Lessons in marketing from Atomicon 2025
Earlier this week I attended Atomicon - a huge sales and marketing conference for small businesses here in the UK. First time for me, but definitely not the last (I’ve already got my ticket for next year!).
I was sharing my insight with one of my clients who said “why not share it on the blog”, so here we are.
Here’s my round-up of Atomicon 2025 as seen through my lens of simple, intentional, authentic marketing.
I left feeling exhausted, but also uplifted (and maybe a tiny bit validated?) that the way I do things is what people are craving more of.
If you just want the highlights, here’s the short version:
You don’t have to be big to think big - stop waiting for more clients, a bigger audience, or some perfect moment.
Know what you’re great at and own it!
You don’t need to do everything . Choose a few tactics and get really good at them.
Emotional connection matters more than ever. People want to feel seen and heard.
Be YOU – in your emails, your socials, your meetings, your calls - everything. Every single touch point you have with your audience is a chance to stand out & shine.
If you’re ready for the full debrief, settle in and let’s go...
Keynote
Fearne Cotton was the keynote speaker and didn’t disappoint. She talked about her journey from kids TV to building the Happy Place brand and how storytelling is at the heart of everything she does.
Creating that emotional connection with your audience is so important - you want to draw people in, but you also want them to stay.
💡 So when you think about your own marketing, how can you create more of an emotional connection with your audience? What stories could you share to step your audience closer into your world? Client transformations, behind-the-scenes moments, your personal values, experience or insight. It doesn’t have to be perfect, it just has to resonate.
Email Marketing
If my emails start to improve, I have Laura Belgray to thank for that. If you’ve worked in corporate like me you might find yourself slipping into formal mode when you write emails, but Laura reminded us to write as we speak.
When you do, everything shifts - the language you use, the tone of voice - it becomes warmer, more conversational…more like you! Even if you work with businesses, remember there is a real person at the other end of the email!
And “no one ever unsubscribed because an email was too short” has stuck in my brain ever since!
Client Journey / Funnels
You might have come across Carrie Green already - she’s the found of the Female Entrepreneur Association and her story is so inspiring. I loved is her emphasis on doing a few things really well.
We can stretch ourselves too thin trying to do everything in our business, but what if you focused on a few marketing tactics and practiced getting great at them.
Decide you’re going to make it happen, go for it and be consistent (and if getting a marketing mentor is on that list, you know where I am).
💡 What have you been putting off that you could try to master? What would make the biggest difference when it comes to growing your audience and attracting clients? Is it YouTube videos, podcasting, writing, presenting. Make a decision and commit.
Content
The Two Laura’s shared so many brilliant, practical ideas for generating content, including one I hadn’t even thought of.
Amazon book reviews! I know - who’d have thought it!
Try looking in the reviews of books your ideal client might read. What they loved, what they were looking for, what resonated - these are all great clues for your content. (I did this yesterday and it was a mine of information).
I could do a whole email on this session because it was so useful, but for now try looking at…
Google (especially the "people also ask" bit)
TikTok (even if you’re not using it)
Comments in Facebook groups, competitor reviews & testimonials
Reddit, Pinterest - basically anywhere with a search bar!
Collaborations & Partnerships
I harp on about how important it is to get in front of other people’s audiences if you want to grow your own, but Robin Waite took this to a whole different level.
He’s ditched social media (mostly) and focuses on building the right relationships instead. He’s all about being in the right room, having meaningful conversations and offering value to others.
That bit’s important. It’s not just about getting in front of people – it’s about sharing something useful.
💡 Why not make a list of all the groups you’re part of, connections you’ve made, people you could collaborate with. Choose 5 and start the conversation next week.
Understanding buyer behaviour
Rory Sutherland was the highlight of the conference for me. A brilliant, captivating speaker who made me belly laugh more than I have in a long time!
I loved his idea that marketing is about experimenting. We need to stop copying others, look for the gaps and don’t be afraid to do things differently.
“Rather than trying to change the world, we can change how people see the world. When people see the world differently, they behave differently, that then changes the world.”
Celebrity Service
If you take anything from this post, take this insight from Geoff Ramm…
Every single interaction you have with someone is an opportunity to stand out from the crowd, so make that experience exceptional.
Don’t blend in and do what everyone else is doing. Think about how you can inject a bit of magic into your meetings, conversations and client service. Any touchpoint you might have.
And it doesn’t have to be huge. Often it’s the little things that make the difference - a voice note, a personal email, or just remembering the name of a client’s pet dog.
💡 Think of all the different touchpoints you have with your audience. How could you up your game? Not necessarily by doing more, but by making it more personal and memorable.
So there you go. My quick download from Atomicon 2025. What do you think? What stood out for most you?
I still have lots of sessions (15 to be exact) to catch up on that I didn’t attend, so more insight may follow.
What topics would you be most interested in learning more about? Email me and let me know.
