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B2B Marketing
Trusted by sales and marketing teams at leading companies
A long sales cycle is a messaging problem in disguise.
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Every extra month in the pipeline is headcount, budget and board pressure you don't need. And the fix is usually clearer messaging at the right moment.
The meeting went well. The follow-up landed. Then nothing. The prospect is still in there somewhere, they just need something that keeps them moving. The content you sent them isn't doing that job.
The champion loves it but the CFO has questions. Legal wants a totally different angle. You're selling to five people with five different priorities and the content wasn't really built for any of them.
You've got proof, it's just not the right proof. The outcomes aren't relevant, the industry doesn't match, and the story doesn't connect with the person reading it.
Emails going out. Metrics look fine. Nothing's happening. The sequence was built around what you wanted to say, not what a buyer needs to hear.
By the time a buyer talks to sales, 81% already have a preferred vendor. The content they've seen before that conversation is doing the selling. And if it isn't working hard enough, the cycle gets longer.
Built for how complex B2B deals move. Which is rarely how the campaign calendar works.
Role-specific email sequences built around the questions buyers really ask at that stage. Designed to keep the right people warm and move the hesitant ones closer, one conversation at a time.
Proof structured around the outcomes that matter to the next buyer. Specific enough to be credible. Flexible enough to work across industries and stakeholder types.
Different people. Different priorities. One consistent story told in the right language for each. Pitch decks, one-pagers and executive summaries that speak to the CFO as clearly as they do to the champion.
If the pipeline's moving too slowly, here's where we usually start.
Role-specific, stage-aware email flows that keep the right people engaged between conversations.
Evidence structured around buying criteria. Built to travel inside a deal and hold up in front of a committee.
Short, sharp, stakeholder-specific. The CFO version. The IT version. The one that goes to legal.
Words that work without the presenter in the room. Because sometimes that's exactly what happens.
Getting clear on who's in the room and what each of them needs to hear before writing a word.
A connected content system that carries a consistent story from first touch to signed contract.
I've spent a decade writing for organisations where the buying process was long, the committee was large and the margin for vague messaging was zero. Meta. Google Cloud. Enterprise security, AI infrastructure, HR tech.
I know where deals stall. Usually somewhere between the champion saying yes and everyone else needing convincing. The right content at the right moment changes that.
More about me
Send me a nurture email, a case study or a piece of collateral that's not quite landing. I'll share some honest notes on what's working and what isn't.
No pitch, no obligation. You decide if the notes are useful.
If the pipeline's slow, the messaging is usually why. Let's find out.
Most long B2B sales cycles aren't a sales problem — they're a messaging problem. When content doesn't speak to each stakeholder's specific concerns, deals stall between conversations. The buying committee keeps growing while the content stays generic.
81% of B2B buyers have a preferred vendor before they talk to sales. The content they've seen before that conversation does the selling. If it isn't specific enough, credible enough or relevant enough, the cycle gets longer every time.
Nurture content fails when it's built around what you want to say rather than what a buyer needs to hear at each stage. Role-specific sequences — built around the real questions a CFO, champion or legal team actually asks — move deals. Generic sequences don't.
Often, yes. When content goes through multiple rounds of review before it reaches a buyer, it either arrives too late or gets watered down in the process. A senior editorial eye earlier in the process means fewer rewrites, faster sign-off and content that actually lands.
Case studies structured around buying criteria, not marketing milestones. Executive one-pagers tailored to each stakeholder's specific concerns. Nurture emails that answer the question the prospect is actually sitting with. Specific beats generic every time.
Start with one shared narrative — the core story that holds across the whole deal. Then adapt the language, emphasis and proof points for each role. The CFO needs to see risk and ROI. The champion needs to see capability. Legal needs to see process. One story, told in the right language for each room.
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