The decision gets made
in a room you are not in.
B2B buyers rank a shortlist before they contact a single vendor. Positioning and messaging. Campaigns and content. AI search visibility. Fractional marketing leadership. Every one of them is a route onto that list, and every one carries a timeline and a test.
Positioning and messaging
2 to 4 weeks
I collect what every competitor in your category already says and put it in one place. Most categories turn out to be running four versions of one sentence. Then we find the sentence still unclaimed, make sure you can back it up, and write the words the business runs on: website, decks, proposals, and the answer to what you do that survives being repeated by somebody outside marketing.
You will know it worked when your own team stops describing the business differently in every meeting, and customers repeat your language back to you.
Built as the sole marketer in a capital projects software company, where the positioning had to survive a room of engineers.
Campaigns and content
4 to 8 weeks per campaign
Every idea faces one question first: would a stranger, with every reason to scroll past, want to know what happens next? Each audience gets its own argument, because the line that makes a security lead sit forward is the line that makes a finance lead reach for the back button. Launches, webinars, events, and the assets that carry them.
You will know it worked when the work is recognisably yours before anyone sees the logo, and pipeline traces back to a specific idea.
One co-branded webinar launch: 300+ registrations and 120+ qualified leads from a combined list under five thousand, a 40% open rate against a norm nearer twenty, and 10% converted to pipeline.
AI search visibility
6 to 10 weeks, then ongoing
Your buyers have started asking full questions. Something now answers with one answer where ten links used to be. This is the work of becoming the source that gets quoted: the questions written as headings, the answers directly beneath them, and structure a machine can read without guessing. Mostly writing, only a little markup. The industry calls it answer engine optimisation or generative engine optimisation, AEO and GEO.
You will know it worked when you are the answer itself, above the ten links.
For a product with no content behind it at all, I built the topic architecture from nothing and it ranked first in ChatGPT, Gemini and Perplexity for the category's core term inside about two months.
Fractional marketing leadership
Ongoing, monthly
Direction and judgement for companies that need a marketing leader's thinking before they can justify the salary. Including building the function from scratch, which I have done as the only marketer in the business. When the work needs a designer, a director, a media buyer or a developer, I bring in people I have worked with for years, and I stay accountable for the result.
You will know it worked when decisions get made faster because everyone knows what the brand is for.
Built and ran an entire marketing function single-handed: positioning, messaging, demand generation, events and the systems underneath them.
Published in full, including the part I get wrong.
Free, about forty minutes. You describe where things stand. I ask a lot of questions. We both stay honest about how much is still unknown.
I talk to a few of your customers and read everything your competitors say. This is the part that changes the outcome, and the part that gets rushed.
Too many ideas on the table, including the wrong ones, deliberately. Then we cut hard until one thing is left standing that belongs to you alone.
Words, campaigns, pages, whatever carries it. A brand lives in what survives contact with a buyer on a Tuesday.
Everything drifts back toward safe within a year. Catching that drift is part of the job, and it is included.
Tell me what your category always says.
You will get a straight read on what I would say back, including when the straight read is that you should walk away. The one I am worst at is paid media. It rewards people who live in the platforms every day. I bring in somebody who does, and I stay accountable for the result.