Thought Leadership Archives - Macbeth Lankester

The long game of thought leadership

By Katie Cole | November 13, 2025

Over the past year, we’ve noticed a shift in marketing across the built environment to more performance led. Clicks, leads, conversions. Everything is measurable, optimisable and trackable. And yes, all of it matters. We understand that right now, every marketing pound must work harder. Budgets are tighter, timelines are shorter, and the pressure to deliver…

Building relationships, not just databases: Should B2B content be gated?

By Katie Cole | July 15, 2025

For a long time, gating content was considered best practice. You created something of value and asked for contact details in return. It helped measure ROI, gave sales teams something to nurture, and proved that marketing was doing its job. But the truth is, gating can also act as a barrier. Not just to your…

AI, SEO, and why thought leadership matters more than ever

By Karina Oxley | March 11, 2025

So, like everyone we’ve been talking about AI a lot this year, one key reason is to ensure we’re using it to strengthen our approach to SEO and content creation. If you’ve been keeping up with AI tools like Google’s Gemini, Perplexity, Claude and of course ChatGPT, you’ll know they’re shaking things up when it…

What people are saying

“Operating across EMEA presents remarkable opportunities, yet it also entails the challenge of delivering consistent communication to diverse markets. MacbethLankester demonstrates a deep understanding of multi-country B2B marketing, enabling us to articulate a cohesive MiTek narrative while honouring local nuances and customer requirements. Their expertise has played a pivotal role in enhancing our brand positioning and fostering enduring client relationships throughout the region.”

Hennie Viljoen , EMEA Marketing Manager, MiTek
“My team and I had the pleasure of working with Alex and his team for many years. We could always count on them and their results. No matter the topic, they constantly delivered superb results for our websites and many more publications. Beyond that, their team are a true joy to work with.”

Julia Dietlinger , BayWa r.e Team Lead Web & Applications
“We’re incredibly proud of the work we do to champion construction across the South West. With Macbeth Lankester’s marketing expertise, we can focus our time on what matters most — supporting our members, delivering valuable events, while ensuring our insight and impact are shared more widely across the sector.”

Kevin Harris , CEO of CESW
“Macbeth Lankester were instrumental in Bellrock’s repositioning and brand refresh, bringing deep sector insight, pragmatic marcomms expertise and a genuinely collaborative approach. Working as an extension of our team, they helped us to clarify our story, elevate our content and engage with customers more meaningfully during a critical period of growth.”

Gemma Williams , Head of Marketing and Communications, Bellrock Group
“I’ve worked with Macbeth Lankester across both John Rowan and Partners and Bellrock Consulting, and they’ve been a constant source of strategic insight and creative energy.

Their ability to think ahead, adapt quickly, and bring clarity to complex messages has made them a genuinely valued part of the team. They don’t just deliver great communications — they help shape the direction of the business.”

Gurpal Virdee , Managing Director, Bellrock Consulting
“I’ve worked with Macbeth Lankester for ten years, and in that time they’ve become much more than a PR and marketing agency, they’ve been genuine partners, helping to shape the John Rowan and Partners brand and helping us stand out in a competitive London market. From award wins and national coverage to creative campaigns and personal brand development, their support has been first-class.”

Mash Halai , Chairman, John Rowan and Partners