Specialism 01
GTM & commercial strategy
Who will you approach, with what story, through which channel, and in what order?
“We have a good product, but no sharp view of which customers we should approach first and what we should say to them.”
What I design
- Ideal Customer Profile (ICP) and segments
- Proposition and message per segment
- Channel choice and priorities
- Goals and agreements between marketing and sales
What I do
- Audience and market research
- Build and prioritise account lists
- Map decision-makers and their role in the purchase
- Write out messages, pitch copy and web copy
- Draw up an action plan your team can carry out
What you get
Deliverables can include:
- ICP and segmentation
- Messaging per segment
- Prioritised account list
- Action plan with owners
Specialism 02
LinkedIn lead generation
Building lists is the easy part. The point is that the right people have a reason to respond.
“We are active on LinkedIn, but it produces few real conversations with decision-makers who are a good fit.”
What I design
- Which accounts and decision-makers you approach
- Which trigger and which story you use
- The role of profile, content and direct messages
- Cadence, follow-up and the handoff to sales
What I do
- Research accounts and decision-makers, for example with Sales Navigator
- Write connection requests and message sequences
- Sharpen profiles and content lines
- Organise follow-up and replies
- Record conversations in your CRM and adjust based on what works
What you get
Deliverables can include:
- Audience and account selection
- Written message sequences
- Content lines and profile tips
- Follow-up agreements
I work within LinkedIn's terms of use: no mass automated connection requests or messages.
Specialism 03
Email marketing & lead nurturing
A good nurture sequence is not a series of reminders. It is a series of reasons to keep talking.
“We send separate campaigns and newsletters, but leads do not get warmer and sales does not know when to call.”
What I design
- Which segment gets which story
- Moments in the buying journey that justify an email
- When sales takes over
- Consent, frequency and unsubscribing
What I do
- Write email copy and subject lines
- Design and build nurture and follow-up sequences
- Set up segments and test contacts
- Set up A/B tests
- Analyse results and rewrite emails
What you get
Deliverables can include:
- Nurture setup per segment
- Written and tested emails
- Built flows with entry and exit rules
- Handoff agreements with sales
Specialism 04
AI & marketing automation
AI is not the goal. It is a way to make research, writing and follow-up faster and more consistent.
“Everyone on our team uses AI a bit, but not in a way that really saves time or gives better results.”
What I design
- Where AI saves time or improves quality, and where it does not
- Which steps you automate and which stay human
- Agreements on review, and on which data may go into tools and which may not
What I do
- Account and audience research with AI
- Prompts and working instructions for your team
- First drafts of messages and emails that we sharpen together
- Structure and enrich data
- Automations between your tools
What you get
Deliverables can include:
- Ways of working with AI and a prompt library
- Built automations
- Guidelines for responsible use
A person checks every AI result before it goes to a customer or prospect.
Specialism 05
CRM & commercial processes
Strategy and campaigns only pay off when follow-up does not leak.
“Leads come in, but nobody knows exactly who follows up on what, and the data in our CRM is unreliable.”
What I design
- Stages and qualification criteria
- Ownership and the handoff from marketing to sales
- Which data you actually need
What I do
- Set up fields, pipelines and segments
- Clean and import data
- Automate tasks, routing and notifications
- Build dashboards on reliable data
What you get
Deliverables can include:
- A working structure in your existing CRM
- Working agreements
- Documentation and handoff
I work in your existing CRM: Pipedrive, HubSpot or ActiveCampaign. Replacing it is rarely necessary. What is possible depends on your subscription, your data and your integrations.