Taking your B2B Marketing strategy from Good to Great

Build a scalable B2B demand generation engine. Learn how to align sales, track vital metrics, and drive revenue with smart marketing strategies.

Most B2B marketing strategies stay trapped in the realm of "good." They hit vanity metrics, deliver leads, and provide a sense of activity, but they often fail to drive tangible revenue growth or establish true scalability.

But what if your marketing efforts could transcend the “good” and achieve true greatness? Inspired by Jim Collins’ business classic Good to Great, this post will explore how to elevate your B2B demand generation strategy to unlock revenue, align teams, and deliver real impact.

Here’s how to turn your B2B marketing engine into a high-performance, revenue-driving machine.

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The Hedgehog Concept for B2B Marketing

Collins explains that great companies find the sweet spot of what they can be the best at, what drives their economic engine, and what they are deeply passionate about.

For B2B demand generation, this concept translates into identifying the strategic intersection where performance marketing becomes transformational, not just tactical.

Your Hedgehog for B2B Marketing

• Best At: Are you leveraging your competitive edge? Whether that’s account-based marketing (ABM), intent-based targeting, or dynamic events, focus on where your team’s strengths shine and deliver results.
• Economic Engine: Focus on metrics that matter. Don’t just track leads; measure downstream KPIs, such as marketing-qualified lead (MQL) to sales-qualified lead (SQL) conversions, pipeline attribution, and campaign ROI.
• Passion: Align your efforts with where you deliver the most value. For example, if your most significant wins come from ABM campaigns for the Financial Sector, double down on refining that approach.

This clarity enables you to scale efficiently while remaining true to your core capabilities.

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Humble Yet Gritty Leadership in B2B

“Level 5” leaders, according to Collins, combine personal humility with a relentless focus on results. This principle applies perfectly to B2B marketing leadership, where siloed teams and ego-driven decisions often block progress.

What does this look like in practice?

1. Unify Sales and Marketing Teams: Stop the blame game and dismantle silos. Get everyone aligned on shared revenue goals, clear ICPs (ideal customer profiles), and the same KPIs to track success.
2. Prioritise Collaboration Over Decentralisation: Marketing isn’t just about generating leads; it’s about revenue acceleration in partnership with sales. That’s when the entire funnel is built cohesively.

"You can accomplish anything in life, provided that you do not mind who gets the credit."

Jim Collins, Good to Great

3. Be Data-Driven, Not Ego-Driven: Use analytics tools like HubSpot or Salesforce to track performance objectively. Hold campaigns accountable—but also celebrate what’s actually working.

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Confront the Brutal Facts in Your Funnel

B2B demand generation often stagnates because teams avoid confronting inefficiencies. Are you willing to dig deep into your marketing and sales funnel to uncover what’s slowing you down?

Common Pain Points:

• Misaligned ICPs: A vague or unrealistic ICP can result in wasted spend and irrelevant leads.
• Poor Hand-off Processes: If MQL to SQL conversion rates are low, the problem likely lies in inconsistent or unclear handoff processes.
• Leaky Funnels: Leads are coming in but disappearing before they can be nurtured toward conversion.

How to Respond:

• Conduct a funnel audit to assess breakdowns. Tools like HubSpot analytics, Demandbase 6sense, or Lead Forensics ABM platforms, or Google Data Studio are excellent for visualizing problem areas.
• Employ a rigorous yet constructive approach to revamp underperforming campaigns and strategies. Remember, refine rather than reinvent the wheel.

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Build the Right Cross-Functional Team

A B2B demand engine is only as strong as the people running it. Outstanding marketing execution requires diverse skills—from imaginative content creation to data analysis and technical optimization.

Embrace cognitive diversity - this is the diversity most likely to power success.

Who You Need on the Bus:

• Data Analysts & Strategists: These are the people who ensure campaigns are built on insights instead of generalizations.
• Sales Champions: They act as the bridge, ensuring the pipeline results in realistic, winnable opportunities.
• Creative Experts: Content creators who can craft killer messaging that resonates across every channel.

Getting the right team aligned will supercharge your system, turning disjointed outputs into a cohesive strategy.

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© 2025 Rudy Parker. All rights reserved. This image is the intellectual property of Rudy Parker. Unauthorized use, reproduction, or distribution is prohibited.

The Flywheel Effect in B2B Marketing

Building momentum is critical—but great marketing efforts don’t happen overnight. Sustained growth comes from creating a “flywheel” effect where one success amplifies the next.

How to Create a Marketing Flywheel:

1. Align Technology, Channels, and People: Ensure your data flows seamlessly between tools like HubSpot, Demandbase, or 6sense. Consistent messaging and metrics should unify your campaigns.
2. Focus on Multi-Channel Impact: Combine paid media, ABM, SEO, email, and events into an integrated strategy. Each channel should reinforce the others.
3. Nurture, Nurture, Nurture: Automate lifecycle marketing that adapts to each touchpoint (e.g., post-click emails, blog engagement, social retargeting). Smaller, targeted email campaigns triggered by actions or behavior typically trump high volume, untargeted unpersonalized email blasts.

Peak-performing B2B funnels don’t rely on individual lightning strikes. They’re built for compounding returns over time.

Don't look for silver bullets, and glamor - seek small, solid incremental gains over time.

That's not to say you should ignore tremendous opportunities you spot - if you find a silver bullet, fire away!

But realistically, most of your success will come from the slow, sustainable processes you put in place—testing, optimising, feedback loops, and grinding forward with passion.

Just get your marketing fundamentals right and hire good (or even great!), highly competent professionals. Then, you will be well on your way to B2B Marketing success.

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Measure What Matters

The key to long-term growth is tracking the B2B metrics that truly drive pipeline and revenue.

Critical Metrics to Monitor:

• Lead-to-Opportunity Conversion Rates: Are your leads progressing through the funnel efficiently?
• Cost Per SQL: Keep tabs on how much you spend to create sales-qualified leads.
• Cost Per Sale: In the long run, also keep a steady eye on your ROAS. Ideally, it should be over 4X - though, the exact number will depend on your overall strategy
• Account Engagement: Measure how your target accounts are interacting with ABM campaigns.
• Intent Scoring Accuracy: Make use of intent-based targeting tools to prioritize high-fit leads.
• Revenue Attribution Models: Identify which campaigns or touchpoints contribute most to net-new revenue.

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Technology as an Accelerator, Not a Crutch

Your MarTech stack isn’t what makes your campaigns great. This is the message that CMOs, and Demand generation leaders told Damien & I loud and clear in our B2B SaaS ABM roundtable.

The most expensive up-to-date buyer intent tools will not fix your conversion problems if your team is not working well together.

Instead, tech should amplify smart strategies and simplify execution.

How to Control the Stack:

• Focus only on tools that unify data and simplify decision-making, like HubSpot, Salesforce, or 6sense, for demand generation.
• Prioritize platforms that integrate seamlessly to create a holistic view of performance.
• Avoid overcomplicating with unnecessary tools that fragment your system.

The right technology won’t just manage your marketing workflow; it will power intelligent, data-driven growth.

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Elevate Your B2B Marketing Today

Taking your B2B marketing strategy from good to great isn’t just an achievement; it’s the only path to sustained growth in today’s competitive market. By focusing on core principles such as data-driven decision-making, sales and marketing alignment, and leveraging the right MarTech tools, you can build a scalable demand generation engine that drives measurable revenue growth.

If you’re ready to accelerate your growth and turn leads into customers faster than ever, start building or optimizing your demand generation strategy today.

Need help? Explore more tips on aligning teams and achieving scalable success in our resource library!

The B2B SaaS Growth Stack: ABM, Attribution, and Automation That Scales

B2B SaaS Growth with ABM, Attribution, and Automation

Learn how scalable growth stacks built on ABM, attribution, and automation drive B2B SaaS success in 2025. Grab the free ABM Cheatsheet and framework.

B2B SaaS growth is more competitive than ever, and in 2025, the winners won’t be those piecing together random tools and tactics. They’ll be the ones running streamlined, data-driven growth stacks capable of targeting the right accounts, proving ROI, and automating repetitive tasks for maximum efficiency.

If you’re serious about driving revenue, this guide will walk you through how Account-Based Marketing (ABM), attribution, and automation build a robust foundation for scalable success. Plus, at the end, grab a free Startup ABM Cheatsheet to implement these strategies right away.

Why Systems Trump Funnels

Through helping venture-backed startups like Visual IQ (acquired by Nielsen) and Zscaler (a $ 50 B+ NASDAQ titan), I’ve seen one thing consistently drive success: a system.

Random funnels and one-off campaigns rarely generate long-term results. What works? Building a growth stack that integrates your marketing, sales, and data operations. Here’s how to replicate this winning formula.

1 | Account-Based Marketing ABM is the Foundation of Precision Growth

Modern buyers have zero patience for irrelevant pitches or generic content. This is why ABM has become central to efficient B2B growth. It enables you to prioritize accounts that genuinely meet your Ideal Customer Profile (ICP) and engage them with highly personalized messaging at scale.

Why ABM Works

• Targeted Budget Allocation:

Focus only on ICP accounts that have the ability to convert and generate real ROI.

• Personalized Journeys:

Deliver multi-channel campaigns that make prospects feel like they’re your #1 priority.

• Sales and Marketing Alignment:

Shift from measuring vanity metrics (MQLs) to revenue-generating KPIs.

Key Data Point:

Companies using ABM see 208% more marketing-generated revenue, and 97% of marketers report that it delivers a higher ROI than any other strategy (Source: WebFX).

Must-Have ABM Play:

1. Identify your top 50 “can’t-lose” accounts.
2. Use intent data platforms like 6sense or Leadfeeder to layer third-party insights on top of your first-party engagement data.
3. Route 'Hot accounts' directly to sales to act while the buying signal is strong.

Free Resource: Download the Startup ABM Cheatsheet and see this strategy in action. Get the Cheatsheet.

2 | Attribution: Stop Guessing and Start Proving ROI

Running Google Ads, LinkedIn campaigns, webinars, and outbound emails simultaneously? Without proper attribution, you’re operating blind. Modern B2B teams need to know where every dollar is working (and where it’s not).

Why Attribution Is Crucial

• Make Budget Decisions with Confidence:

Marketers cite attribution as the single most important factor for improving ROI. It’s a non-negotiable tool for justifying spend to stakeholders (Source: Ascend2).

• Gain Competitive Knowledge:

Just 31% of companies feel fully confident in their attribution models today (Source: RevSure), leaving the door wide open for early adopters to out-learn the competition.

Fast Attribution Win:

Set up a no-cost tool like Dreamdata or Ruler Analytics. Use it to tag key lifecycle stages and build a “revenue by touchpoint” report in time for your next team meeting or board presentation.

Knowing what’s working now means scaling those methods tomorrow.

3 | Automation: Stop Wasting Time on Manual Processes

There’s a misconception that automation replaces human creativity. It doesn’t. Instead, automation eliminates inefficiencies, freeing your team to focus on delivering real business value.

Hands-On Example:

Startups that integrate automation into their workflows report a 451% increase in qualified leads and ROI-positive impacts within their first year (Source: Firework).

High-Impact Automation Example:

1. Nurture on Autopilot:

Trigger persona-specific email workflows immediately when a lead downloads gated content.

2. Accelerate Sales Action:

Auto-create opportunities in Salesforce when intent scoring passes a set threshold. Alert AEs via Slack and/or email or other in-house messaging tool for immediate follow-up.

3. Automated Reminders:

If no action happens in seven days, send a pre-written “value recap” email through tools like Lemlist or Hubspot.

Nearly 75% of high-growth companies now use automation solutions like Marketo or Pardot to remove repetitive process bottlenecks (Source: eCommerceBonsai).

4 | Building the B2B SaaS Stack

Feeling overwhelmed by tech options? Build your stack strategically around these pillars:

Growth Stack Tip:

Don’t try to perfect your stack overnight. First, get your integrations right. A clunky, brittle stack is worse than sticking to manual processes. Once integrations are seamless, optimize workflows to scale efficiency.

5 | The Startup Growth Blueprint Seven Steps to Execute ABM, Attribution, and Automation Like a Pro

This framework has helped multiple startups transition to scalable pipelines. Here’s a step-by-step breakdown for your team:

1. Secure C-Suite Buy-In:

Begin by aligning goals with the leadership teams. Misaligned objectives can kill critical initiatives.

2. Audit Reality vs. VR Dashboards:

Double-check data accuracy against frontline feedback calls to avoid insights based on incomplete facts. I have seen this disconnect between marketing data and what sales claim is happening many times, particularly during large implementations, such as installing a new CRM, Marketing automation, or an Account-Based Marketing Platform.

3. Identify the Core Bottleneck:

Fewer opportunities? Low conversion rates? Misidentification here wastes resources.

4. Run Targeted Tactics:

Match solutions to key bottlenecks (e.g., low lead volumes = more gated campaigns).

5. Gain Full-Team Commitment:

ABM dies without collaboration between sales, marketing, and executives.

6. Instrument and Iterate Monthly:

Demand relentless A/B testing and commit to pivot when data becomes stagnant.

7. Foster a Safe Culture for Feedback:

Treat losses as learning opportunities to double-loop the success of future campaigns.

Build Systems, Lose the Funnels

B2B SaaS growth in 2025 doesn’t require a team of 20. It requires mastery of three scalable strategies:

1. ABM to target the right accounts and maximize efficiency.
2. Attribution to demonstrate ROI and own your results.
3. Automation to set quality activity in motion nonstop.

🖇 Next Step:

Bolt these tools into your own growth stack by downloading the Startup ABM Cheatsheet. It’s free, actionable, and ready in 30 seconds.

Download the Cheatsheet Now

Want Expert Help?

We specialize in growth stacks that double ARR pipelines for startups. Learn more about our frameworks here.

Reasons Your SaaS Company Isn't Growing and How to Fix It Fast

 

Struggling to grow your SaaS business? Discover innovative, actionable strategies to resolve common bottlenecks in technology, alignment, and content. Optimize your organization for growth today.

Is your SaaS company struggling to hit growth targets? You’re not alone. Many B2B SaaS startups face obstacles that slow or even halt their progress. From inefficient marketing strategies to poor alignment between teams, these issues can hold you back from scaling successfully.

This guide tackles the key reasons behind stunted SaaS growth and actionable solutions you can implement right away. By the end, you'll understand the steps to build better strategies, foster alignment, and turn challenges into opportunities for growth.

Understanding the Problem with Your Tech Stack

A Tech Stack Without Purpose

Have you invested in expensive tools that don't deliver the results you expected? This happens when companies adopt shiny, new technologies without assessing their compatibility with existing systems or their marketing maturity level.

Here’s a common scenario:

• A CMO purchases an advanced ABM (Account-Based Marketing) platform taking up a quarter of the marketing budget.
• The team lacks the resources and expertise to integrate and utilize the tool effectively. The project goes over budget, morale drops, and the marketing operations manager eventually quits.

Solution

Before investing in tools, ask:

• What is the maturity level of your marketing technology stack?
• Do we have the skills and resources to implement, use, and maintain this technology?

Consider conducting a technology audit and hiring experienced Marketing Operations professionals who can run these tools effectively. This way, the tech supports your goals instead of becoming a sunk cost.

Misunderstanding Marketing Data and Analytics

Are you running A/B tests that don’t provide clear answers or narrowing ad audiences so much that they underperform? A failure to grasp data speaks directly to a lack of training in analytics within marketing teams.

Marketers don’t need MBAs, but they do need to know how to interpret and leverage data-driven insights accurately.

Solution

• Invest in training for your marketing team on data analytics, tools like Google Analytics, and testing methodologies.
• Use visualization platforms (e.g., Tableau or Power BI) to democratize data insights across teams.

Aligning Sales and Marketing for Growth

Sales and Marketing Misalignment Hinders Success

No matter how impressive your lead scoring or ABM efforts may look on paper, they’ll fail without clear communication between Sales and Marketing teams. Misalignment can lead to duplicate efforts, wasted budgets, and blaming each other when targets aren’t met.

Solution

Start with regular meetings between sales and marketing. Weekly one-on-ones between marketers, salespeople, and senior leadership can break silos and drive collaboration.

• Share success stories of what’s working.
• Be transparent about what’s not working.
• Build trust by creating psychological safety so teams feel free to share vulnerabilities.

Hold Teams Accountable with an SLA

Implementing a Service-Level Agreement (SLA) sets clear expectations and accountability for both teams:

• Marketing promises: A set number of qualified leads delivered within a quarter.
• Sales promises: Contacting those leads within a defined timeframe.

A sample SLA:

“Marketing will deliver 200 qualified leads per month. Sales will follow up with each lead within 48 hours of receiving them.”

The result? Mutual accountability and shared ownership of revenue goals.

The Power of Strong Content Strategies

Unfocused Content and Targeting

With AI advancing content creation, the problem is no longer about generating enough content but ensuring it’s relevant and targeted. Poorly strategized content wastes resources and fails to engage prospects.

Solution

Create buyer personas to deeply understand your audience:

• What are their biggest challenges?
• What are their goals?
• What content formats do they prefer?

Work with skilled content strategists who not only understand SaaS but also have experience tailoring messaging to different segments. Every piece of content must have a purpose and align with the buyer’s stage in their decision journey.

Poorly Designed Landing Pages

Landing pages are where leads convert. If yours aren’t optimized for engagement, you’re likely losing out. SaaS landing pages should:

• Have a clear value proposition.
• Include social proof (like testimonials or data).
• Guide visitors to a single, compelling call-to-action.

Solution

Hire designers with SaaS experience who can ask thoughtful questions and challenge briefs to improve results. Continuous A/B testing is also key to refining your pages.

Leverage Account-Based Marketing for Precision

Account-Based Marketing (ABM) has gone from niche to mainstream, becoming essential for high-value B2B deals. Unfortunately, many startups fail to implement it effectively, rushing into the process without proper strategy or support.

Solution

To succeed with ABM, ensure your team understands how to combine:

• ABM platforms like Demandbase or Terminus.
• CRM tools such as HubSpot or Salesforce.
• Organic platforms like LinkedIn or Quora for hyper-targeted campaigns.

Combine tools with clear account strategies based on detailed prospect research. ABM isn’t just about having the technology; it’s about using it to prioritize personalized marketing and sales outreach.

Adopt a Culture of Curiosity and Adaptation

The fast changes in marketing and martech are daunting, but staying curious and adopting new trends can yield success. Whether it’s building brand communities or experimenting with AI-driven tools, marketers must consistently evolve alongside the industry.

The Challenge of Passive Marketing Approaches

One recurring issue SaaS startups face is relying too heavily on sales teams and ignoring the importance of skilled marketing. For example, a startup founder who recently hired cold-calling sales reps ended up wasting both money and time. Without marketing strategies that build awareness and trust, sales efforts fall flat.

Solution

Bring in professionals who:

• Understand martech.
• Are adept at innovation and content strategy.
• Know how to guide teams with strategic, high-impact marketing campaigns that ultimately drive revenue.

Become a Growth-Focused Organization

Growth in SaaS isn’t just a result of having a great idea or product. It requires strong processes, alignment, the right tools, and consistent learning. Ensuring sales and marketing work hand-in-hand, analyzing the right data, and targeting your content effectively can help you stay competitive and scale successfully.

Still not sure where to start? Explore B2B SaaS marketing teams that actually drive revenue and bring growth-focused strategies to your SaaS today.

Inside the luxury playbook: how this CMO used micro-influencers to capture the ultra-high-net-worth traveler

 

Call me biased but I am certain that my friends are the most talented in their industry. 

One person that I have no doubt has incredible ability, and a driving passion for her career - as a brand marketer in luxury products, and specifically travel - is Henny Frazer.

She also has a ton of experience and an innate sense of style. She is perhaps the most elegant person I’ve ever met—certainly my most chic friend. 

And it is that kind of subtlety, and taste, that the most luxurious clients crave. Personally, Henny also has incredible style - I hope I am not descending into cliche when I call her a classic English rose. You can read more about Henny’s work in the hotel business here. 

I sat down with Henny a few days ago in a restaurant in Soho to discuss what has become the hottest topic in marketing (okay, well, there’s always AI, but that’s everywhere now!): micro influencers. 

I don’t want to talk too much about the advantages of building a strong brand, or micro influencer community, as much has already been written about it, and in fact I’ve covered this topic comprehensively already here. 

But here’s a few bullet points to highlight how Micro-influencers can help a business grow:

> Targeting a specific audience

> Building trust

> Make Genuine Connections

> Increasing brand visibility

> Boosting credibility

> Creating dynamic, and exciting new content

Henny developed a micro influencer programme when she was CMO at ÀNI Private Resorts, a collection of four properties in Asia and the Caribbean that offer luxury all-exclusive stays for small groups only.  

She was keen to drive awareness to the Chinese market for ÀNI Thailand, based on the tiny island of Koh Yao No, close to Phuket. I can’t help thinking that this has a glorious relevance since the third series of White Lotus, which is trending off the charts right now, was also set in Thailand (Koh Samui - where I scuba dived for a couple of weeks). 

Henny wanted to give recognition to her agency Petrie PR, who she worked closely with to find the best influencers for the target market. Also, Petrie has plenty of existing expertise in this realm, as they are based in Asia, and have many clients in the high end luxury travel market. 

Petrie PR has excellent contacts and helped Henny garner some great press coverage, including a nine-page feature in Tatler China. This provided terrific brand awareness for ÀNIi Private Resorts. The coverage centred around a well-respected ‘Dear Fang letter’ (which is addressed to a mentor/father figure) - in this case, telling them all about the journalist’s experience at ÀNI Thailand. 

The article included a collection of unique illustrations from the stay at ÀNI, but as Henny put it: ‘We felt we needed to go one step further, as online coverage is extremely important for the Chinese market, especially working with influencers, who deliver their unique vision of their experience.

Henny explained that in China, though Instagram is followed by many, by far the most popular channel is WeChat. Working with these influencers ensures that posts are actually followed all over the world. However, the most important point is to ensure that the experience you deliver is culturally relevant.  

          

Also, in this case, it’s critical to explain that with such a finely tuned luxury brand as ÀNI, a stay is set at a high price point—$100,000, plus local taxes and VAT for five nights. So, it certainly was within the realm of the ‘White Lotus’ clientele. 

During our recent conversation, Henny shared valuable insights into how she sees luxury, which is often attuned to the fashion and watch sectors — excelling at crafting a sense of exclusivity and aspiration around a personal brand. Given how closely this aligns with the objectives of our current campaign, I asked her a fundamental question: “How do you define luxury?”

Her response was both insightful and multidimensional:

1.Physical Environment & Design

Luxury begins with the design and ambiance of the physical space—be it a boutique, resort, or showroom. Every detail is intentional, from architectural elegance to sensory cues that elevate the experience.

2.Craftsmanship & Expertise

True luxury is inseparable from expert craftsmanship. Henny referenced artisans like Annoushka whose fine jewellery is all about craftsmanship, as well as hospitality professionals—such as executive chefs and guest service teams—who create highly personalized moments. One example she shared was of a guest being wrapped in a towel post-swim and served a bespoke English tea (with all the chosen additions) on a private terrace without having to ask—every need anticipated in advance (actually that ‘guest’ was her!).

3.Immersive Storytelling & Emotional Value

The most successful luxury brands deliver not just products or services, but fully immersive stories. Guests are made to feel like the only ones there, as with ÀNI "it’s all yours" becomes the unspoken promise. Experiences are unique and deeply local: island picnics accessed by speedboat, seven-course Chinese dinners under lantern light, sidecar rides through rice paddies to hidden noodle shops—each moment curated with both memory-making and shareability in mind. This level of detail supports both emotional engagement and high-quality user-generated content.

4.Exclusivity & Price Positioning

Finally, price and limited access remain critical components. Luxury must feel rare, and the perceived value is amplified through scarcity and personalisation.

From a campaign execution standpoint, the agency, Petrie PR, demonstrated a nuanced understanding of influencer selection. They prioritised creators whose audiences aligned with high-net-worth consumer segments and whose storytelling capabilities—both visual and written—amplified the sense of experience-led luxury. 

One such influencer, based in Canada, leveraged live feeds to share global travel experiences in real time, offering a compelling mix of narrative and visual content. Henny recently informed me that, since our meeting, this influencer has reposted his content over a year later.

These insights are particularly relevant as we continue refining our strategy. The alignment between influencer storytelling and brand narrative is where real value is created in the luxury space

Some last thoughts, Henny shared with me and it’s important to remember:

1. Set expectations of what the influencers will deliver. It is helpful to have a signed agreement, so everyone is aligned.

2. Ensure that the influencers will share their images and videos. This helps in building more brand content which will appeal to the target market.  

3. Ensure that the influencer is the best fit for your brand. They might have lots of followers, but you need to be certain that they have the right messaging for your company.

4. Truly focus on small micro influencers - The number of  followers is far less important than how  impactful this influencer is in their small exclusive group; Particularly within the highly niche ultra luxury market.

5. Perhaps most importantly, get some professional help in sourcing and inviting your micro influencers. They are the ‘raw material’ of your campaign so you want to get that right.

 

I have been fortunate to grow up around some truly brilliant, creative, and innovative people. I have also been working in business, specifically marketing, for over twenty years now. That has also helped me hone my talent radar, spotting ability, and passion for the job.

Read the guide to getting started with your Microinfluencer programme.

Why has employee engagement collapsed?

Strategies for a Healthier Workplace

Workplace wellbeing is more than just a business buzzword; it’s an urgent priority. With rising burnout rates, mental health struggles, and record-low employee engagement, it’s clear that traditional workplace management methods are no longer effective.

I’ve seen this firsthand, both in leading teams and confronting my own mental health challenges. The good news? Change is possible—with the right strategies and mindset.

This article explores what’s driving these challenges, where organisations often go wrong, and how incorporating strategies to support and build self-esteem can transform workplace wellbeing for both employees and leaders.

The Decline in Employee Engagement and Wellbeing

Employee disengagement is no longer a trend; it’s a crisis. Recent data paints a troubling picture:

United Kingdom

• Only 10% of employees are engaged in their jobs in 2023, resulting in an annual cost to the economy of over £257 billion.
• Declining job satisfaction is prevalent; one in 10 employees lacks confidence in their leadership.
• High anxiety levels persist, with 23.4% of adults reporting significant stress between 2022–2023.

United States

• Employee engagement has dropped to its lowest level in a decade, with only 31% of employees feeling engaged in their work.
• Younger employees under 35 report the steepest drops in satisfaction.
• Overall, life satisfaction for U.S. employees has declined to just 34%, with only 34% considering themselves “thriving.”

The Business Impact of Poor Wellbeing

Low engagement and wellbeing levels don’t just harm individuals; they significantly impact organisations. Disengaged employees lead to reduced productivity, higher absenteeism, and turnover rates. Businesses cannot afford to ignore these issues, yet many wellness efforts fall short. Why? Because they fail to address the root causes of employee dissatisfaction.

Why Traditional Wellness Programs Fall Short

The rise of corporate wellness programs has not solved the problem. While the global wellness industry is valued at nearly $60 billion and is growing (expected to reach $130 billion by 2034), many initiatives focus on surface-level perks, such as mindfulness apps, fitness challenges, and in-office yoga.

These approaches, though well-meaning, often overlook systemic issues such as excessive workloads, poor leadership, and a lack of autonomy. Actual change requires deeper solutions.

11 Steps to Building Wellbeing at Work

To tackle the crisis in workplace wellbeing, organisations must go beyond superficial fixes. Creating an organisation focused on building self-esteem provides a robust bedrock for fostering a culture of meaningful support, resilience, and purpose:

1. Living Consciously

Encourage employees to stay present and aware of their thoughts, emotions, and goals. Create a culture where mindfulness is tied to enhancing real workplace challenges, such as discussing workloads openly and proactively addressing burnout.

Practical Steps

• Host regular one-on-ones where employees can reflect on their workload and goals.
• Provide tools for mindfulness and clarity, like journaling templates or team wellness moments.

2. Self-Acceptance

Recognising one’s strengths and limitations is critical to building confidence. I know from personal experience how vital it is to accept where you’re at mentally to begin creating positive change. Companies, too, can embed this practice.

How to Support

• Offer mental health resources, including access to therapists.
• Normalise honest conversations about mistakes, fostering a learning mindset.

3. Self-Responsibility

Employees thrive when they feel their work matters and they have control over their roles. Foster a culture where responsibility is balanced with the tools and trust needed for success.

Action Items

• Implement systems that allow employees to take ownership of projects and decisions.
• Provide clear objectives but trust teams to achieve them their way.

4. Self-Assertiveness

Creating a workplace that prioritises voice and contribution will empower employees to advocate for themselves effectively. Assertiveness is not aggression; it’s giving people the confidence to speak their truth without fear of backlash.

How to Build It

• Train leaders to encourage open dialogues and value diverse opinions.
• Establish anonymous feedback channels to ensure everyone is heard.

5. Living Purposefully

Nothing transforms wellbeing like finding purpose. Employers must connect roles to meaningful outcomes, helping employees see the impact of their work.

Practical Ideas

• Highlight how individual contributions align with the company's overarching goals during meetings.
• Reward creativity and progress with recognition programs.

6. Personal Integrity

Consistency between values and behaviour builds trust. When employees see integrity in leadership and their colleagues, they feel a sense of connection.

Embed Integrity

• Uphold consistent company values across all decisions, from hiring to daily work culture.
• Support employee development programs that align with both personal and business ethics.

7. Building a Culture of Psychological Safety

Psychological safety allows employees to express themselves without fear of judgment or retaliation. It encourages innovation, builds trust, and drives engagement.

• How:

• Encourage open feedback and dialogue without fear of punishment.

• Train leaders to create inclusive and empathetic environments.

• Celebrate team efforts, mistakes, and learning moments.

• Build a culture that celebrates success, rather than focusing on politics and hierarchy.

8. Giving Employees More Autonomy

Micromanagement undermines productivity and confidence. Employees thrive when they have control over their decisions and their day.

• Practical Steps:

• Implement flexible work hours and remote work options.

• Trust employees with decision-making and project ownership.

• Set clear objectives but allow them to determine their preferred path.

• Show some empathy. As Josh Graff, Head of LinkedIn UK, says, 'Try walking a mile in someone else's shoes' from time to time.

9. Fostering Resilience and Self-Leadership

Building resilience to stress empowers employees to take charge of their personal well-being and professional development.

• Action Plan:

• Provide resources for personal growth, such as access to leadership podcasts, online courses, or mentorship programs.

• Encourage self-care initiatives and prevent overwork.

10. Reshaping Work to Provide Meaning

Employees perform better when their work aligns with their values and feels purposeful.

‘If you find a why, then you can bear any how’

Victor Frankl's Man’s search for meaning’

• How to Add Meaning:

• Help employees see how their role contributes to broader business goals.

• Focus on recognition programs that celebrate results, effort, and creativity.

• Bring employees into decision-making processes to deepen their connection to the company.

11. Embedding Self-Compassion

Psychologist Kristin Neff’s research emphasises self-compassion as a foundation for well-being:

1. Self-Kindness - Encourage employees to treat themselves with the same care they show others.
2. Common Humanity - Help teams understand that mistakes and failures are universal.
3. Mindfulness - Create spaces for reflection, such as workplace mindfulness programs tied to real-life issues.

Mental Health Support: The Non-Negotiable

The mental health crisis in workplaces needs urgent attention. From the UK’s £257 billion lost in productivity to the U.S.’s rising depression rates, ignoring this issue costs more than implementing meaningful change.

Practical, Measurable Steps

• Offer employees dedicated mental health days.
• Provide access to peer support groups and therapy through company benefits.
• Train managers to recognise signs of burnout and respond compassionately.

From my own challenges with mental health at work, I’ve seen the power of patience—not just personally but also in team dynamics. There are no quick wins here. Real change takes time, but it is well worth the effort.

I do feel fortunate. Not everyone has had the growth opportunities that I have had. However, for over twenty years now, I have given considerable thought to my 'happiness action plan'. I have implemented it for many years now.

Productive, fulfilling work has always been one of my key goals, alongside good mental health, and strong relationships with my family and friends. I know from research that these are the key drivers of happiness.

However, based on my own journey and where I am today, I also have strong personal evidence that this approach is effective.

Like many professionals, I’ve faced challenges in the workplace. But over the years, I’ve developed strategies to live a happy and productive life while maintaining excellent mental health. 

My experience underscores that while the problem is complex, solutions are achievable. They require effort, support, and understanding on an individual and organisational level.

One of the first strategies I learned, over twenty years ago, was setting boundaries. It's crucial to create a balance between work and personal life, which can be challenging in today's fast-paced, technology-driven world.

Setting boundaries means being able to say "no" when necessary, delegating tasks, and taking breaks from work to recharge. This helps prevent burnout and allows for quality time with loved ones, as well as pursuing hobbies and interests outside of work.

Another important aspect is communication. Open and honest communication is essential in any relationship, including the one with your employer or colleagues. It's okay to express your concerns or ask for support when you need it. In fact, sharing your struggles openly together (without fear of reprisal) will help you find better solutions more quickly.

Turning the Crisis into an Opportunity

Addressing wellbeing is more than an ethical priority; it’s a way to build competitive advantage. Employees who feel valued, supported, and have a sense of purpose are more engaged, creative, and loyal.

I feel a profound sense of purpose in my career since I've found something I'm passionate about. Enjoying what you do and having a healthy support network are key to developing incredible resilience.

The wider mental health crisis

Over the past 10 to 15 years, mental health challenges have escalated significantly in both the UK and the US, affecting adults and young people alike.

United Kingdom 

• Youth Mental Health: From 2017 to 2022, probable mental disorders among 17 to 19-year-olds rose from 10.1% to 25.7%. CYPMHC

• Between April 2023 and March 2024, very urgent adult referrals to mental health crisis teams in England more than doubled, rising from 1,400 to 3,063 cases. This sharp increase reflects escalating mental health emergencies and highlights the strain on already overstretched services. The Guardian

• The Prince's Trust Youth Index reports that happiness and confidence levels among young people in the UK have reached their lowest levels since the survey's inception. In 2020, 26% of young people felt "unable to cope with life," a figure that rose to 40% among those not in employment, education, or training. 

• In 2023, England and Wales recorded 6,069 suicides, equating to 11.4 deaths per 100,000 people—the highest rate since 1999. Notably, male suicide rates increased to 17.4 per 100,000, and female rates reached 5.7 per 100,000, marking the highest female rate observed since 1994. Office for National Statistics

United States

• Depression Rates: The prevalence of past-year depression increased from 7.3% in 2015 to 9.2% in 2020. PMC

• Suicidal Thoughts in Young Adults: Between 2008 and 2017, the rate of young adults with suicidal thoughts or other suicide-related outcomes increased by 47%. American Psychological Association.

• Youth Mental Health Crisis: Between 2014 and 2024, the suicide rate for Americans aged 10–24 rose by 56%, with particularly sharp increases among Black youth and adolescent girls. Wikipedia.

     

Take Action Today

Whether you're a business leader, HR professional, or employee, there’s a role you can play in prioritising workplace wellbeing. Start by evaluating your company's mental wellbeing and that of its employees. What can you improve? What’s missing?

Above all, look at yourself. Are you happy? Are you working at your best potential? Are you in the right environment to produce your best work?

Creating a healthy workplace culture isn’t just good for employees; it’s essential for business success. Together, we can solve this crisis by making wellbeing a shared priority.

“A culture that systematically ignores, devalues, or frustrates the need for self-esteem will sooner or later pay the price in the form of apathy, absenteeism, poor performance, or burnout.”

Nathaniel Branden, 'Self-esteem at work'

Further reading: Jeremy Thomas 'How to stay sane in an insane world' - I am friends with Jeremy. I facilitated the refresh of his excellent new website with a brilliant designer with whom I've worked for many years, called Karlo Pocrnic.

Or visit my HR, Talent Acquisition, and Culture website.