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B2B Marketing
Trusted by marketing teams at leading companies
When the message drifts, it's death by a thousand cuts.
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Most messaging drift isn't dramatic. The product just kept going gangbusters and no-one had time to update the story.
The homepage was written two product cycles ago. It's technically accurate, it's just not true anymore. And prospects can tell, even if they can't say why.
New feature. New capability. New market. But the message is three launches ago so nothing quite lands the way it should.
Marketing says one thing. Product says another. Sales has started just making shit up. Nobody's wrong exactly, but the inconsistency is costing you credibility at exactly the worst moment.
What got you here was right at the time. But the ICP has changed, the product's evolved and the story hasn't caught up. You're winning deals in spite of the messaging, not because of it.
You need someone to get in front of the content and work out what the story should really be.
Senior thinking first, clear writing after.
A structured rethink of what you do, who it's for and why it matters now. Not a rebrand or a tagline exercise. A clear, considered answer to the question buyers are really asking.
One source of truth for what you say and how you say it, for all your channels. Role-specific enough to be useful to everyone (and used by everyone).
The words that carry the new story into the world. Homepage, product pages, key campaign copy. Written with search and AI visibility in mind, not just conversion.
If the story's fallen behind, here's how we help it catch up.
A structured process to define what you do, who it's for and why it matters, aligned across every team.
Clear, intent-led copy that reflects the product you have now, not the one you launched three years ago.
One framework. Every team. No more "it depends who you ask".
Copy shaped from the positioning up, so launches land the way they should.
Getting clear on who you're really talking to and what they need to hear. Before writing a word.
Restructuring existing pages so they perform in both traditional search and AI-driven environments.
I've spent a decade writing for organisations where the product was constantly evolving and the story had to keep up. Meta. Google Cloud. HR tech, AI infrastructure, compliance platforms. Spaces where outdated positioning gets found out fast.
I know what messaging drift looks like from the inside. The homepage that nobody's touched in two years. The launch that didn't land. The positioning doc everyone's working from but nobody quite believes. My job is to fix that.
More about me
Send me a homepage, a campaign page or a piece of positioning copy. I'll share some honest notes on where the story's holding (and where it isn't).
No pitch, no obligation. You decide if the notes are useful.
If your story's not holding anymore, let's fix it.
Messaging drift is what happens when a company's product or market position evolves faster than the story holding it together. The website starts describing what you used to do. Launches are limp. Sales teams start freelancing the pitch. Nobody made a bad decision, it's just the product kept moving and the messaging didn't keep up.
The signs are usually subtle. Your homepage feels a bit off but nobody can say exactly why. A recent launch didn't land the way it should have. Marketing, sales and product are all describing the company slightly differently. You're winning deals in spite of the messaging, not because of it.
Because product development moves faster than positioning work. Teams are focused on shipping — features, launches, campaigns — and nobody has the bandwidth to stop and ask whether the story still reflects what the company actually does. It's not negligence. It's just how fast things move at a scaling company.
A rebrand changes the visual identity — the logo, colours, name. A positioning reset clarifies the story — what you do, who it's for and why it matters now. Most companies that think they need a rebrand actually need a positioning reset. The visual stuff comes after the thinking, not before it.
A messaging framework is a single source of truth for what your company says and how it says it — across website, sales, campaigns and product. It means marketing, sales and leadership are all working from the same story. Without one, each team develops their own version, and the inconsistency costs you credibility at the moments it matters most.
When your website describes what you used to do, it's targeting the wrong search intent. AI systems like ChatGPT and Perplexity surface pages that clearly and specifically answer what buyers are searching for now. Pages built around outdated positioning get overlooked — by search engines and by the buyers using them to build shortlists.
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