Performance Management platform. If you’ve outgrown Excel but aren’t ready to throw an enterprise-sized budget at an enterprise tool… this is the post to read. 👇

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The only channel I’ve seen consistently generate positive ROI over the years? In-person events Whether that’s sponsoring, exhibiting or hosting - any event where you can have a one to one conversation with your prospects. I mean where else are you going to get the opportunity to speak to a whole group of your ICP? Certainly not going to get that level of initial conversation through paid media. That connection you get from standing in front of someone having a conversation is what a lot of buyers want as it builds trust and relationships. That’s not changed in the 15 years I’ve worked with them - both sides. Therefore, if you’re looking to add events to your marketing plan, here are my top tips on how to select the event that’s right for you: 👉 Get clear on your goals and who it is you want to meet - if you have a list of companies to get in front of then a conference with stands might be a better option. If you’re after a bigger pool of your ICP then an expo might be better for you. 👉 Talking of ICP, even if the subject matter is relevant to you, make sure that you do your research and speak to the organisers to find out if your ICP will be there. For example, it could be a cyber related event but instead of attracting CISOs/CIOs it’s IT, engineers and CTOs that attend (trust me, it happens). 👉 Get together a calendar of events in your field across the year to see exactly when all of the events fall to be able to plan accordingly. You don’t want to do three events in 6 weeks and exhaust your team. You also will want to spread out leads across the year. 👉 Don’t forget that the total cost of the event will also include your stand design and build, the cost of travel and hotels for your people and any giveaways for your stand - ensure you work that into your budget first before committing. 👉 Additionally, figure out how many deals the team would have to close to generate positive ROI afterwards. Then work backwards to how many leads would be needed and whether that could be achieved on site. My experience is with mid-enterprise SaaS deals for context. What else does everyone look at when booking industry events?

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Delivery teams and resource managers start their workforce management journey wanting better visibility of available and suitable staff. But when they realise that RM technology improves realization? That’s when the penny (or cent?) drops; resource management is a game changer for the pressures accounting firms are under these days.

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74% of marketers report longer sales cycles. 41% are experiencing moderate to significant increases of two to six months. This means a more difficult landscape for B2B marketers. Hear perspectives from industry leaders like Fiona McKenzie from Revere Agency on why sales cycles are growing longer. And find out what steps high performing B2B marketing teams are taking to combat an increasingly difficult buying landscape: https://lnkd.in/g-ZNsVZs

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Move over bulletin boards 👋—there’s a new voice in internal comms. HR Brew just spotlighted how custom employee podcasts are changing the way companies reach their people. Why it works: 🎧 Authentic voices 🙌 Real stories 🌍 Accessible anywhere Huge thanks to our customers leading the way—and to HR Brew for showcasing how Staffbase is helping make it happen. Read the full piece here: https://staffba.se/48VJRWi

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Alex Whitford 🔹 asked me if I’d like to talk to him about Partners- obviously I said YES! I had the pleasure of joining the Partnerships Unraveled podcast by Channext where Alex and I chatted about all things partner- from marketing, to scale, to our shared love of disti- with some good laughs along the way. 💡 Partnerships can be incredibly powerful- if they’re set up for success and scale. During our conversation, Alex and I dug into a few of the lessons I’ve learned in my 15+ years in partnerships, including: - When is the right time to invest in partnerships? - Why partner feedback is one of the most underutilized strategic assets - How partner marketing is so much more than webinars and portal content - Why scalable success starts with your own GTM motion before you involve partners - What frameworks can drive both scrappy and sophisticated enablement at scale Thanks to Alex and the Partnerships Unraveled team for a wonderful conversation. Up next on the podcast: I've nominated my dear friend Erica Ford. Keep your eyes peeled for her upcoming episode- you won't want to miss it! 🎧 Tune in here: https://lnkd.in/ggn_rKpg

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A small UK business getting screwed by their own chatbot? (courts have generally found that you're liable for what the chatbot says on your behalf, I think). [and, of course, may not be real, but sounds plausible] https://lnkd.in/eA4nkHvF "Small business in England. Website has a chat Al to help customers navigate the website and it can be used to log orders/take contact details from customers. A customer was chatting with it and managed to convince the Al to give them a 25% discount, then he negotiated with the Al up to an 80% discount. He then placed an order for thousands of pounds worth of stuff. Like, I'm going to be losing thousands on my material costs alone. l've written to my customer to cancel it and they responded that they will be taking me to small claims court if I fail to honour the order. They've given me 3 days to respond. Can I ignore this?" #AIBitesBack

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In 2025, the best-performing content isn’t coming from brand pages. It’s coming from the people behind the brand 🤝 B2B companies are finally realising what many of us already knew: Employees are the most trusted voices in the room. Great read from Digiday on the rise of EGC 👇 https://lnkd.in/eqDJU_8b #EmployeeGeneratedContent #ContentStrategy

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The CMO role isn’t just evolving – it’s accelerating. Spending time with our customers and product team this week in Dublin reminded me how important it is to listen closely, and then lead boldly. Today’s marketing leaders are being asked to do more than position products. We’re connecting business challenges to real outcomes, alongside product, sales, and the entire C-suite. And with major shifts – from AI to global talent to the changing economic landscape – how we plan, engage, and deliver needs to evolve too. I’d love to hear from you. What’s one way you’re showing up differently to better serve your customers or teams?

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