Marketing in Practice
Focusing your marketing on what matters
No two marketing problems look quite the same
I work with businesses at different stages, but they usually have one thing in common, something in their marketing isn’t working and needs to change.
It might be a proposition that’s difficult to explain, a website that no longer reflects the business, plenty of marketing activity without enough direction behind it, or simply uncertainty about what to do next.
My role varies accordingly. Sometimes I’m brought in to solve a particular problem. Sometimes I work alongside a business over several years, helping shape the marketing as its priorities change.
Here are a few examples of what that looks like in practice.
Periscope® Mapping
Bringing clarity to a complex technology proposition
Periscope® Mapping previously known as Newgrove, provides Location Intelligence solutions and consultancy to organisations connecting the data behind their key growth decisions,
Working closely with the CEO and Head of Sales, my role has evolved from ongoing marketing support into a broader strategic partnership, helping to shape the marketing direction, identify opportunities and support the company’s growth ambitions.
As the business and technology have developed, I’ve helped sharpen how they communicates the value of Location Intelligence, led a website redevelopment and brand refresh, and created targeted campaigns, content and sales materials to reach different audiences and support lead generation.
The focus has been on creating a clearer and more consistent story across the business. This has delivered measurable improvements, including email open rates increasing by up to 30% and click-through rates increasing fivefold, alongside inbound meeting requests from major organisations.
My involvement
Marketing strategy & go-to-market planning • Positioning & messaging • Website strategy & redevelopment • Brand development • Integrated campaigns • Demand generation • Content strategy • Email marketing • Sales enablement •
David Mansfield
Turning expertise into a stronger platform
David Mansfield is a leading authority on strategic decision-making, with a career that spans global corporates, private equity, venture capital and high-growth companies.
The challenge wasn’t a lack of expertise or ideas. It was creating a stronger platform around them, with clearer positioning and a more consistent approach to reaching the right audiences.
My role combines strategic marketing advice with practical delivery, including website development, thought leadership, content and campaigns, book launches and identifying speaking opportunities. The focus throughout has been on building David’s profile, communicating the value of his experience and creating opportunities for his books, speaking engagements and advisory work.
My involvement
Marketing strategy • Positioning & messaging • Brand narrative • Thought leadership • Content strategy • Website strategy & content • Book marketing • Campaign development • Speaking opportunities •
The Accessus Group
Launching a specialist SaaS brand
The Accessus Group was a new healthcare technology business created to disrupt the market where credibility mattered from day one. The proposition needed to be clear, the brand needed to feel established and everything had to work together from launch.
Working directly with founder, I helped establish the marketing foundations for the new business, defining its positioning, value proposition and brand strategy. I developed the visual identity, website structure and messaging. I also created the launch materials needed to introduce Accessus to the market with a consistent and credible presence.
The result was more than a new brand. Accessus had a clear proposition and marketing foundation it could build on as the business grew.
My involvement
Brand strategy • Positioning & value proposition • Go-to-market planning • Brand identity • Website strategy & messaging • Launch marketing • Content development •
Where I come in
Often the challenge is knowing why your marketing isn’t delivering. Perhaps your business has grown but your positioning hasn’t kept pace, or you’re investing in campaigns and content without a clear direction connecting everything.
I can help you work out what needs to change, develop the strategy and priorities, and put the right activity in place. That might mean tackling a specific challenge, leading a new marketing initiative or providing ongoing strategic support without the commitment of a full-time marketing hire.
Let's Talk
Send me a message below and I'll get back to you as soon as possible. Whether you have a specific marketing challenge or simply want to explore how I could help, get in touch.
