Practical perspectives on B2B marketing from the Bluerock team. No fluff, no jargon. Just things we've learned from working with scaling businesses.
· 6 min read · By Jenny Martin
Target now has a chief marketing and guest experience officer. Kohl's dropped the M-word entirely. Mark Ritson reads this as marketing's remit shrinking while the title grows to compensate. For a growing Irish company the lesson is simpler. Hire for commercial authority, and let the title take care of itself.
· 8 min read · By Jenny Martin
On 30 July 2026, LinkedIn added a button letting members flag any post as "AI slop." Within its first few weeks, more than a million people used it. LinkedIn chief product officer Hari Srinivasan says views on content LinkedIn classifies as AI slop are now down roughly 40%, a drop LinkedIn attributes to member feedback working alongside new detection classifiers, though a single flag alone cannot demote a post. Independent estimates of how much LinkedIn content is AI-generated vary widely by methodology, from roughly two in five long-form posts to as many as four in five.
· 4 min read · By Jenny Martin
Digital Business Ireland research shows doubling SME digital investment could add €8.3 billion to the economy. The companies investing now are building advantages that compound year on year.
· 5 min read · By Jenny Martin
Most B2B companies don't start with a marketing team. Building one from scratch is one of the hardest things a growing company can do. Here's a practical guide to getting it right.
· 5 min read · By Jenny Martin
Every growing B2B company faces the same question who should own marketing? Here's an honest comparison of in-house, agency, and fractional models.
· 6 min read · By Jenny Martin
Founder-led sales works until it doesn't. Skip the salesperson for now and hire someone who builds the demand, positioning and process that makes a salesperson productive.
· 6 min read · By Jenny Martin
A senior marketing leader shapes positioning, pipeline and commercial reporting so the company can invest in the right growth levers from the start.
· 5 min read · By Jenny Martin
AI is a powerful tool for speed and scale, but it does not replace commercial judgement. Here is how to use it to support strategy rather than outsource thinking.
· 5 min read · By Jenny Martin
AI assistants quote a handful of pages they retrieve from a search index, so being cited depends on being indexed, answering the question in the first hundred words, and giving figures with named sources. Google still handles about [91%](https://gs.statcounter.com/search-engine-market-share) of search, so this sits alongside SEO rather than replacing it.
· 3 min read · By Jenny Martin
Marketing creates awareness and qualified interest; sales turns that interest into revenue. When the two are aligned, the pipeline becomes predictable.
· 2 min read · By Jenny Martin
Google Analytics sits at the heart of millions of websites worldwide. It's the unsexy backbone of decision-making that most businesses install, glance at occasionally, and largely ignore.
· 2 min read · By Jenny Martin
As an ambitious founder, you're driven to build something lasting. But are your marketing efforts working in harmony to build lasting brand trust, or are you pouring resources into tactics that yield fleeting results?
· 5 min read · By Jenny Martin
Scaling marketing does not always require a full-time executive. A fractional marketing leader can set direction, manage specialists and prove the model before you commit to headcount.
· 5 min read · By Jenny Martin
A fractional CMO earns its place in the first ninety days by narrowing the proposition, choosing one channel to resource properly, and connecting reporting to qualified conversations. The gain comes from stopping work that was never going to pay, not from adding more.
· 5 min read · By Jenny Martin
Growth stalls after the first million because the founder's network and personal selling run out of capacity, not because the product stopped working. The fix is demand that does not depend on the founder's diary, which needs one accountable owner before it needs more activity.
· 5 min read · By Jenny Martin
A fractional CMO is one experienced marketing leader working for you an agreed number of days a week. Irish companies choose the model because a head of marketing costs €85,000 to €120,000 in base salary before employer costs, and because direction is needed months before a full-time team is.
· 5 min read · By Jenny Martin
A senior marketing title earns its place when one person owns the market choices, trade-offs, budget, team and commercial measure. The title matters less than the authority to make those decisions.
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