Insights

Go-to-Market, Growth, Positioning & AI Marketing Insights

Practical insights on from our Founder & fractional CMO - Catherine Mak, on go-to-market strategy, positioning, value propositions, AI, and growth for SaaS, fintech, insurtech, financial services, subscription businesses, startups, and scale-ups. Follow us for more.

Why PR matters in a go-to-market strategy

PR Is Not A Launch Activity. It Is A GTM Foundation. Part of the GTM Strategies Beyond Templates Series - Watch the full episode here By Catherine Mak, Founder of ZILU Consultancy | Fractional CMO wit...

18 Oct 2026

Before You Go to Market. Get the Proposition Right.

Before You Go to Market. Get the Positioning Right. Part 2 of the GTM Strategy Beyond the Template Series By Catherine Mak , Founder of ZILU Consultancy | Fractional CMO with 20+ years leading marketi...

4 Oct 2026

How to Choose the Right AI Search Visibility Tracking Platform

How to Choose the Right Platform to Track Your AI Search Visibility ZILU consultancy AI visibility tracking tools are appearing almost as quickly as the AI search platforms they claim to measure. Afte...

29 Sept 2026

What is LLM visibility? And why it is not a shortcut but a trust architect?

LLM Visibility Is Not a Shortcut. It Is a Trust Architecture. Part of the GTM Strategy Beyond the Template Series By Catherine Mak , Founder of ZILU Consultancy | Fractional CMO with 20+ years leading...

25 Sept 2026

How to Build an AI-Enhanced Marketing Function that works

The Blueprint: How to Build an AI-Enhanced Marketing Function That Actually Delivers Part 5 of 5 — AI in Marketing: From Experimentation to Commercial Advantage This is the part of the conversation wh...

25 Aug 2026

How Should Businesses Implement AI in Marketing?

There Is No Universal AI Marketing Playbook. Here Is How to Find Yours. Part 4 of 5 — AI in Marketing: From Experimentation to Commercial Advantage One of the most persistent mistakes in the AI in mar...

25 Aug 2026

AI in Marketing: How many businesses are getting value from it?

AI in Marketing: Most Businesses Are Already Using It. Very Few Are Getting Value From It. Part 1 of 5 — AI in Marketing: From Experimentation to Commercial Advantage There is a version of the AI in m...

26 Jul 2026

Why is AI in marketing underdelivering for most businesses?

AI Will Not Fix a Weak Marketing System. It Will Expose It. Part 3 of 5 — AI in Marketing: From Experimentation to Commercial Advantage Many conversations about AI in marketing eventually reaches the ...

26 Jul 2026

The CMO's AI Agenda: How much are actually spending on AI- and is it working?

Investment Is Rising, But the Hard Decisions Haven't Been Made Yet From Experimentation to Commercial Advantage There is no shortage of CMO ambition around AI. The budgets are moving, the conversation...

26 Jul 2026

How to Measure Marketing ROI CFOs and CEOs Can Trust

Marketing ROI: From Budget Fight to Growth Conversation Marketing ROI Shouldn't Be a Fight Marketing ROI is hard to measure. So, how do we bring CFO and CMO back onto the same side of the table and sh...

25 Jun 2026

How Should CEOs Measure Marketing ROI in a Non-Linear Buyer Journey?

How Should CEOs Measure Marketing ROI in a Non-Linear Buyer Journey? One early finding from ZILU’s CEO–Marketing Gap Survey is clear: Hard to measure ROI is one of the biggest frustrations CEOs and fo...

25 Jun 2026

Fractional Marketing Leadership Is Becoming Mainstream

Unlock a new model of Marketing Leadership Fractional marketing leadership is no longer a niche model. It is becoming a practical way for growing businesses to access senior marketing expertise withou...

1 Jun 2026

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