- → We decide before executing: positioning and messaging first, channels second.
- → Two or three channels done properly beat eight lukewarm ones.
- → Search is now fought on two fronts: Google and AI answers.
- → We also build tools, so we can automate the execution instead of billing it by the hour.
- → Final deliverable: a prioritised action plan, executable by your teams, not a report.
The problem is almost never the channel
When a company tells us “LinkedIn doesn't work” or “SEO returns nothing”, the channel is rarely the culprit. When we look closely, it's almost always one of these four things:
- The promise is vague. The site and your communications describe an activity, not a problem solved. Prospects can't tell whether it concerns them.
- The audience is too broad. Speaking to everyone produces a message no one recognises as their own.
- The channels don't match the sales cycle. A six-month, multi-stakeholder sale isn't worked like an impulse purchase.
- Nothing is measured in the right place. Impressions and clicks get counted, qualified meetings and what they cost never do.
Until these four points are settled, adding a channel just adds noise. So the work starts with decisions, not a content calendar.
The diagnosis
Establishing a factual starting point, with no value judgement on what was done before.
What your customers say, not what your site says
Interviews with your salespeople and, where possible, with recent customers. Why they chose you, what made them hesitate, who they compared you with. This is the raw material of positioning.
The real state of your acquisition
Where enquiries come from today, which ones convert, at what cost, and how long they take to close. Many companies discover at this point that their best channel isn't the one they're funding.
The competitive landscape and the open ground
What your competitors say, in what words, on which queries they're visible, and above all the ground nobody occupies. You take a position where there's room, not where everyone is already talking.
Positioning and messaging
This is the step that decides everything else, including your site's content. We come out of it with written, testable wording, not concepts.
- The core promise: what you make possible, in one sentence a customer could repeat to a colleague.
- The priority audiences, ranked by value and ease of access, with what triggers the purchase for each.
- A messaging grid by audience: the problem as they experience it, the proof that convinces them, the objection that blocks them and how to answer it.
- The proof to produce or surface: numbers, case studies, references, guarantees.
If a website redesign is planned, this work directly becomes its specification. It's also why we recommend running the strategy before the redesign, not the other way round.
The acquisition plan
Once the messaging is settled, choosing channels becomes a technical question rather than a matter of fashion. We keep two or three, the ones that match your sales cycle, and we favour those that compound over time: content that ranks is still working two years later, a campaign stops when the budget stops.
For each channel kept, the plan sets out the first actions in order, who runs them, and what we watch to know whether it's working. The measurement plan is part of the deliverable: without it, you won't know what to stop in three months. And when the priority channel runs through your website, the positioning work directly becomes the specification for its redesign.
Search is now fought on two fronts
Traditional SEO means showing up in a list of links. GEO, for Generative Engine Optimization, means being cited inside a generated answer. These engines don't rank ten results: they compose an answer and cite a few sources. Appearing there requires clear, structured, factual, up-to-date pages, and a presence on the sources these engines consult. You work on both together, with the same content, not one instead of the other.
How much time does your marketing team spend on automatable tasks?
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Open the AI ROI calculatorAI-native execution
This is what sets us apart from a consulting firm: we also build the tools. Once the plan is set, much of its execution can be automated rather than billed by the hour. What we set up most often, in an augmented marketing team:
- Personalised content at scale. Emails, articles and posts generated from your data and matched to your tone. The team reviews, decides and publishes.
- Programmatic SEO and GEO. Targeted pages produced at scale from your data, optimised for Google and for being cited by assistants.
- Lead scoring and routing. Every lead is scored and reaches the right salesperson within minutes, no manual triage.
- Automatic CRM enrichment. Records fill themselves in, with no manual data entry.
- Acquisition reporting. The dashboard updates itself, with the metrics from the measurement plan.
Nothing is automated for show: every building block must hand measurable time back to a specific person, or we don't build it.
And because acquisition is long-haul work, not a sprint, this execution can continue as a monthly subscription: continuous content and SEO/GEO, automations maintained, reporting, and a regular review of the numbers to decide what's next.
What you leave with
A deliverable is judged by what it lets you do the following Monday. Not by its page count.
Frequently asked questions
How much does marketing strategy consulting cost?
The budget depends on scope: how many audiences and markets to cover, the depth of the diagnosis, and how much execution you hand over (content, SEO, GEO, automation). We scope this in a free 30-minute call, at the end of which you receive a firm proposal.
How is this different from a traditional marketing agency?
A traditional agency sells execution on a channel, often before anything has been decided. We start with the diagnosis and the positioning, then recommend only the channels that hold up for your sales cycle. And because we also build tools, we can automate the execution instead of billing it by the hour.
What is GEO, or ranking in AI answers?
GEO, for Generative Engine Optimization, means working on your presence in the answers of assistants like ChatGPT, Perplexity or Gemini. These engines don't rank ten links: they compose an answer and cite a few sources. Being cited requires clear, structured, factual, up-to-date pages, and a presence on the sources these engines consult. You work on it alongside traditional SEO, not instead of it.
Should you redesign your website before working on strategy?
It's the other way round. Positioning and messaging decide the site's content, and therefore its structure and design. Redesigning first means freezing undecided messages into code. When the two run together, the strategy work becomes the specification for the redesign.
Do you work with marketing teams already in place?
It's the most common case, and the most effective. We don't replace your team: we give them the decisions they're missing and the tools that save them time. They execute, they measure, and they carry on without us.
What actually happens at the end of the engagement?
You leave with the positioning document, the messaging grid by audience, the prioritised acquisition plan with the first actions in order, the measurement plan, and the automations set up where relevant. Then, two paths: your teams execute, or we run the execution on a monthly subscription — content, SEO, GEO, automation and reporting.
About pricing. We don't publish a price list: every engagement is quoted after a first call, on its real scope, and the proposal is firm. The execution mechanics described here (SEO, GEO, content at scale, automation) are the ones we build for our clients, detailed in our case studies.