Mhari Coxon

Strategic Marketing

Recent posts

About Mhari

Category: Marketing

  • B2B & B2B2C Marketing in 2026: Why the Brave Will Win (and the Busy Will Be Ignored)

    By Mhari Coxon & her Co-Creator 😉 I’ve worked in marketing long enough to see entire “next big things” come and go. Digital transformation. Big data. Social media. AI. Each arrived with noise, hype, and a flurry of poorly thought-through pilot projects. What separates 2026 from every cycle before it is this: There is no…

  • Discovery Shift in Our Digital World: Winning Growth in an AI‑Search and Zero‑Click World

    Why this is one of the most topical B2B and B2B2C marketing issues in the UK right now Search behaviour has fundamentally changed. UK B2B, including B2B2C, buyers are no longer relying solely on traditional search engines to research suppliers. Instead, they are using AI‑powered tools to summarise options, compare vendors and form shortlists faster…

  • Trust, AI, Localisation & Video The Four Pillars of regional B2B Marketing in 2026

    It’s that time of year where we reflect and predict. So here is my predictions for marketing in EMEA in 2026. EMEA in 2025 presented a complicated but rich marketing environment. 2026 will move fast and it is key to be ready and relevant. Between diverse languages, complex regulatory regimes, long procurement cycles, and increasingly…

  • Mastering B2B2C Healthcare Marketing: Why the Complexity is Your Competitive Advantage

    In healthcare, nothing works in straight lines. Unlike traditional B2C, where brand, message and purchase path flow predictably, not linear but in a flow, B2B2C healthcare marketing operates inside a multi-layered ecosystem: patients, clinicians, payers, retailers, regulators, procurement teams and influencers all shape the final decision. Think spaghetti vs McKinsey Models. Having spent more than…

  • How I Borrowed from B2C to Work in B2B (and Won)

    The best B2B marketing is human. Storytelling, segmentation, and customer experience are no longer optional they’re the edge. For years, B2B organisations, and recruitment in them, insisted they were different. “Our buyers are rational.” “Purchase decisions are logical.” “We don’t need brand we need leads.” And for years, many of those same organisations underperformed, commoditised…