Rob Heerdegen, Marketing Advisor, Oracle will facilitate a conversation with Paul Higgins who is Marketing Director with TalkTalk Business, initially joining in 2006 as Head of Propositions. Commenting on his rise to the Marketing Director position, Higgins points to the importance of showing both flexibility and commercial knowledge.
In the past three years Paul has taken the TalkTalk Business brand on a mammoth journey. Unhappy with the relationship that Marketing had within the wider organisation and its invisibility at Board level, he set out to turn TalkTalk Business into a marketing led company. This saw the brand set out on a path to closely align sales and marketing, implement a sophisticated web architecture that supports marketing automation, and tailor content across individual user journeys. The results achieved with Paul’s help speak for themselves. Revenue performance at TalkTalk Business has increased to see the team generate a 40% uplift in revenue directly related to marketing spend, while achieving a 25% reduction in total marketing cost.
At the same time as achieving all of this, Paul Higgins has been carving a position as a leading industry figure, playing a role in establishing US B2B trade body, The Business Marketing Association, in the UK.
Transforming Business Performance through Acquisition and Automation – view on SlideShare here
Link to interview with Paul Higgins