2024: From Restructures to Recovery - A Year of Change in Tech Marketing
Host Karen Lloyd, founder of Armstrong Lloyd and veteran tech marketing recruiter, is joined by Associate Director Annalie Graham to reflect on the transformative year in marketing recruitment across the technology sector. With over 3 decades of combined recruitment experience, they offer unique insights into how the market has evolved and what lies ahead for 2025.
Karen and Annalie discuss how the marketing landscape in 2024 underwent significant transformation, marked by widespread restructuring that created a "musical chairs" effect across technology marketing teams.
They note the growing emphasis on marketing operations and data-driven decision-making, with their predictions for 2025 pointing toward continued expansion of fractional roles and deeper integration of AI across marketing functions. The discussion reveals how this evolution reflects a broader trend toward more flexible, efficient, and strategic approaches to marketing team structure and operation in the technology sector.
EPISODE OUTLINE AND HIGHLIGHTS
[00:07] Introduction and Welcome
[00:36] State of the Market in 2024
[03:24] Changes in Recruitment Patterns
[05:14] The Rise of Fractional Roles
[01:48] Hybrid Working Trends
[16:54] In-Demand Roles
[19:25] 2025 Predictions
[22:41] Wrap-up and Achievements
DEEP DIVE: THE EVOLUTION OF FRACTIONAL MARKETING
The podcast discussion revealed how fractional marketing roles have become increasingly mainstream, with LinkedIn even introducing a specific banner for fractional work. This shift isn't just about cost-saving – it's about companies recognizing the value of having experienced strategic input without requiring a full-time executive.
Particularly in the startup and scale-up space, fractional CMOs are proving invaluable in bridging the gap between tactical execution and strategic direction, while also serving as mentors to both C-suite executives and junior marketing team members.
The trend has expanded beyond traditional fractional CMO roles to include part-time senior marketing managers who can provide both strategic oversight and hands-on execution.
SPOTLIGHT ON PRODUCT MARKETING DEMAND
One of the most significant trends highlighted in the episode was the sustained demand for product marketing talent throughout 2024.
As companies faced challenges in driving sales, product marketing emerged as a critical function for developing compelling value propositions and differentiation in competitive markets.
The focus on product-led growth has made product marketing roles particularly attractive, with companies investing in these positions even during periods of overall marketing budget constraints.
The role has evolved to become central to company strategy, focusing not just on product messaging but on ensuring product-market fit and driving revenue growth through effective positioning and customer understanding.
TODAY’S GUEST
As an Associate Director at Armstrong Lloyd, Annalie specialises in sourcing and delivering talented professionals globally for in-house clients across various industries with a specialist interest in technology.
With over ten years of experience in this role, and she is passionate about marketing and technology, which enables her to truly understand her clients' requirements and create the ultimate marketing teams that can drive growth and innovation.
Connect with Annalie on Linkedin
OUR HOST
Karen Lloyd is a passionate marketing head-hunter and recruitment expert specialising in marketing and C-suite in the technology sector. With over 25 years of experience in the recruitment industry, Karen brings a unique depth of expertise that sets her apart from most recruiters.
Over her career, Karen has accumulated a wealth of experience that includes serving as a Board Director and being actively involved in growing a business for 13 years. Karen has been a part of five start-ups, giving her first-hand knowledge of the critical importance of hiring the right people.
Currently, Karen is the founder and Director of Armstrong Lloyd. She leads a very special team that partners with businesses and empowers them to build industry-leading marketing teams for some of the most exciting B2B technology brands - from small agile and disruptive start-ups to global giants providing a wealth of product and service offerings.
