ABM is an aligned marketing and sales strategy that targets a specific set of ‘right fit’ and high-value accounts. The objective is usually to increase revenue or accelerate the route to revenue.
The challenges our planet faces require collective action from all of us – governments, businesses and individuals, to drive sustainable change.
Tightly aligned companies achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. Prioritise alignment in FY24 and achieve immediate impact and sustained growth.
Your growth strategy should focus on unifying your sales, marketing and customer success teams to create a growth function with synchronised KPIs.
The ultimate measurement of success that encourages deep, lasting and synthesised relationships with existing customers, is customer lifetime value (CLV).
A long-term marketing plan positively impacts your customer experience, empowers your internal team, supports business growth and reduces risk.
B2B tech businesses can withstand the pressures causing plateauing growth by creating a growth function and driving Deep Growth, but where to start?
By combining the sales, marketing and customer success teams into one single, unified team – The Growth Function – businesses can be truly customer centric and drive Deep Growth.
Getting your positioning right is critical to the effectiveness of your GTM strategy. You need to define the right audience and reach them with the right messaging. For B2B businesses competing in highly competitive categories, it’s essential to be laser-focused on the highest value audience.
The role of marketing is evolving. With highly fragmented audiences, advancing technology and changes in buying habits – it’s more challenging than ever.
Ed is a classically trained and seasoned researcher with 25 years of experience. He learnt his trade at Kantar before moving to Ipsos MORI where he was Head of Research Excellence. In this role, he was responsible for defining, designing, executing and reporting research programmes for a range of blue-chip clients. He has spent the last 4 years consulting and advising research agencies and clients operating in a range of sectors including FMCG, automotive, technology, insurance and finance.
Ed’s expertise encompasses the full portfolio of research methods and techniques – utilising both primary and secondary data sources – to answer business questions. A strategic thinker with a keen eye for detail, he excels in interpreting and distilling complex data into clear, concise, and compelling insights.
Favourite song: Tubthumping (Chumbawamba)
Jason Ryan is our resident expert in transformation, innovation and AI.
He has spent over 20 years helping ambitious brands rethink how marketing works , leading brand, campaign and capability programmes that unlock growth, buildmomentum, and create lasting change.
Jason works at the intersection of strategy, creativity and experimentation helping global organisations turn bold ideas into real-world action. From designing Nike’s in-store sustainability experiments, to improving campaign performance with Asahi, to transforming The Economist’s marketing operating model, his work delivers proof points that accelerate progress.
As Head of AI Strategy at Magnus, Jason is currently focused on helping clients explore and unlock value using Generative AI, to de-risk innovation, build confidence, and create practical value from day one.
At the heart of his approach is a belief in experimentation as a modern marketing superpower, not just for testing ideas, but for shaping teams, systems, and strategy. He brings this philosophy to every project, helping clients act faster and think differently.
Jason has worked with some of the world’s most forward-thinking organisations, including Nike, BMW, Diageo, American Express, MoMA, Universal Pictures, TheEconomist and Porsche, helping them lead change with confidence.
Bright specialises in harnessing AI to make market research faster, smarter, and more actionable. With expertise in machine learning, NLP, and data engineering, Bright develops solutions that streamline research processes and transform complex data into clear insights.
Across projects, Bright has designed systems that automate data extraction, cleaning, schema generation, and insight delivery, enabling clients to make informed decisions more efficiently. By blending technical skill with a deep understanding of market research workflows, Bright ensures that AI adds real value at every stage of the research process.
At Magnus, Bright brings this expertise to client engagements, building scalable AI pipelines and innovative tools that enhance how market insights are generated, interpreted, and applied.
A recent Graduate from Durham University with a First Class honours degree in Marketing and Management, with a placement year at Pfizer, Sophie is well-versed in digital marketing, asset creation and campaign optimisation.
Working in Pfizer Vaccines’ Omnichannel team, Sophie worked on a portfolio of 7 brands, including a priority launch brand, gaining invaluable insight into different brand lifecycles and subsequent strategic direction. During this time, Sophie became the ‘Metrics Lead’, utilising data and insights to optimise own-channel website and email campaigns, as well as leading the integration of third-party media campaigns. Sophie brings her marketing knowledge and analytic proficiency to Magnus in her role as a Junior Analyst.
Favourite song: Getaway Car – Taylor Swift
Kim specialises in uncovering customer, competitor, and commercial insights to support strategy development and client growth. With a strong foundation in primary research and a deep understanding of B2B marketing, Kim is the go-to person for translating data into actionable recommendations.
Having worked across the marketing industry, Kim has gained extensive experience as the trusted resource for all things research, from benchmarking and market mapping to creating buyer personas and interpreting survey data. At Magnus, Kim brings this expertise to client projects, combining quantitative and qualitative analysis to deliver clear, meaningful insights that drive decision-making.
Favourite song: Don’t stop me now – Queen
With over 20 years in marketing operations and project leadership, Rachel has built a career out of making complex things run smoothly. She’s led everything from product launches and omnichannel campaigns to large-scale operational change, and she does it all with a blend of calm, clarity, and a strong focus on outcomes.
She’s held senior roles at Bristol Myers Squibb, Ogilvy, MOI Global, McCann and DDB, where she’s driven digital strategy, process transformation, and high-performing delivery across global teams. Her breadth of experience gives her a unique ability to connect people, platforms, and priorities to create meaningful results.
Throughout her career, she’s helped deliver strategic and digital programmes for brands including Vodafone, Oracle, Nokia, Mastercard, SAP, Adobe, and Virgin Atlantic. At Magnus, she plays a key role in evolving the firm’s operational backbone—supporting growth, innovation, and consistently excellent delivery for clients.
Carol Howley is a board-level marketer with a proven track record of scaling tech companies and driving transformational growth in global markets. With expertise in go-to-market strategies, brand positioning, and operational transformation, she has held leadership roles at Exclaimer, Canonical/Ubuntu, and Skyscanner, delivering exceptional growth, revenue, and market leadership. She is currently a Partner at Magnus supporting CEOs and investors unlock value through strategic GTM, marketing and scaling high-performing teams.
At Exclaimer, Carol doubled ARR to £80M through innovative marketing strategies, company repositioning, and award-winning partnerships. At Canonical, she redefined commercial and marketing strategies to exceed revenue targets, while at Skyscanner, she spearheaded a global rebrand project and supported revenue growth through innovative product launches and customer engagement.
Carol is a sought after speaker, an advisor for a number of B2B businesses, leads the global CMO track for Pavilion UK, and supporter of DEI initiatives including mentoring female leaders in technology and channel. Outside of work, Carol enjoys skiing, hiking, and travelling with her family.
James is a B2B marketing strategist who has vast experience in account-based marketing, helping organisations navigate and understand complex buying groups and decision-making units. By deeply understanding how different stakeholders make decisions, he creates targeted strategies that connect with the right people at the right time, driving customer acquisition, retention, and sustained pipeline growth.
He has partnered with leading B2B organisations including ADP, VMO2B, Expleo and Freshworks, bringing expertise across sectors such as SaaS, Telecommunications, Payroll Solutions, Life Sciences, and Technology. His strategic thinking has been recognised through two industry accolades, including ABM Campaign of the Year 2024 and Best Use of ABM 2024 at the UK Agency Awards.
Beyond his professional achievements, James managed a Saturday league football team for three years, reinforcing his belief in the power of effective collaboration, strong leadership, and teamwork in achieving ambitious goals.
Favourite song: Motion (Ty Dolla $ign)
Having run and owned agencies in London, Paris and Brighton for over 25 years with a track record of taking them global, Nikki is a non-exec director, cognitive behavioural coach and author on the subject of engagement, particularly focused on achieving ‘better business on purpose’.
With a background spanning multiple sectors from automotive to FMCG, airlines to retail, finance and travel, Nikki brings leadership skills focused on marketing services and technology products. This, hand in hand culture expertise – as her last company was nominated as one of the best places to work in the UK for 8 years running – Nikki is adept at building high performance teams and high impact organisations.
Having exited her last business in 2019, Nikki is now a strategic advisor to multiple boards, focused on making other good companies, great.
Favourite song: A little party never killed nobody (Fergie)
Charlotte focuses on researching audiences, channels, markets and organisations to identify key trends and insights that inform the work of the strategy partners. She gathers vast quantities of information and analyses data to understand, from the outside-in, the ‘who, what and why’ of any audience. As well as exploring a wide variety of industries, she gets to learn about what it’s like working in a fast-paced environment!
After graduating in 2019, she briefly worked in the FinTech sector and gained exposure to the daily operations and business development of a start-up. She’s also been a tennis coach, so knows the importance of strategy to help player development and the benefit of creating positive environments.
Favourite song: Take On Me (A-ha)
Lindsay is a self-confessed brand and marketing strategy geek and loves making complicated simple. She cut her teeth on the Orange marketing graduate scheme, then worked in a variety of client-side roles across brand planning, advertising, and digital marketing – leading large teams and agencies to develop and deliver multi-million-pound brand strategies and advertising productions for telco and technology brands.
Agency-side, she’s led strategies for brands including Jaguar LandRover, Microsoft, Porsche, Universal and Heathrow and has spent recent years specialising in B2B, helping businesses to develop propositions that connect with their audiences, and creating actionable plans that deliver challenging targets. She’s passionate about people, planet and purpose and believes in the power of businesses to do good.
Favourite song: We Built This City (Starship)
Danny is a commercial and go-to-market leader who works with executive teams, boards, and investors to drive transformation and embed lasting marketing excellence. He specialises in go-to-market strategy, commercial effectiveness, and marketing capability-building, helping ambitious B2B brands turn strategic intent into measurable growth.
With deep expertise across logistics, IT, financial services, and professional services, Danny has led transformation programmes and GTM strategies for global B2B brands including DHL, Nokia, Iron Mountain, Vodafone, Expleo, and Asana, alongside major projects for Danone, General Motors and L’Oréal. His work blends strategic clarity with practical application, ensuring change is embedded and teams are equipped to deliver at pace.
Before joining Magnus, Danny was Director of Strategy and Growth at a top 50 global B2B agency and held senior roles at VMLY&R, Ogilvy, and Dentsu, delivering award-shortlisted brand and demand strategies for some of the world’s most recognised companies.
Favourite song: Sweet Disposition (The Temper Trap)
With 20 years of marketing and business transformation experience, Richard has solved complex marketing challenges for some of the world’s biggest brands, including Adidas, Coca-Cola, Universal Pictures, American Express & Jaguar Land Rover.
He has previously held senior roles with WPP, iCrossing, and Brilliant Noise. Richard brings a wealth of experience in transforming marketing teams and global brands to improve performance.
Favourite song: Copacabana (Barry Manilow)
Teresa is a Board-level marketer with more than 20 years’ experience in helping agencies and clients realise their value through brand, strategy and operational effectiveness.
She previously held two Agency Board directorships and completed two agency sales, including dnx/WPP and was interim MD for Publicis b2b agency Saatchi Pro, during which time she transformed the agency process, people and focus.
She has mentored start-ups in fintech, fashion and medtech and worked with brands including Cisco, Adobe, SAP and BT. She is an advisor for Adelpha, a female-led, investment network, and she leads the B2B industry-wide Power of Partnership initiative to improve client/agency relationships.
Favourite song: You Can Call Me Al (Paul Simon)
