The Demand Chain
B2B marketer through and through. Sixteen years from placement student to founding Ziggy, the performance marketing agency for Stripe, Bloomreach, Canon and World Courier, on a thesis that marketing has to speak the commercial language of the board.
“Without data you have opinions. With it you have decisions.”
Victoria Dyke is Co-Founder of Ziggy, the global award-winning performance marketing agency she founded in 2019 (while pregnant with her first child) on a thesis that B2B marketing has to be obsessed with revenue and accountable to the board. Sixteen years across software, agency and now founder, Ziggy scaled to a multi-million-revenue agency partnering with Stripe, Bloomreach, Canon and World Courier inside its first five years.
Victoria spent her early career on the client side. A placement student at ProspectSoft in 2009 became Marketing Assistant, then Channel Manager and Marketing Specialist, and by 2013 Head of Marketing leading the UK marketing team and partnerships. In 2015 she moved to Ledger Bennett briefly as Programme Manager, then to CommuniGator as Head of Marketing on the senior management team, owning the UK marketing function and partnering with the commercial team on board reporting.
In 2017 she returned to Ledger Bennett as Director of Client Success on the senior leadership team, owning the Client Success Department and UK revenue line from both new and existing business across enterprise B2B demand generation. Four years there gave her the agency-side and enterprise muscle she would need next.
In January 2021 (while pregnant with her first child) Victoria co-founded Ziggy on a thesis that performance marketing for enterprise B2B had to be obsessed with revenue, commercially accountable, and aligned to client outcomes from the off. Ziggy was listed as a Rising Star agency in 2021 and has scaled to multi-million-revenue with clients including Stripe, Bloomreach, Canon and World Courier, picking up awards from the UK Agency Awards, UK Paid Media Awards and Engage Awards. The agency has been fully remote since launch.
“Get obsessed with outcomes.”
“Stop the lead-quality debate. Solve the pipeline together.”
The leadership conversation is not about volume at each stage of the funnel. It is about ratios: opportunity-to-close-won, win rates on pipeline, velocity. Once a marketer can answer those questions, the conversation moves from defensive to predictive. Ziggy’s founding thesis is that the CMO who can sit in a board meeting with the same numbers as the CFO and the head of sales has earned the right to a bigger budget. The marketer who turns up with leads has not.
“You have to capture intent and create future demand. The merger of B2B and B2C is happening.”
Performance marketing built compounding efficiency through testing and iteration. That is the floor, not the ceiling. With 79 per cent of B2B buyers arriving well-researched and AI changing the discovery layer, the brands that win will pair always-on performance with bigger quarterly moments: creative-led PR, guerrilla, billboards. The boring evergreen and the loud quarterly. Both running together.
“Optimising performance is not the same as growth. Optimising into churn is the opposite of growth.”
Victoria’s US software case study: the client was winning a segment, the campaigns looked great, the pipeline numbers were healthy. Dig in and the customers were churning inside twelve months. That is not profit growth, it is expensive volume. Looking at marketing through real business unit economics (LTV, retention, expansion plays) reveals different segments to scale into and different ones to walk away from. Acquisition is the start of marketing, not the end.
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