Inside SourceFlow’s recruitment marketing event (and why you should be at the next one)
Most recruitment marketing looks good until you try to run it inside an agency.
Different teams, different priorities, and usually half the data missing…that’s where most strategies start to fall apart.
Here’s a look back at our recent event, and a few highlights worth taking back to your team
From The Source x Manchester: Lunch & Learn
Our latest Manchester session brought together marketers, agency leaders, and ops teams in the Northern Quarter for an afternoon of speaker sessions and a leadership panel.
The discussion was about how marketing is assessed inside real businesses: cost, contribution, and commercial impact.
Between them, the speakers covered agency leadership, in-house marketing, and commercial strategy. The sessions stayed close to the questions teams are dealing with day to day.
Here’s a topline view of what was covered:
Ben Browning - Revenue Architect & Founder, Be Resonant
Ben broke down how sales and marketing alignment plays out inside agencies, and what changes when both functions work towards the same outcomes.
He challenged the idea of running them separately, pushing instead for a single operating model (Account Based Sales) built around shared pipeline and revenue goals.
Jenny Wood - Global Head of Marketing, Salt
Jenny brought the focus back to brand clarity. As more content becomes automated and reliant on AI LLMs, teams that aren’t clear on who they help and how, quickly blend in.
She advocated for identifying the uniqueness and expertise within agencies’ company brands, and of the personal brands of their consultants.
Kris Holland - Founder, Kitto
Kris tied marketing back to commercial outcomes. Meetings, vacancies, and placements, not just activity.
The point wasn’t perfect tracking, but consistent use of data to show what’s working and have better conversations with leadership.
Panel discussion
Wayne Brophy, Brian Johnson, Jeanette Barrowcliffe, and Victoria Short, shared how marketing is judged inside agencies, specifically, where strategies hold up and where they fall short.
Here are just a few of the hottest takeaways from the day:
-
Marketing only adds value when it connects to how the business makes money.
-
Most gaps happen after the campaign. Follow-up, ownership, and data consistency
-
Marketing and consultants need to work to the same goals, with shared targets and pipeline
-
Leaders look for simple, visible progress over complex plans
For a deeper dive, you can read the full recap here.
Join us at From The Source X LDN in May
Join us in London for the next event in the series, From The Source X LDN.
On the day, we’ll cover:
-
How marketing is being used to generate pipeline, not just activity
-
What’s working across websites, content, and campaigns
-
How teams are aligning marketing and consultants more effectively
-
Where strategies fall short once they hit real-world pressure
There’s also time built in to talk things through with others doing similar roles. Whether that’s comparing approaches, challenges, or what you’re trying to improve this year.
We’re also working more closely with The Lonely Marketers, who are now officially supporting the series.
If this is something you’re working through in your own team, the next session builds on exactly the same conversations.
Learn more about the event here: From The Source X LDN recruitment marketing event May 2026