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Tuesday, 4th August 2020


Debbie Williams

Debbie Williams

Independent B2B Marketing Consultant at Invicta Ltd.

Education and career
I did not know what I wanted to do after completing my university degree in International Business & German, so I decided to take some time out and backpacked around the world for 18 months. When I came back, I started a role in business development, moving into Key Account Management in Sales working for Coats Viyella in the textile industry. Realising that this sector was not a dynamic market to be in, I jumped into B2B Marketing in the Telecommunications sector. Over a period of 10 years, I developed my skills and knowledge across all aspects of marketing working in both a Corporate and Internet Start up business, within the Internet/Technology sector.

Following a 15 month overseas trip undertaking charity projects in Africa and Asia, followed by 6 months travelling through China and the Americas, I returned to the UK in 2008 and established myself as an independent Consultant. In the last 18 months I have worked for various Clients on different marketing challenges, with my current role acting as an Interim Managing Director running a data and lead generation services agency.

Typical day
I start my day by scanning my emails and social media sites over breakfast with a cup of coffee, which is vital. I may respond on Twitter or to LinkedIn discussions. Invariably, I have various meetings and conference calls, which I tend to handle in my car on the way to the office of my Client.

The day unfolds with team direction on projects, setting up or attending Client meetings, writing proposals and pitching for business, tracking the sales figures and ROI results of campaigns. I ensure that all the team are trained on the new lead generation strategy I have devised and the new service packages & pricing to be able to go out and position. Engaging with new processes and technologies such as Salesforce.com and a marketing automation platform is key in order to transform marketing for the future.

I make myself available for quotes and commentary to the press. I frequently need to develop presentations for conferences, seminars or training seminars that I deliver. I also support the IDM B2B Marketing Council to deliver best practise content on B2B Marketing to the industry.

Every week or 2 weeks, I am usually in touch with peers to cross fertilise new ideas and initiatives, as well as benchmarking the projects and results that I am working on. I attend at least one networking event, drinks or lunch to continue to develop and deepen my professional network.

Best thing about the job
The role provides a lot of variety, opportunities, challenges, and scope for personal initiative. No day is the same and I meet or communicate with people from all different backgrounds globally, who are smart and want to make a difference in B2B Marketing.

Worst thing about the job
Generally not enough hours in the day and the world is changing at a phenomenal pace, so it can be difficult to keep abreast of all new developments. However, I like that challenge – it keeps it fresh and exciting. I always see the positives in situations.

Future plans
Continue to evangelise about the impact that B2B Marketing can deliver to the strategic direction of a business, as well as the bottom line figures. Continue to challenge the norm and bring in new ideas and innovation where I can.

BSc Hons International Business & German
CIM Diploma
Chartered Marketer status
Various IDM courses on Digital Marketing, Social Media, Statistics.
Tutor on the IDM B2B Marketing Qualification on the topic of ‘Sales and Marketing Alignment’.
Chair of the IDM B2B Marketing Council
Over 10 years practical experience as a Senior B2B Marketing practitioner across all aspects of B2B Marketing.

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