Sales and marketing make up a big part of your acquisition and revenue, but when these departments are misaligned, it leads to inefficient lead nurturing and lost deals. Ouch. The average overlap between sales and marketing is just 16%, which suggests that the two are not aligned most of the time. This pretty serious disconnect leads to lost revenue and wasted resources.

So, what’s causing misalignment in B2B tech companies and how can you overcome it? We’ll focus on this, and more in the following article. Let’s dive in.

What is sales and marketing misalignment?

Sales and marketing often fall out of sync because they’re chasing separate strategies in silos. Instead of working as a team, they unintentionally operate in isolation, leading to a disjointed approach and underwhelming results.

Common issues causing misalignment between sales and marketing teams

There are a few reasons your sales and marketing teams may not be well aligned that could be harming your growth. Here are some of the common issues we notice.

Different goals

Not only can it create tension when teams are misaligned, but it can be difficult to reach your end goal when it’s different for each department. Marketing teams are often focused on broad reach and a high volume of leads, while sales teams focus their efforts on closing small numbers of high-value deals. 

Lack of shared data

If marketing departments are measuring success based on the number of leads they bring in, but sales measure success by the number of leads that convert then success looks different for each team. By sharing lead quality and the types of leads that sales can successfully convert, marketers can use this data to target the same type of customers in the future for ongoing success.

Inconsistent messaging

For a joined-up approach, sales and marketing teams should agree on what benefits and value propositions they want to push. However, this doesn’t always happen, and if each department is pushing different customer benefits, it can lead to inconsistent messaging. Not only is this confusing for your customers, but it can also weaken your brand’s credibility and make you seem less trustworthy. A nightmare scenario.

How misalignment reduces conversion rates and slows growth

Misaligned sales and marketing teams can reduce conversion rates and, as a result, revenue too. If the leads that marketing teams are bringing in are not high quality and not converting, then you’ll have slower growth rates than you’d like. One contributing factor could be the content you are producing.

Your marketing teams may be producing high-quality content, but if it’s not serving your customers or helping them to convert, you may need to rethink your strategy. Speaking to sales teams to identify customer pain points can inform your content strategy so you can create content and nurture journeys that help customers solve a problem and lead to more conversions.

Strategies for improving sales and marketing alignment 

Unifying your sales and marketing teams is key to growing your business and increasing your revenue. Here are some things your team can do to create a more cohesive customer experience.

Shared KPIs

Is it the number of leads or the lead quality you care about? What do you want to report on? What metrics do you care about? These are the questions your sales and marketing teams should be answering together. By agreeing on your KPIs and how you’re going to measure success, you can be sure that both departments are working towards the same goal.

Better communication

The messaging in ads, emails, campaigns, signage, and blog posts should be the same as that used by sales reps when they speak to customers over the phone. To achieve this cohesive approach, sales and marketing teams need to work together to decide on messaging that works throughout the customer journey.

In addition, sharing sales data can inform marketing teams what messaging sticks and the type of customers who are converting. But communication starts with your teams, so organising regular meetings to agree on KPIs and messaging is a great place to start.

Tech integration

Integrating a shared CRM system allows your sales team to manage customer interactions and gives your marketing team access to these customer interactions. This creates a robust feedback loop between each team so marketing teams can see insights on campaign performance and sales can provide feedback on the lead quality.

Integrating a CRM is a simple way to manage the flow of information between departments so they can become better aligned and enhance their strategy together. 

In summary

Businesses can improve sales and marketing alignment by setting shared goals, implementing integrated CRM systems, and fostering better communication between teams. Regular cross-functional meetings, agreeing on KPIs and performance tracking will ensure sustained alignment and long-term growth.

Need some support to better align your teams? 

Get in touch now to see how an integrated CRM could improve your business growth.

Buying a home is a big decision and the process is full of friction, so many buyers drop out long before they reach the sales stage and make a purchase, leading to major frustration for homebuilders.

The traditional way of homebuilders selling homes, with long email chains, phone calls, and in-person visits, does not align with the expectations of modern buyers. Homebuyers today are shorter on time and expect digital experiences that make everything easier. If they do not get that, they go elsewhere.

To help you to reduce homebuyer drop-offs with digital tools, we’ll be looking at:

• Why do homebuyers drop off?
• How can digital tools keep homebuyers engaged?
• Case Study: How Castle Green reduced buyer drop-offs
• What does the introduction of digital tools mean for homebuilders?

Why do homebuyers drop off?

There are many reasons homebuyers drop off the buying process. This includes a change in circumstances, insufficient funds, a change of mind and a difficult buying process. Many of these factors are related to dated buying processes that are long-winded and difficult to follow.

The buying process is too complicated 

In such a fast-paced world, buyers don’t always have the patience to deal with drawn-out homebuying processes. They often face long response times, slow admin and outdated sales procedures leaving them chasing for updates. This can become a frustrating burden that leads buyers to pull out of the chain.

There are no self-service options

Before even committing to buying a new home, homebuyers often weigh up their options and want to spend time browsing. They may not have the time to visit a new build site, especially if they are relocating, so they may prefer to enquire online and reserve their home without waiting.

The website does not help them enough

A key reason homebuyers will drop out of the buying process is because the website is too difficult to use. This is particularly true for new build developments where the homes aren’t even built yet. If the website doesn’t answer key questions or give updates on the development progress, homebuyers lose interest and move on.

With such a high percentage of buyers withdrawing from the home-buying process, there are lots of things we can do to keep them engaged and push the sale over the line.

How can digital tools keep homebuyers engaged?

By implementing the right tools, you can make the home-buying process much more seamless for your customers. Reduce drop-offs by removing friction by using some of the following solutions:

Virtual tours and interactive site plans

By setting up virtual tours and interactive site plans of new developments, homebuyers can explore the development and virtually walk through homes before they are built. They can do this as many times as they want to get a feel for the property and development which can make them more emotionally invested in the space. 

Digital sales assistants

Chatbots and automated responses can keep buyers engaged even outside of office hours, answering questions and satisfying their queries when nobody is available to answer a call or email.

Smart CRM and ERP integration

Link sales data, pricing and availability with smart CRM and ERP integration. This will show potential homebuyers real-time availability and remove any admin headaches.

Self-service portals 

Customers can check availability, book viewings, and track the progress of their home build whenever they want to. Self-service portals allow homebuyers to see the progress of their home when it suits them, without calling a salesperson.

For example: Castle Green added a digital assistant and CGI tours to their website. This made the buying process easier and helped to convert more leads into sales.

Case study: How Castle Green reduced buyer drop-offs

The challenge

Castle Green saw too many buyers losing interest due to slow, manual processes and a lack of digital engagement.

The solution

Reckless built a digital assistant and interactive experience that gave buyers a smoother way to explore and purchase their newbuild homes.

The results

• £1M in additional revenue generated
• More qualified leads through digital engagement
• Higher conversion rates thanks to an improved buyer journey

Key takeaway

It’s pretty simply – homebuilders who invest in digital tools to support online homebuyers will see fewer drop-offs and more completed sales.

Read the full case study here

What does the introduction of digital tools mean for homebuilders?

Homebuyers now expect frictionless, digital sales journeys. If a website does not help them explore, enquire, and purchase easily, they are more likely go to a competitor who offers that experience.

Reckless has helped companies like Castle Green transform their digital experience to engage customers and increase sales.

Find out how we can help and get in touch now.

It can be difficult to manage an ecommerce business when there are so many moving parts and places to store your data. Managing multiple platforms can become confusing while manual data entry can become a chore while trying to keep your ecommerce business afloat.

That’s where ERP integration comes in, to give you an overview of your business operations in one place. We’ll cover:

• What is an ERP?
• What is ERP integration?
• Things to consider before an ERP integration
• Benefits of ERP integration
• What data should you share with an ERP?
• Managing web orders

What is an ERP?

Enterprise Resource Planning (ERP) is the software ecommerce businesses use to manage day-to-day activities. It tracks business resources and combines multiple business activities, allowing data to flow between key areas such as:

• Finance
• Sales
• Supply Chain
• Manufacturing
• Human Resources (HR)
• Customer Relationship Management (CRM)
• Project Management

This helps to reduce data duplication across business operations and becomes a single source of truth. It can also help to streamline processes, reducing manual tasks and creating a more efficient operation overall.

What is ERP integration?

In broad terms, an ERP integration is a way of connecting your ERP to your website and other business applications. This could be within an existing ecommerce platform like Magento, or a bespoke web application. The goal is to enable seamless real-time data sharing between the two software platforms.

However, ‘ERP integration’ is still a broad term. There are several approaches to ERP system integration with different levels of complexity, depending on the needs of your business.

Things to consider before an ERP integration

When looking at options for your ERP solution, it’s important to define your objectives and consider some fundamental questions.

What is the problem you’re trying to solve within your inventory management?

Would you like customers to self-serve more, or would you like to reduce the effort required to manage your product catalogue? ERP implementation can automate these processes and streamline the day-to-day management of your business.

How much data do you want to share and pass between your website and ERP?

Decide what information needs to flow between your ERP application and website. For example: order management, inventory levels, customer details or all of the above as this will impact how your ERP is set up.

What will be the ‘source of truth’ for your data?

Determine where and how you’ll manage different types of data. Product marketing data, for example, might remain on your website, while inventory data could reside in your ERP. You may choose to integrate all of your applications within the ERP to maintain data integrity across different platforms.

Are other systems involved?

For example, is there a PIM (Product Information Management) system or a courier server that will form part of the overall solution? This will impact how the ERP integrates platforms and systems your business uses. 

An ERP is useless without a plan so it is important to consider the above questions and understand what you want the ERP to do before implementing it.

Benefits of ERP integration

There are several key benefits to integrating your ERP with your website, especially if you operate in ecommerce.

Increase the efficiency of your operations

An ecommerce integration means your customers can place their own orders, without human intervention. This can directly reduce your overheads because the purchasing process will be automated. Additionally, it gives employees more time to focus on their work when they’re not managing data, which can also increase productivity.

Improve information accuracy

When data is manually transferred between your website and ERP, this increases the potential for mistakes. An ERP system can reduce errors in data entry, inventory management, customer information and more which is inevitable when we account for human error.

Real-time updates

An ERP can ensure businesses and customers have the clearest, most up-to-date view of product availability, pricing, dispatch and delivery notifications. It can also ensure that data is easy for employees in different departments to find and manage.

Flexible and bespoke user interfaces

ERPs are extremely complex. Seemingly simple things, like creating a sales order, can be difficult. But with an ERP integration, you can create a simple, optimised user journey for your customers and staff members that works exactly how you need it to.

Stay up to date with compliance

In highly regulated industries, compliance is non-negotiable so an ERP makes it much easier to stay compliant. The best solutions can ensure you always have up-to-date records that are easy to find, audit and adjust to current regulations. Customisable reporting tools can also help to reduce workload and the work required to ensure you stay compliant.

What data should you share with an ERP?

With a clear business case for an ERP integration, you’ll need to decide what data to share between systems. At a minimum, this will typically include sales or order data, but this can be taken much further and feature:

• Products
• Customer data
• Inventory
• Returns
• Pricing
• Shipping methods

In addition to deciding what information is shared, you will need to decide which system is the ‘source of truth’. This is where you’ll manage the data. Typically this will be within the ERP, but not always. For example, some ERPs don’t support the sort of data you’d want to add to your products for marketing purposes. So, this is something to consider when deciding which ERP vendor is best for your business.

Managing web orders

For web orders, the initial order data is generally recorded in your web application. However, the sales order in the ERP may be different to the web application so the ERP might become the ‘source of truth’. This means it’s often easier to present the customer with the ERP sales order data rather than the web application order data. It can be difficult to keep these in sync so the ERP data will be more accurate.

However, this can seem complicated so there is a benefit to sharing your sales order data with your website too. This will enable customers to see not only the web orders they have placed but also orders they’ve placed via other channels like over the phone.

How we can help

ERP integrations can be challenging to understand and implement. However, they deliver significant benefits when they are used correctly. At Reckless, we’ve implemented a range of ERP integrations through third-party tools like Celigo as well as direct API connections. We can help you identify the best approach for your business, address potential challenges, and create an integration that works for your unique needs.

Get in touch to see how we can help.

As 2025 comes to life, we’ve geared up for the new year with a fresh burst of energy, talent, and expertise. Our newest team members have hit the ground running, and they’re already making waves. Let’s dive in and see who’s who…

Laura Wyatt Account Director

Laura joins us with over 15 years of experience in performance marketing, client leadership, and digital transformation. Her career highlights include leading campaigns for more than 30 brands, running her own consultancy, and heading up performance at an e-commerce agency in Salford Quays.

Reflecting on her decision to join Reckless, Laura says, “Reckless hugely appealed to me for its passion for creativity, innovation, and a people-first culture that truly impacts results. I’m looking forward to driving client growth, building relationships, and contributing to the team’s continued success.”

Outside of work, Laura is a self-confessed bookworm who has read over 185 books this year, a Shakespeare enthusiast, and a mum of three who has a knack for embarrassing her kids with a hula hoop. Fun fact: she’s hidden all Ed Sheeran tracks on her Spotify.

Fraser Hughes Senior Paid Media Manager

Fraser discovered his passion for marketing while training as an accountant and hasn’t looked back since. With over seven years of PPC experience, he has worked with clients across the UK, US, Europe, and Latin America in industries as diverse as construction, pharmaceuticals, and even microwave repairs!

A specialist in Amazon Seller Central, Fraser is particularly proud of taking a client’s revenue from £220k to £500k in just two months. “I see huge potential in the Amazon platform and am keen to lead the charge in building out the service offering for Reckless.”

After hearing great things about the agency through his network, Fraser was inspired to join the team. His enthusiasm for exploring new opportunities and driving results makes him a fantastic addition.

Ashley Perrin Web Developer

Ashley started building websites in high school using Dreamweaver and went on to earn a degree in Computer Science at Chester University. Since then, he’s gained experience managing Magento sites, creating WordPress projects, and freelancing to explore new technologies.

He was drawn to Reckless for its focus on complex builds and custom software. “I thought this would definitely be more interesting than the simpler WordPress sites I’ve been building. I’m particularly excited to deepen my skills in Laravel and have really enjoyed using it so far.”

Ashley brings a creative and methodical approach to web development. He’s also a second dan black belt in martial arts, so, gentle suggestion: better be nice to Ash!

Steph Farrow Studio Manager

Steph brings over a decade of diverse marketing experience to Reckless, spanning social media, content, influencer and brand strategy, as well as studio and account management. She has honed her skills at agencies across the North West and London, as well as in-house roles with international fashion brands, the NHS, universities and e-commerce businesses.

Her well-rounded expertise gives her a unique perspective on agency life, both as part of a team and when working with external partners.

“I’ve been a silent stalker (in the nicest possible way!) of Reckless since the beginning, and really admired the way they have scaled both in terms of the impressive roster of clients they choose to work with and also their ability to attract, and more importantly keeping hold of, great talent. I love that the team is at the heart of everything they do. Working hard and playing hard are equally as important,” she shares.

When she’s not in the studio, Steph loves travelling and exploring new places with her husband and son. Most recently, they enjoyed a two-week adventure in Australia. She also relaxes with reformer pilates and admits to having a slight mug obsession (owning more than she could ever use in a month).

With their diverse expertise, passion, and drive, Laura, Ashley, Fraser, and Steph are set to make a big impact here at Reckless. Here’s to 2025 and all the opportunities it brings!

In an era where digital platforms define competitive edge, selecting the wrong architecture can cost your business growth opportunities. In this article, we’re going to discuss three architecture types in web development – Monolith, Headless, and Composable – and provide guidance for choosing the right platform architecture to future-proof your business. We’ll discuss what they are, when each is appropriate to use, why selecting the right architecture approach is important, and how to ensure you get minimal technical debt.

Why your platform’s architecture can make or break your growth

Selecting the right architecture for your digital platform isn’t just a technical decision – it’s a strategic one. The setup you choose will directly impact your ability to scale, adapt to changing market demands, and deliver a seamless customer experience. A monolithic structure might suit smaller businesses looking for simplicity, while headless or composable solutions cater to those prioritising flexibility and future growth. Making the wrong choice could result in higher costs, slower development, or the inability to pivot when your business needs it most.

The headless commerce market is projected to grow from £1.03 billion in 2020 to £10.2 billion by 2028, at a Compound Annual Growth Rate (CAGR) of 30.1%.
Source: Major Digital

Choosing the right platform architecture: monolith, headless, or composable?

When it comes to structuring your digital platform, there are three main architectural approaches: monolithic, headless, and composable. Each offers a unique way of building and managing websites or applications, catering to different business needs. Understanding these options is essential for making an informed decision about which best aligns with your goals. Let’s dig into each.

Monolithic – All-in-one

A monolithic architecture is a traditional, all-in-one solution where the frontend, backend, and database are tightly integrated. This setup is often simpler to implement and manage, as everything is built and maintained within a single platform. It’s a popular choice for small to medium-sized businesses looking for an out-of-the-box solution with minimal development overhead. However, the convenience of monolithic systems comes at the cost of flexibility and scalability. As your business grows or your requirements change, you may find it harder to adapt without overhauling the entire system.

Monolithic platforms are ideal for businesses starting small and scaling slowly.

Headless – Flexibility on the frontend

Headless architecture lets you build the frontend (what the customer sees) separately from the backend (where the data, like your product database, lives).

By decoupling these layers, businesses gain the freedom to create bespoke frontend experiences tailored to different devices and channels while keeping the backend intact. This flexibility makes headless a favourite for brands looking to deliver innovative, omnichannel experiences. However, it requires more technical expertise and often involves higher initial development costs, as you’ll need to connect and manage the frontend and backend independently.

57% of businesses have adopted a headless approach, with an additional 39% planning to evaluate headless CMS within the next year.
Source: WP Engine CMS Trends Report

Composable – Pick-and-mix approach

Composable architecture works like Lego bricks for your platform – you pick the best pieces (tools) for each task and snap them together for a perfect fit.

 Instead of relying on a single system, you can mix and match tools and services for content management, commerce, search, payments, and more. This “pick-and-mix” approach is ideal for businesses that require adaptability, allowing them to swap out or upgrade individual components without disrupting the entire system. While composable offers unmatched customisation and scalability, it also requires robust technical expertise to integrate and maintain the various pieces effectively.

75% of companies built solutions using composable architecture in the past year, reflecting its growing adoption.
Source: Netlify Report

Pros, cons and examples

Let’s run through the pros and cons of each type of architecture as well as some examples of each.

Monolithic: easy but limited

Pros:

• Simplicity. Everything you need is provided in one platform, making it easy to set up and manage. 
• Cost-effective. Ideal for smaller businesses or those with limited budgets, as it often requires fewer resources to maintain.
• Faster deployment. With all components integrated, launching a site or application can be significantly quicker.
• Low technical overhead. Suitable for teams without advanced technical expertise.

Cons:

• Limited flexibility: Customisation options are often constrained by the platform’s built-in features.
• Scaling challenges: As your business grows, monolithic systems can struggle to handle increased demands or evolving needs.
• Vendor lock-in: You’re tied to the platform’s ecosystem, which can limit innovation or make switching costly.
• One-size-fits-all: It may not provide the specific tools or features your business requires.

Examples:

• Shopify
• Magento
• WordPress/WooCommerce
• BigCommerce
• Drupal

Headless: customisable but more complex

Pros:

• Frontend freedom: Create unique, tailored user experiences across different channels and devices.
• Better performance: Decoupling the frontend and backend allows for optimised delivery speeds and greater scalability.
• Omnichannel capabilities: Perfect for businesses looking to sell across web, mobile, apps, and even IoT or point-of-sale devices.
• Future-proofing: Easier to evolve the frontend without disrupting backend operations.

Cons:

• Higher costs: Requires a larger upfront investment in development and ongoing maintenance.
• Complexity: Managing a decoupled architecture demands technical expertise and a strong development team.
• Integration challenges: Connecting the frontend to the backend can be time-consuming and requires robust APIs.
• Longer time to market: Building and integrating from scratch may delay your initial launch.

Examples:

• Shopify Plus
• Contentful
• Sylius
• Strapi

Composable: ultimate control but high effort

Pros:

• Complete flexibility: Build your platform exactly how you want, using the best tools for each function.
• Scalability: Easily replace or upgrade individual components as your needs change.
• Tailored for growth: Designed for businesses that require high levels of customisation and adaptability.
• Innovation-driven: Encourages the use of cutting-edge technologies and specialised services.

Cons:

• High technical demands: Requires a skilled development team to manage integrations and troubleshoot issues.
• Many two-way integrations: Since each system works separately, you’ll need extra effort to make them ‘talk’ to each other properly – like connecting your product catalogue to your CMS to add components to product pages.
• Cost-intensive: The need for multiple tools and services, plus development resources, can make this approach expensive.
• Complex maintenance: Keeping all components working harmoniously requires careful monitoring and ongoing effort.
• Managing data can get tricky since it’s spread across different tools and is often duplicated, leading to confusion and extra work.

Examples:

Typically, composable uses headless systems for different aspects. Below are some examples of systems used for different aspects of a build:

• Contentful – CMS
• Prismic – CMS
• Statamic – CMS
• Strapi – Ecommerce
• Sylius – Ecommerce
• Shopify Plus – Ecommerce
• Algolia – Search
• Meilisearch – Search

5 questions to help you pick the right platform for your business goals

Choosing the right architecture for your platform is a critical decision that can shape your business’s future success. To help you navigate this, consider these key questions:

What’s your business trying to achieve?

Start with your goals. Are you looking for a quick, hassle-free setup to get online and start selling? Or do you need a platform that can handle complex requirements, such as integrating with multiple channels or delivering bespoke experiences? If your priority is simplicity, a monolithic approach may suffice. For more ambitious goals, like omnichannel selling or rapid scalability, headless or composable setups will provide the flexibility and growth potential you need.

What’s your team’s tech capability?

Your team’s technical expertise will play a huge role in determining what’s feasible. Monolithic systems are designed for ease of use, making them ideal for businesses with limited in-house technical knowledge. In contrast, headless and composable architectures require a higher level of understanding from your internal team in order to properly manage your content and data.

Where, and how, do you sell?

If you simply sell online, then monolithic is perfect. If you operate brick-and-mortar stores, or you want to build an app, or even POS stands, then a headless or composable architecture can be more suitable, as it allows for multiple tailored frontends to be built out, and for other systems (like EPOS/tills) to integrate into your backend systems for stock and pricing updates.

What customer experience do you want?

The user experience you aim to deliver should heavily influence your decision. If you want a highly customised, seamless experience across multiple channels, headless or composable architecture is the way forward. These setups enable you to craft unique frontends tailored to specific audiences or devices. However, if your needs are straightforward, a monolithic platform can still offer a reliable and efficient user experience.

What’s your budget?

Your budget is a practical but vital consideration and it’s one of our first questions we’ll ask. Monolithic platforms tend to be the most cost-effective, particularly for smaller businesses or startups. Headless solutions require a higher upfront investment in development, while composable systems can be the most expensive due to their reliance on multiple tools and specialised integrations. Be sure to factor in not just initial costs but also ongoing expenses for maintenance, scaling, and future upgrades.

Hybrid Architectures: balance simplicity and scalability without the overheads

While monolithic, headless, and composable architectures dominate the conversation, there’s another option worth considering: a hybrid approach. This combines the simplicity and cost-effectiveness of a monolithic system with the flexibility of composable platforms, offering a practical middle ground for many businesses.

With a hybrid architecture, you centralise the core system (like your ERP or product database) while strategically integrating specialised tools to enhance specific areas, such as search functionality or content management. For example, product data might remain in your ERP, ensuring a reliable single source of truth for inventory, pricing, and operations. Meanwhile, additional tools can be layered on for features like enriched product descriptions, advanced search, or dynamic marketing campaigns.

This approach offers the best of both worlds:

• Simplicity where it’s needed: A centralised core reduces complexity and avoids the need to manage countless APIs and third-party tools.
  
• Flexibility where it matters most: You can introduce or upgrade tools like content management or search without overhauling the entire system.

Example in action: Keycraft

Keycraft, a global toy distributor, is a prime example of how we have helped a business with a hybrid architecture that can drive success. Using a central ERP to manage core product data, Keycraft strategically added advanced tools to enhance their online and offline experiences. For instance:

• Product data was augmented with enriched descriptions and promotional content to better engage customers.
  
• A seamless integration allowed their ERP to sync in real-time with their website and retail systems, improving efficiency across all sales channels. This approach not only simplified operations but also resulted in a significant 220% increase in impulse sales across stores within a week.

How hybrid helps you choose the right platform architecture

The hybrid model provides clear benefits:

• Simpler architecture: You focus only on essential integrations, reducing the challenges of managing multiple APIs.
  
• Lower costs: Hybrid systems minimise hosting and third-party fees, particularly when using lightweight tools like Laravel.
  
• Effortless management: A unified backend ensures your admin interface is easy to use and
  tailored to your team’s needs.
  
• Scalable flexibility: As your business evolves, you can easily add or replace tools without disrupting the entire system.

Whether you’re a retail brand looking to enhance customer engagement or a distributor aiming to streamline operations, ultimately, hybrid architecture offers a practical solution for choosing the right platform architecture that balances cost, flexibility, and scalability.

Ready to explore the best architecture for your business?

If you’re unsure which platform architecture suits your goals or want to future-proof your digital strategy, book a free 30-minute call with the author of this article, Mike Griffiths.

Schedule Your Free Call

Black Friday, eh? That glorious (or dreaded) time of year when every brand on the planet screams for attention, and consumers are primed to throw their money at deals. But with so much noise, how do you make sure you’re not just another shout into the void? Our digital marketing director, Jack, explains all. Buckle up for his quick guide to Black Friday marketing!

Build your database in advance

We all know Black Friday marketing is a battlefield, and trying to get noticed amidst the chaos can be harder than finding a parking spot on Christmas Eve. Paid Social and Email are your secret weapons here. In our experience, these two avenues are the perfect pairing to build interest and drive a generous return through the BF and Christmas period. Running lead generating (lead-gen) activities allows you to build an engaged database subtly up until your promotion begins.

Got a month before BF? Perfect. Start offering early access or even better deals for those who sign up in advance. Meta’s lead-gen ads are cheap as chips (seriously), and while you might get the odd lower quality sign-up, you can purge the lists in the new year based on campaign performance. Plus, when the time’s right, you’ll have a warm audience ready to hit the “buy” button, instead of a bunch of cold leads who barely know your name.

Respect your loyalists

It’s easy to get carried away during Black Friday. Audiences are in purchase mode and will jump at the chance to grab a deal, but this doesn’t mean you should risk p*ssing off your loyal customers with rock-bottom discounts. Consider a tiered discounted approach. Maybe offer your top-tier buyers a sweet GWP (that’s Gift With Purchase) or an exclusive discount that makes them feel truly special. Let them know they matter, and you’ll keep them coming back long after the Black Friday marketing buzz has faded.

Consider the long-term impact

Black Friday might feel like the marketing equivalent of a gold rush, but have a think: Do you really need to join the fray? Are you a seasonally rich business or do you operate well all year round? Is running a heavy discount in November going to cripple your revenue figures in December/January/February? Maybe not, but it’s worth considering the knock-on effect of discounting too heavily for a short-term gain. Cash flow has left the chat.

What are your competitors doing?

You don’t want to follow the crowd blindly, but knowing what your competitors are up to is important. Keep an eye on their promotions, their tactics, and their messaging. If everyone else is slashing prices, maybe you could take a different approach.

Why not focus on offering added value instead of just cutting prices? For example, highlight your standout customer service or offer something unique like free consultations, exclusive bundles, or a VIP experience for top customers. You could even offer early access to deals or a loyalty reward for repeat buyers.

Get creative and make sure your campaign isn’t just about saving money, but about why they should keep coming back long after Black Friday.

Save the planet?

Ok so this may be a stretch, but it’s worth noting that, during November Black Friday, deliveries will produce over 430,000 tonnes of greenhouse gas emissions. To put that into perspective, that’s the equivalent of 435 return flights from London to New York, or the weight of 61,308 elephants. Grim, right? Why not take a stance on this? You could, for example, pause trading for the Black Friday weekend. Likelihood is you won’t lose revenue, you’ll just get it later in the year. Again, think about your loyalists who’ll come back no matter what. And why not make this a PR moment for a non-financial gain, but a brand gain?

Summary: Black Friday marketing is about smart strategies

Black Friday marketing doesn’t have to be a mad rush of discounting chaos. Be smart, be strategic, and take care of your loyal customers. Whether you’re building your database early, considering the long-term impacts, or using the opportunity to make a brand statement, this is your time to shine.

And whatever you do, don’t forget to have a cheeky peek at what the competition’s up to – just to make sure you’re staying one step ahead. Happy Black Friday prepping!

If you want to learn more about how to market your business for Black Friday, or any time, just get in touch below.

Picture this: you’re casually scrolling through your inbox when a message pops up. It starts with, “Hope you’re staying safe during lockdown.” Wait, what? It’s 2024. You have to do a double-take. Did I just time-travel back three years? Nope, it’s an email that’s gone a bit stale (see below). And that’s exactly why keeping marketing communications up to date is so important. When you don’t, it can make your brand look disconnected, and that’s the last thing you want.

Here’s why keeping your marketing communications up to date is crucial, and a few tips to make sure you don’t get caught out like this anonymised organisation did!

1. First Impressions Matter

Let’s get straight to it: sending out-of-date messages instantly makes you look…well, out of touch. If your marketing is still talking about “lockdown” when we’re all planning our next getaway, it suggests you’re behind the curve. It’s a red flag for potential customers. They might think, “If they’re this out of date with their messaging, what else is behind the times?”

Quick Fix: Make it a habit to review your automated communications (like email sequences) every quarter. It’s a quick and easy way to make sure you’re saying the right things at the right time.

2. Reflects Poor Planning

An outdated message screams one thing: lack of organisation. It’s like turning up to a halloween party in shorts and flip flops—great for a summer break, but completely out of place now. When you keep your marketing communications up to date, it shows you’re organised, paying attention, and ready to meet your audience where they are now.

Quick Fix: Create a simple content calendar with key events, holidays, and current trends. This will help keep your messaging relevant and timely, without requiring a crystal ball.

3. It Damages Trust

Trust is everything in business. If your marketing communications seem stuck in a time warp, it can erode the trust you’ve built with your audience. People want to feel understood and connected, not like they’re an afterthought in a dusty email campaign from 2020.

Quick Fix: Use customer segmentation to tailor your communications. The more relevant the message, the more trust you’ll build.

4. You Miss Golden Opportunities

Marketing is all about timing. If your emails and social media posts are talking about past events, you’re missing out on the chance to engage your audience with what’s happening now. Think of it this way: sending out a ‘lockdown’ message in 2024 is like showing up to a BBQ with a hot cup of cocoa—comforting in the right context, but totally out of place here. This shows how essential keeping marketing communications up to date really is.

Quick Fix: Stay on top of trends and current events in your industry. Set up Google Alerts or use social media to keep an eye on what’s happening, so you can tweak your messaging in real-time.

5. Your Competitors Are Watching

Let’s not forget that marketing is a competitive sport. If your competitors notice you’re still talking about old news, they’ll pounce on the chance to show they’re more in tune with the times. No one wants to be that brand that’s still talking about “staying safe during lockdown” while the competition moved on years ago.

Quick Fix: Check out what your competitors are saying. It doesn’t mean you have to copy them, but it will give you a sense of where the conversation is heading.

How to Keep Your Marketing Fresh and Relevant

• Regular Content Audits: Give your communications a quick health check every few months. Is your website talking about events that have come and gone? Are your email sequences still mentioning last year’s big trends? Time for an update.
• Stay Flexible: Avoid being too specific with dates unless it’s necessary. Keep your content adaptable so you can easily make tweaks without a complete overhaul.
• Automate Reminders: Set up reminders to review your scheduled content. That way, you won’t accidentally send out a ‘lockdown’ message as we head into the cosy autumn season, years away from travel restrictions.
• Keep an Eye on Trends: Make trendspotting part of your routine. When you stay on top of what’s relevant, your messaging will naturally reflect that.

So, there you have it. If you want to keep your brand looking sharp, you’ve got to keep your messaging in the here and now. It might take a bit of effort, but trust us, it’s worth it. After all, nobody wants to be that person still banging on about lockdown when the rest of us are out here panic-buying Halloween sweets and complaining about the Christmas ads already on TV.

If you want to improve your digital marketing and avoid costly mistakes like this one, get in touch via the form below and learn how we can keep you up-to-date and getting your message across.

Following on from the appointment of our new digital marketing director and account director, we are delighted to welcome to the team Stuart, our new marketing manager.

Stuart joins with experience across copywriting, content management and marketing strategy and will be helping to promote Reckless and bring in new business. Having a varied background in B2B and B2C marketing, Stuart previously worked in the travel management industry and with the National Trust. We asked him what appealed about Reckless and what he was looking forward to achieving.

Stuart, our new marketing manager

Why Reckless?

A mixture of reasons, really. I wanted to work with marketers. The team here get marketing; they understand what it takes to make it work. I can’t wait to tap into that knowledge and experience in my role. Secondly, I wanted to get back to my specialism, which is inbound marketing. It’s all about providing useful, interesting content to people when they need it. It focuses on building relationships and it’s something I’m looking forward to progressing at Reckless. Finally, I just got a great impression about the company culture and the people from my early interactions, which has thankfully been backed up by the whole team since I started!

What are you hoping to achieve at Reckless?

My main goal is to bring in new business, ultimately. As I say, the way I’m looking to do that is with a longer-term, relationship-building approach. So, there will be a good amount of groundwork to do to get the systems, processes and content in place, but I’m very much looking forward to the challenge as new marketing manager.

If you could have any superpower to help you as a marketing manager, what would it be?

Er… I guess, the ability to read minds? Then I could make sure I was creating the perfect content for our clients and potential clients, and could provide it just when they need it – a marketer’s dream! Flying would be pretty cool too, obviously.

Want to know more about us and how we work? Check out Who We Are.

The 2024 Euros are in full swing and brands have been busy launching all kinds of stand out marketing campaigns to get in on the action.

Here’s some of our favourites.

Carlsberg’s beer-proof hats

We’ve all seen the videos of elated England fans throwing their pints and drenching everyone around them when we score a goal. Well, research shows this leads to an eye-watering 5-million pints being spilled every time we score.

Cleverly, Carlsberg leaned into this with the launch of its ‘beer-proof hats’, promising to keep England fans’ heads dry during the Euros. Carlsberg launched the campaign on social media, with 100 of the quirky green hats up for grabs.

Irn Bru X Scotland

Before Scotland were knocked out by Hungary in the 100th minute, Irn Bru successfully reignited optimism in Scottish football with the launch of three funny TV ads. Titled “Doctor’s”, “Cafe”, and “Mannschaft”, the series aimed to spark excitement and hope ahead of the tournament, after Scotland failed to qualify for the World Cup in 2022.

The ads featured Scottish comedian Sanjeev Kohli and were filmed in Miro’s Village Cafe, a popular local business in Musselburgh.

Adidas X Hey Jude

Adidas is using the iconic Beatles’ song “Hey Jude” as the soundtrack for a campaign centred around 21-year-old Jude Bellingham and England’s hopeful journey to winning the Euros. 

The ad begins with fans watching footage of England getting knocked out of the World Cup and other historical moments of failure and despair. But then, the tone shifts to one of optimism, aiming to ignite hope in a new generation of players and alleviate the negative pressure on footballers. The ad features former England players David Beckham, Ian Wright, and Frank Lampard, alongside cameos from Stormzy and TV presenter Laura Woods.

Snickers’ ‘Own Goal’ campaign

Snickers has been rolling out its ‘Own Goal’ campaign for a few months now. Featuring football legends Bukayo Saka and Luka Modric, the campaign is all about highlighting that embarrassing mistakes happen (like scoring an own goal), but the important thing is  that you learn from them and do what you can to improve.

Here’s the TV ad:

 British Heart Foundation  – Til I Died

Before the Euros kicked off, the British Heart Foundation (BHF) launched a poignant campaign commemorating the lives of 12 young football fans who lost their lives to heart disease. 

The ‘Til I Died’ campaign highlights the often-overlooked impact of heart disease on young people. It aims to raise awareness and change perceptions, emphasising that heart disease can affect anyone, regardless of age. The campaign features 12 hand-painted murals of the fans who passed away, each displayed in their hometowns of Birmingham, Cardiff, Chesterfield, Edinburgh, Glasgow, London, Newcastle, Nottingham, and Southampton.

Summary

Brands have launched some fantastic marketing campaigns for the Euros, ranging from humorous to heartfelt. We’re excited to see what else will be launched over the coming weeks, especially as England (hopefully!) continue their journey to the final.

A bit about Reckless
We’re an e-commerce digital marketing agency in Liverpool, Chester and Manchester. We help brands grow through paid media, SEO, online marketplaces, custom website builds and maintenance. If you need a hand get in touch, we’d love a chat