Marketing Strategy
Decide where to focus before you spend.
Marketing that tries to reach everyone ends up reaching no one. We help you choose the segments worth winning, understand who buys and why, and set a plan, a budget and measures you and your board can track.
You might notice the following signs:
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Marketing is busy, but nobody can say what it adds to revenue.
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Sales and marketing disagree about who your best customers are.
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Budget is spread across too many audiences and channels.
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You’ve added products or entered new markets, and the plan hasn’t kept up.
What we do
Customer and market research.
We talk to buyers, users and lost deals to find out what really drives decision-making.
Segments and ideal customers.
Which schools, trusts and organisations to prioritise, and which to stop chasing.
Who buys.
The heads, business managers, trust leaders, and IT leads involved in each decision, and what each needs to hear.
Channels and budget.
Where to put your money, and what to stop doing.
Plan and measures.
A 12-month plan with measures your board can track.
How it fits with messaging
Strategy decides who you’re talking to and where. Positioning & Messaging decides what you say to them. Many clients need both. We’ll tell you which to tackle first.
What you leave with
A clear strategy, a 12-month plan, a way to measure progress, and a handover session so your team can run it. Most projects take six to eight weeks.
Want help running it? Our Fractional CMO service picks up where the strategy leaves off.