April Six

Three game-changing Insights the 'Rewire to Revenue' breakfast panel discussion which I moderated last week. Last week, Marketbridge and Demandbase hosted marketing leaders from EY and Global Relay for a frank discussion about navigating 2025's marketing landscape at a breakfast event in London. Below are three key takeaways that resonated... and you can watch my event report for more! 1️⃣ #MQLs aren't dead – but they're evolving. The panel agreed: we're not ditching MQLs yet (they're too embedded in business KPIs), but their relevance is shifting. The focus is moving toward measuring revenue impact and account-level buying signals rather than individual lead metrics. As one panelist put it: "MQL is now bottom of funnel anyway—it's just a very small bottom." 2️⃣ Nobody has cracked #AgenticAI (And That's Okay). Despite the hype, even the most progressive organizations are still in early stages with agentic #AI. The consensus? Stop beating yourself up. Use it in pockets, test and learn, but remember: the fundamentals of marketing haven't changed. Technology enables us to do things better, but good marketing principles remain constant. 3️⃣ Creativity Matters More Than Ever. In a world where buyers control 80% of their journey before engaging with vendors, standing out is critical. The era of mass content production is here—but AI can't decide what you say or how you say it. Strategic creativity and authentic storytelling are your competitive advantage. Say less, but say it better. The conversation reinforced that we're all figuring this out together. The winners will be those who lean in with caution, embrace change while maintaining the fundamentals, and remember that at the end of the day, we're marketing to humans. What's your biggest challenge in navigating this shift? #B2BMarketing #MarketingLeadership #AgenticAI #ABM #MarketingStrategy #b2bcreative Thanks so much to Fiona Shepherd Charlotte Fletcher Lisa Davis Stephanie S. McArthur Kate Mackie Cathy Calver #ad

Excited to host Rewire for Revenue this Thursday. Last chance to secure your spot! Small group. Big ideas. How marketing in 2026 can turn data, AI, and creativity into real commercial impact. Register here: https://bit.ly/4pNi40j #Marketbridge #Europe #Rewire #Revenue

#B2B agencies never stand still, and the latest trend that is starting to impact on the category is the rise of #GTM agency – which is a kind of hybrid creative agency and consultancy, striving the meet the holistic growth needs of B2B organisations. Marketbridge is leading the charge in this category, but until recently its operations were limited to the US. That all changed with the acquisition of AprilSix, who are a well known and widely respected player in the B2B agency sector. Last week they held an informal launch event for selected clients and staff at their swanky new offices in London’s Fitzrovia (just north of Soho), and I joined them to find out a little more about the transformation of the agency required by the acquisition, and the new opportunities it opens for the team. Fiona Shepherd, Nina Korfias, Tom Adams, Ahpy Bokpe Charlotte Fletcher Roisin Brouder Lisa Davis B2B Marketing #b2bmarketing

25 years ago today, I joined April Six straight out of uni, employee number one… who knew I’d go on to build my entire career here?! I couldn't let this day pass without a few 'thanks you's'. Warning this is a bit of an 'Oscars' speech but if I can't do it today, when can I? Thank you to Katie McManus for believing in me and showing me the way things should be done. To Sinead Woodley, Emily Samways, Jim Sutton for nurturing my leadership. To Sam Smith, Jill Melchionda, Grady Ban, Janet Knight and Trent Talbert thank you for sharing your time and expertise with me. To Alex Kurth and Rintje Barnes who have been the most incredible partners as we've continued to build out the Tech agency (I could not have done this without you!). To Ellie Moran (formerly Dobson) and Lucy Lofthouse for the camaraderie over the last year. To the incredible team of Sixers (current and those who are no longer here) who inspire me every day with your talent, generosity and banter! So many wonderful clients, many of whom are now friends - thank you for being part of my journey, bringing me in to become part of your extended teams and trusting me with your business. My beautiful family who are my cheerleaders, and support network and ground me by reminding me what life is all about - thank you! And to Nina Korfias, Joanna Bittle Brice Chaney and John Shomaker - thank you for the warm welcome into the Marketbridge organisation - I am so excited for what comes next for us. And last, but not least Fiona Shepherd - you have supported me to build a career I am intensely proud of and to balance time with my growing family over the years. You have encouraged my ambition and encouraged me to do it my own way. I am truly grateful for all of the opportunity and proud to be working with you to build Marketbridge in Europe. I recognise for many - and certainly in the era of capsule careers and fractional CMOs - that the loyalty April Six and I have shown to one and other is not en vogue. But hear me out… in the right organisation and with my mindset there is every chance of you having the most fulfilling, rewarding and happy career. If you're still reading... please do have a read of a few reflections after 25 years of Agency life. #25yearworkanniversary #celebration #agencylife

Life is an adventure full of amazing people and places. Today our new journey begins in Fitzrovia, London. Hello Marketbridge Europe…🎉 #marketbridge #aprilsix #newchapter #celebration

Upcoming Webinar: Navigating Brand Visibility on AI Platforms (e.g. ChatGPT and Gemini, Claude) We at Marketbridge and April Six are running a webinar on navigating a new and ever-changing world of AI search. Register here https://hubs.la/Q03CmxfM0 Who is this for? ✅ Those who haven't even heard of the coined term 'Generative Engine Optimization' OR ✅ Those who are well versed in the fundamentals and are on the lookout for some practical tips and tested tools. TL:DR ✅ We will give you a good understanding of the core considerations so you have your bearings and a framework to form your own perspective through the analysis of data we have available to us through analytics tools. ❌ We will not give you a silver bullet solution that won't change over time 😅 #AIinPR #AIinmarketing