Building Brands UK Workshop by Shaun Weston: How to Make Your CRM Sexy to Enable You to Achieve Your Marketing Goals

Shaun Weston, the brilliant mind behind our CRM strategy, delivered an incredible workshop at the Building Brands UK event on 23rd May. This workshop was a valuable opportunity for our audience to gain insights into the intricacies of CRM implementation.

For those who were unable to attend the event or wish to revisit the workshop, the recording is now available for you to watch above. 

Shaun covered a comprehensive range of topics, including:

– Understanding the fundamentals of a CRM
– Collaborating seamlessly with sales teams through CRM
– Harnessing accurate data on lead and customer journeys to showcase Marketing’s impact
– Gaining actionable insights on MQL conversion through CRM
– Consolidating data from various sources (organic social, paid social, email, PPC, web, landing page design) in one CRM for enhanced effectiveness
– Closing the feedback loop and improving lead quality with CRM data instead of relying on opinions and emotions
– Empowering end users to become early adopters and advocates of CRM


Your most important relationship is the one that you have with your customers. So why not make it as smooth as possible?

With the right software in place, you can enhance your sales and marketing processes and boost your ROI.

We’re offering a free tech stack audit to help you understand your existing CRM and identify any inefficiencies. We will provide honest, actionable recommendations to optimise your tech stack and improve your business operations. Request your audit by completing the form.

Download: Why a Killer Marketing Strategy is Non-Negotiable

Your marketing strategy is like a roadmap to achieving your business goals. It’s the foundation that supports your success; encompassing a plan that outlines the key steps and tactics required to effectively promote your products or services, connect with your target audience, and ultimately drive desired outcomes.

It needs to answer the following questions:

WHAT? What are your business goals?

WHY? Why should your people choose you over your competitors?

HOW? How will you reach and engage with your audience?

Why a Killer Marketing Strategy is Non-Negotiable is a guide by Air Marketing, designed to provide you with 4 key lessons to help you create a killer marketing strategy, tailored to your business. 

From your company’s vision to who you target and how you position yourselves to them, a killer marketing strategy contains everything you need to succeed when it comes to communicating with your customers – both current and prospective!

These 4 lessons include…

  • Sizing up your competitors
  • Analysing your business
  • Getting brutal with your targets
  • Getting it done!
Get your FREE copy of the guide by completing the form below.

From Zero Knowledge to Big Sales Success – Event Talk with Air Marketing’s Katelyn Tomlinson

We’re excited to share the inspiring talk by our very own Business Development Executive (BDE), Katelyn Tomlinson, at Sales Confidence‘s SDRs and BDRs event. Katelyn shared her personal journey of going from a beginner position with little knowledge of SaaS to becoming a successful BDE at Air Marketing.

In her talk, Katelyn gave insightful B2B sales tips that helped her achieve her goals, and encouraged others who are new to the SaaS space, thinking about launching a new career in sales, or even seasoned professionals to learn from her experience.

Through her infectious motivation and drive, Katelyn showed that success in sales is not only about having prior knowledge or experience, but also about the right mindset, determination, and willingness to learn and grow.

At Air, we believe that everyone has the potential to achieve their goals, and we are proud to have Katelyn as a part of our team. Her success story is a testament to the value we place on personal development and continuous learning, which we believe is vital to our growth as a business.

So, whether you’re new to the SaaS space or a seasoned professional, we invite you to watch Katelyn’s 7-minute talk and get inspired to take your sales game to the next level!

How to Master Your Branding with Canva Brand Templates

Visual brand identity is essential to establishing a strong brand presence and standing out in a crowded market. A cohesive visual identity across all platforms, especially on social media, can build trust and credibility with customers, as it shows that you take your brand seriously and have invested in its presentation.

Social media has become an integral part of marketing strategies for businesses of all sizes. While creating compelling content is essential, the look and feel of your content is just as important as the message you’re trying to convey. In fact, statistics show that the earlier you invest time in quality branding, the sooner you will see success in differentiating your brand from competitors and conveying your brand’s personality and values.

That’s where Canva comes in. Canva is a design platform that allows anyone to create professional-looking graphics, including brand templates specifically designed for social media, even if you have little to no design experience.

Research has shown that humans are visual creatures, processing visual information much faster than text. According to a study by HubSpot, 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. HubSpot also prove that consistent brand presentation across all platforms increases revenue by up to 23%. Another study by Venngage found that using custom branded visuals in social media posts can increase engagement by up to 650%. This emphasizes the importance of creating visually appealing content can have a significant impact on engagement rates.

How to create your brand templates in Canva

  • Upload your Brand Kit: Open Canva and select the “Brand Hub” tab to add your brand’s colours, fonts, logos, and other design elements. This will serve as a guide to ensure that all your templates reflect your brand’s style consistently across all of your content.
  • Choose a template type: Canva offers a variety of template types, including social media posts, presentations, business cards, and flyers. Choose the type that best suits your brand’s needs and the type of content you plan to create.
  • Add elements: Use the easy-to-use drag and drop interface to add Canva’s wide range of design elements, such as text, images, shapes, and icons, to your design. To add an element, simply drag and drop it onto the canvas.
  • Keep it simple: Your templates should be easy to use and adapt to different types of content. Avoid cluttering your templates with too many design elements or text blocks. Keep it simple and focus on the essentials.
  • Use grids and guides: Canva provides grids and guides to help you align your design elements and create a more visually pleasing template. Use them to ensure that your templates are well-balanced and easy to read.
  • Save and share: Once you’re happy with your design, you can save it and share it with others. Canva allows you to download your design as an image or PDF, or share it directly to social media or via a link.
  • Test and refine: Once you’ve created your templates, test them out to see how they work in practice. Make any necessary adjustments based on feedback from your team or audience.

In conclusion, the look and feel of your social media content can have a significant impact on engagement rates and brand recognition. Utilising Canva by building templates designed specifically for social media, you can create a cohesive visual identity, increase brand awareness, and make a lasting impression with your audience. So don’t overlook the importance of aesthetics in your social media marketing strategy – it could be the key to unlocking your brand’s potential.

Opinion piece by Laura Jackson – Account Manager at Air Marketing

ON AIR: With Owen Episode 79 Featuring Adam Graham – Managing Director, Gray Matters

Introducing our 78th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 79th guest is Adam Graham, Managing Director at Gray Matters and Founder of BD Matters. Owen and Adam discuss the topic of diagnosing the root cause of sales inefficiency and offer practical solutions to address it.

– Most common factors behind sales underperformance
– The ideal mindset and culture of a leadership team
– Common mistakes vs quick wins of positioning and branding
– Pros and cons of being niche and the internal challenges that brings
– Getting buy-in from your sales team
– Go-to-market strategy: what’s working and what’s not in 2023

What is a Sales and Marketing Tech Stack?

In sales and marketing, a tech stack often refers to the collection of digital tools and software applications that a company uses to automate, optimise, and measure its sales and marketing activities. It typically includes customer relationship management (CRM) software, email marketing platforms, social media management tools, landing page builders, lead generation and qualification tools, lead nurturing solutions, analytics and reporting software, and many others. The sales and marketing tech stack is crucial for enabling organisations to manage their customer interactions and improve their overall sales and marketing performance.

Managing your tech stack

  1. Consolidate your tech stack: Rather than using a variety of different tools and software, streamline your tech stack by consolidating tools and focusing on a few core platforms. This can help make your tech stack more efficient and easier to manage.
  2. Regularly review your tech stack: Review your tech stack frequently to ensure that all tools and software are still relevant and useful. Get rid of any tools or software that are no longer needed or useful.
  3. Invest in training: Invest in training and education for yourself and your team to ensure that everyone is proficient in the tools and software that are being used. This can help increase productivity and efficiency.
  4. Use cloud-based software: Using cloud-based software can help make your tech stack more flexible and easier to manage. This can also help reduce costs associated with maintaining hardware and software.
  5. Seek feedback: Regularly seek feedback from your team and customers to find out what tools and software are working well and what could be improved. Use this feedback to make informed decisions about your tech stack.

Software you should consider adding to your tech stack (or at least reviewing):

  1. Salesforce – Salesforce is the most popular CRM software being used today.
  2. HubSpot – HubSpot is a marketing and sales software platform that provides tools for companies to attract, engage, and delight customers. It includes a wide range of features, including email marketing, social media management, search engine optimisation, website design and development, customer relationship management, and more. HubSpot is designed to help businesses streamline their marketing and sales processes, improve customer relationships, and ultimately drive revenue growth.
  3. Adobe Marketo Engage – Marketo Engage is the world’s largest marketing automation platform, a singular solution that combines the power of automation, content, lead development and account-based marketing. It helps connect you with customers and keeps them coming back, saving your team time, effort, and resources.
  4. Oracle Eloqua – Eloqua is a marketing automation software that provides insights and marketing campaign management capabilities.
  5. Hootsuite – Hootsuite is a social media marketing platform that helps businesses manage their social media accounts to publish content, monitor engagement, and analyse performance.
  6. Google Analytics – Google Analytics is a free analytics tool that helps businesses track website traffic and user behaviour on their website.
  7. Optimizely – Optimizely is a testing and optimisation software that allows businesses to test different versions of their website to optimize conversion rates.
  8. SEMrush – SEMrush is an SEO and SEM software that provides competitive intelligence, keyword research and tracking, and site auditing capabilities.
  9. ZoomInfo – ZoomInfo is a B2B data intelligence platform that helps businesses identify and target potential customers.
  10. ChatGPT – ChatGPT is a natural language processing tool driven by AI technology that allows you to have human-like conversations and much more with the chatbot. The language model can answer questions and assist you with tasks like composing emails, essays, and code. Most of what you have read above was written by ChatGPT, not Shaun Weston 😊

Opinion piece by Shaun Weston – CRM Manager at Air Marketing

We’re offering a FREE tech stack audit to help you understand your existing CRM and identify any inefficiencies. We will provide honest, actionable recommendations to optimise your tech stack and improve your business operations.