Learn, Measure, Evolve: Using Data to Drive Creative Marketing Growth

 
 
 
 

In this week's episode, we dive deep into the intersection of creative marketing and data analytics with Laura Proctor, Chief Marketing Officer at Summize . Having achieved the role of CMO before turning 40, Laura brings an impressive track record of scaling B2B marketing functions that consistently deliver commercial outcomes.

Throughout her career spanning almost 20 years across high-growth B2B companies including Avecto, AppLearn, and TalkTalk Business, Laura has developed a unique approach to marketing that combines content-driven storytelling with rigorous data analysis.

Tune as we discuss how she built predictable pipeline generation, and scaled marketing impact through innovative campaigns. Discover practical insights on marketing metrics, team structure, and proving ROI. Essential listening for B2B marketers looking to drive commercial revenue and earn marketing a strategic seat at the board table.

 
 
 
 

 
 
 
 

EPISODE OUTLINE AND HIGHLIGHTS

[00:00] Introduction to Laura Proctor

[01:03] The Journey to CMO: Marketing's Voice at Board Level

[02:44] Content-Driven Marketing Origins

[03:24] Data Analytics Foundations in Direct Marketing

[05:16] Measuring Content Marketing Outcomes

[07:06] Website Traffic vs Lead Generation Insights

[09:08] AI Tools and Website Optimisation

[14:26] The Legal Disruptors Campaign Case Study

[17:46] Marketing as Revenue Generator

[20:20] Marketing Pillar Framework

[29:26] ROI Measurement and Event Marketing

THE T-SHAPED MARKETER: BALANCING CREATIVITY AND DATA

A key theme throughout the conversation is the importance of combining creative and analytical skills. As Laura explains, "I like to think that I'm creative and very ideas driven, and I do have a passion for content, but I think it absolutely has to be backed up by the data and the numbers."

Her approach emphasises starting with robust data tracking and measurement as a foundation, then using analytics to identify key opportunities across the business. From there, she applies creative solutions to business challenges, whilst maintaining a rigorous testing and iteration process. Throughout every initiative, her team maintains an unwavering focus on commercial outcomes rather than vanity metrics.

This balanced methodology has yielded significant results for her organisation. The team has established predictable pipeline generation through data-driven campaigns, whilst still creating innovative initiatives like the Legal Disruptors campaign that pushed creative boundaries. By consistently optimising marketing spend and demonstrating clear ROI, they've built strong credibility with business leadership. Perhaps most importantly, this approach has enabled them to scale marketing impact efficiently across the organisation, proving that creativity and analytics can work hand in hand to drive business growth.

 
 

MARKETING AS THE ORGANIZATIONAL GLUE

Laura emphasizes marketing's unique position spanning the entire customer journey: "Marketing is the glue that's often kind of across all of the business functions and you have to have knowledge of all of the other functions as well. You have to have a good relationship with development and product, sales, obviously finance to make sure that we're actually reporting accurately."

This comprehensive view enables marketing to:

  • Drive early customer engagement before first contact

  • Create consistent brand experiences across touchpoints

  • Build strategic partnerships across departments

  • Measure and optimize the full customer journey

  • Connect marketing activities to revenue outcomes

 
 

TODAY’S GUEST

Laura is Summize's Chief Marketing Officer, bringing almost 20 years of marketing experience from high-growth B2B technology and SaaS companies such as Avecto, AppLearn and TalkTalk Business.

Laura is passionate about educating the market on innovative solutions to contracting challenges, and how Summize’s unique approach integrates CLM processes into existing software tools. Through strategic marketing, she helps businesses understand that CLM is not just a legal tool, but a business-critical solution for entire areas of an organisation.

By telling customers' stories and use cases, Laura has enabled Summize to be part of the in-house legal community through relevant events, webinars and activities.

You can connect with Laura on LinkedIn and find out more about Summize at Summize.com

 
 

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.

 

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Karen Lloyd