Marketing Strategy
Experimentation-driven strategy that starts with your business, not a playbook
The Challenge
Most marketing strategies fail because they are borrowed. What worked for one company in one market gets copy-pasted into a different context. The playbook from your last company does not automatically transfer. Worse, many businesses confuse tactics with strategy. Running ads, starting a podcast, or launching an influencer program is not strategy. It is a list of activities.
A real marketing strategy starts with understanding your business model, your customers’ actual decision-making process, and the strengths of your organisation. It requires the discipline to say no to 90 percent of the ideas on the table and double down on the ones that can actually move the needle.
Without that foundation, you spend money without clarity. You make decisions on gut feel instead of data. And worst of all, you burn out your team by pulling them in multiple directions at once.
Our Approach
Business-First Diagnosis
We start by understanding your business model, margins, sales cycle, and team composition. Marketing does not exist in isolation. We dig into your unit economics, your customer acquisition cost targets, and how many leads you actually need to hit your goals.
Customer Research
We talk to your customers and identify what actually matters to them. Real motivations, objections, and decision triggers. We synthesise this into a buying process map that shows where marketing can actually influence decisions.
Channel Identification
Based on your ICP and business model, we identify which 2 to 3 channels give you the best shot at traction. We ignore the rest. We rank channels by cost, reach, and fit with your customer’s behaviour.
Experimentation Design
We build a series of low-cost experiments with clear success or failure criteria. Each experiment has a hypothesis, a budget, and a success threshold. By the end of 90 days, you have a proven playbook, not a guess.
Measurement and Iteration
We set up outcome-focused metrics and review cadences. Weekly reviews, monthly deep dives, and quarterly strategy reset sessions tracking customer acquisition cost, sales cycle length, deal size, and retention.
Who This Is For
Series A to B startups scaling past founder-led sales who need a repeatable marketing engine that fills the pipeline with qualified leads, not random inbound.
B2C brands entering new markets or channels who need to test and validate before investing in full-scale campaigns.
Companies whose current marketing is not generating pipeline and leadership is starting to question the spend. Fix the strategy before fixing the tactics.
Teams with tactics but no cohesive strategy who run social, ads, content, partnerships, and events separately with no clear connection to business outcomes.
Businesses preparing for their first major marketing hire who need to build the playbook before bringing in someone to execute it.
What You Get
Full Business and Market Diagnosis
A comprehensive assessment of your business model, competitive landscape, and market opportunity.
Customer Research and ICP Refinement
A clear articulation of who your ideal customers are and how they actually make decisions.
Channel Strategy with Prioritisation
Specific channels ranked by opportunity, with detailed reasoning for why they work for your business.
90-Day Experimentation Roadmap
A clear action plan with specific tests, budget allocation, and success criteria.
Marketing Measurement Framework
The metrics that actually matter, tracked against your business goals.
Monthly Strategy Reviews
Regular check-ins to review results, adjust tactics, and stay aligned with your goals.
Go-to-Market Team Composition
Guidance on what roles and skills you need to execute the strategy effectively.
See it in action
When a gut health brand needed to re-engineer its entire go-to-market to win on Amazon DTC, we rebuilt the strategy from scratch and delivered a national retail listing within the same year.
Read the full case studyCommon Questions
Let’s build your strategy
Ready to move beyond borrowed playbooks and build a strategy fit for your business?
Work with us