Kris Clark Marketing Consultancy

Category: Pipeline and lessons from the Allotment

  • 🧄 Garlic Is the Ultimate ABM Strategy

    🧄 Garlic Is the Ultimate ABM Strategy

    Slow, deliberate, and wildly effective

    Most people think of garlic as an ingredient — a bit player. But gardeners know better. Garlic is strategic.

    You plant it in the cold. It grows invisibly for months. You tend to it, give it space, and trust the process.

    Come summer, you don’t just get a single clove. You get an entire head. More value than what you put in.

    This, my fellow marketers, is Account-Based Marketing.

    ABM isn’t about scale. It’s about precision.

    It starts with deliberate targeting — like choosing the right spot in the garden.

    Then comes months of nurture:

    • Personalisation
    • Warm-up content
    • One-to-few messaging
    • Stakeholder mapping
    • Patience

    No drama. No noise. Just carefully placed, high-potential growth.

    Garlic (and ABM) rewards the long game.

    You don’t plant garlic and expect a crop in four weeks.

    You commit. You invest. You wait for the right season to lift the whole thing out of the ground. And when you do?

    You’ve built something robust, healthy, and multipliable. One clove becomes ten! Just like one engaged account becomes a customer, a case study, an advocate, and a source of referrals.

    In a world of “spray and pray,”

    • ABM is garlic.
    • A little under the radar.
    • A little quiet.
    • But utterly effective.

    Next up in the series: What potatoes and hidden pipeline have in common.

    #LessonsFromTheAllotment #PipelineWisdom #ABM #B2BMarketing #LongGame #DemandGen #GrowthStrategy #GarlicLogic

  • Grow Where It Grows

    Grow Where It Grows

    Stop chasing butterflies. Start planting flowers.

    I get it. You’ve got a product you love. A value prop you believe in. A market you want to win. But here’s the truth that marketers and gardeners alike learn the hard way:

    You can’t force things to grow where they don’t belong.

    In the garden, I’ve planted things in the wrong spot just because I liked the idea of it — a sun-loving herb in the shade, a delicate flower in poor soil. No matter how much I wanted it, the conditions just weren’t right. And surprise: it didn’t grow.

    It’s the same in pipeline strategy. You can’t just aim your campaign at a sexy vertical or a splashy region and expect traction, because you want it.

    You have to work with what the environment gives you.

    Enter: TAM — Total Addressable Market

    Too often, teams waste resources chasing leads in all directions — like trying to catch butterflies with a slingshot.

    But effective marketers? They plant the flowers.

    They attract the right buyers by understanding:

    • Who actually needs what we’re offering
    • Where the pain points are real and urgent
    • Which segments are ready, reachable, and viable
    • How to speak their language at just the right moment

    This isn’t passive. Far from it! It’s precise.

    It’s positioning with purpose.

    When you align your targeting with your TAM, your messaging lands more softly, your funnel flows more freely, and yes, those elusive butterflies come to you.

    Plant strategically. Watch what grows.

    Great gardening is a mix of ambition and humility. You plant with intention, but you adjust based on where things take root.

    The same goes for pipeline. Don’t waste your time (or budget) trying to force growth in barren soil.

    Find where the traction already exists. And feed it.

    Next up in the series: Why garlic is the ultimate ABM strategy.

    #LessonsFromTheAllotment #PipelineWisdom #TAM #DemandGeneration #B2BMarketing #TargetingStrategy #MarketingMindset

  • Grow Where It Grows: Pipeline lessons from a stubborn patch of soil

    Grow Where It Grows: Pipeline lessons from a stubborn patch of soil

    Ever planted something just because you wanted it — not because the conditions were right?

    I have.
    And I’ve watched it wither, no matter how much care I gave it.

    It’s the same with pipeline.
    You can chase that “perfect” lead all you like — the logo you’re desperate to land — but if the ground isn’t right, it won’t grow.

    Great gardeners — and great marketers — learn to observe:
    🌱 Where things naturally thrive
    🌞 Where the light and timing are right
    🌾 Where there’s real potential, not just personal preference

    Lead generation isn’t about forcing growth.
    It’s about spotting the conditions where growth is already trying to happen — and nurturing that.

    You may love artichokes.
    But if courgettes are exploding across the garden, that’s your sign.

    Grow where it grows.

    #LessonsFromTheAllotment #PipelineWisdom #B2BMarketing #LeadGeneration #GrowthStrategy #MarketingMindset #LetItGrow

  • What tomatoes can teach you about timing, nurture, and conversion rates.

    What tomatoes can teach you about timing, nurture, and conversion rates.

    You can’t rush a tomato.

    You can feed it, water it, support it with string and sticks — but you cannot force it to ripen faster.
    If you pick it too early? It’s hard, bitter, and gets binned.
    Too late? It splits and rots on the vine.

    Sound familiar?

    Good leads are the same.
    They need nurture, warmth, and patience.
    Send the pitch too soon, and you burn the opportunity.
    Wait too long, and it’s gone — or someone else has picked it.

    In marketing and in gardening, the trick is knowing:

    What signals tell you it’s time to harvest
    How to support growth without smothering it
    And how to deal with a glut when all your hard work matures at once

    You want sustainable pipeline?
    Treat it like a tomato — not a turnip.

    #PipelineWisdom #LessonsFromTheAllotment #B2BMarketing #DemandGen #GrowthStrategy #LeadNurture #ConversionTiming #MarketingMindset #TomatoTruths

  • Farming. Fishing. Horseback archery.

    Farming. Fishing. Horseback archery.

    I’m not here to chase every rabbit.

    I’m here to build.
    To cultivate.
    To sustain.

    I can plant the seed, tend the soil, and know when to harvest.
    I can cast a line in the right waters.
    And if the stakes are high enough — I can hit a target from horseback at full gallop.

    You don’t survive the wild — or the revenue rollercoaster — by hunting alone.
    You need to know how to feed yourself for the long haul.

    That’s true for pipeline.
    That’s true for life.

    This is where the series really begins:
    🌱 Pipeline & Life Lessons from the Allotment
    B2B growth strategies, inspired by mud, muscle, and marrow-deep marketing.

    Next up: what tomatoes can teach you about timing, nurture, and conversion rates.

  • Pipeline and lessons from the allotment : new series on hunters vs farming (aka sales and marketing)

    Pipeline and lessons from the allotment : new series on hunters vs farming (aka sales and marketing)

    Start-ups and scale-ups love to call their salespeople “hunters.”

    🚀 Always chasing new leads.
    🎯 Always prospecting.
    ⚔️ Always closing.

    But here’s a fact that’s hard to ignore:
    In the late 1700s, American mountain men died from “rabbit starvation.”
    Surviving only on lean meat — no fat, no carbs, no variety — their bodies gave out.

    What’s the parallel?
    A diet of only hunting new leads is just as unsustainable.

    You need gatherers too.
    You need farmers.
    You need a well-balanced go-to-market engine that cultivates, nurtures, and sustains.

    A healthy pipeline is like survival in the wild:
    🥕 You farm
    🐟 You fish
    🍎 You forage
    🐇 And yes, you hunt

    And me? I’m the farmer.
    I can fish.
    I can shoot from horseback.
    Let’s just say I’m zombie-apocalypse ready — and so is the pipeline.

    This is the first in a new series:
    🪓 Lessons in Pipeline from the Allotment
    Follow along for more field-tested strategies with a backwoods edge.