Key services
Execution without good strategy is doomed to failure. Strategy without excellent execution is pointless. That’s why I think and do.
Think: I learn about your business and create your go-to-market (GTM) and marketing plan, messaging and brand strategy. I also audit current activity or teams and build an improvement plan.
Do: I deliver multi-channel campaigns and content. Support the development of in-house marketing resources or deliver for those without a marketing function. Plus support executives with spokesperson training to ensure they communicate successfully.
Each of my services are available standalone or as part of a wider plan or longer-term commitment.
If you’d like to hear more about these services, get in touch – I’d love to talk.
Freelance, fractional or interim marketing leadership (CMO/VP support)
You might not be ready for a full-time marketing leader just yet but want to get going building an effective strategy you can run with. Or you have a team in place but think they need the support of a more experienced pair of marketing hands – you just don’t need it full-time. Or you’re between leaders and need support while you find the right long-term person to work with.
I can help you by stepping in to run marketing on a short-term or part-time basis. We’ll agree clear business objectives. Then work with the talent you have or build a team to take the business forward.
Engagements are built around your needs and vary from just a few weeks to months and are usually part-time. You just pay for the days you use. You’re in the driving seat and decide how much time you need and what you spend.
Demand or lead generation strategy and campaigns
I design marketing campaigns that drive demand. Digital. Offline. Events. Or combinations of them all. I also work with sales and customer service to develop highly targeted programmes that drive key account acquisition, or improve renewal and average order value by driving upsell or cross-sell (so-called account based marketing or ABM).
Go-to-market (GTM) strategy
I’ll work with sales, customer service and product to review and improve an existing GTM strategy (or create one if this isn’t in place). I’ll look at market sizing, segmentation and targeting, competitors, and market trends. Consider product market fit. Review messaging. Evaluate tools and processes. Conduct customer and market research to validate recommendations. Then work with the team to drive improvements with revised processes and success metrics, as well as create new sales and marketing content.
Marketing audits and improvement plans
For those customers already marketing I can help them get better results. I’ll review existing plans. Look at your strategy, activity, teams, systems, and processes. Assess their effectiveness. Recommend improvements. Then support teams to implement agreed changes.
Marketing team or agency hiring, onboarding, coaching and management
I have built and managed international teams of different sizes in-house and in-agency. I bring everything I’ve learnt to support customers looking to build out their own teams successfully. Skills audits. Organisation design. Development plans and coaching. Objective setting. Performance management processes. Hiring and onboarding.
Marketing and communications plans
When you have your GTM strategy agreed I turn that into an effective marketing and communications plan. This includes:
Brand strategy: work with you to define your purpose, vision, and values. Profile target audiences and buyer personas. Develop corporate identity and branding guidelines, and audit current activity to identify and action changes. Also support you in engaging employees and partners. Then put in place ongoing management processes and tools to police compliance.
Brand narrative, messaging and storytelling: turn your brand strategy into a clear and compelling value proposition, brand story or narrative plus messaging that hits the mark with your target audiences. I can also support you in rolling this out in your organisation with training and materials.
Spokesperson training and content creation: not everyone is cut out to be the mouthpiece for your company. It’s a skill. It shouldn’t be decided by a job title. I’ll help you identify the talent within the company that have what it takes to tell an effective, inspiring, and on-brand story. I can then give them training and ongoing coaching – because great spokespeople are made not born.
I’ll also work with them to develop personalised content like presentations, podcasts, videos, social media posts and self-publishing e.g. blogs, media articles.
Communications and content marketing strategy: I’ll develop a practical plan to take your brand to market. Content themes. Materials. Digital content production. Social media calendar. Public relations planning. Customer communication. I can just deliver a plan and brief existing teams and agencies or take on production too – you decide.