Strategy, positioning, and buyer research
What it covers: Market context, audience segments, buyer objections, value proposition, competitor messaging, sales-cycle needs, and campaign priorities.
Activities included: Stakeholder interviews, offer review, message mapping, channel review, content gap assessment, and campaign roadmap planning.
Inputs and deliverables: Product information, customer profiles, sales notes, website data, and business goals become a positioning brief, audience map, message guide, and prioritised marketing plan.
Technology involvement: SEO tools, analytics, CRM data, search data, social listening inputs, and collaboration platforms may support the review.
Value and dependencies: Better clarity improves execution quality; the work depends on accurate product information and access to decision-makers. It does not replace regulated technical or legal advice.
SEO, content, and thought leadership
What it covers: Search strategy, content architecture, educational articles, service pages, comparison content, FAQs, case-oriented narratives, and sales enablement resources.
Activities included: Keyword research, content briefs, editorial calendars, on-page recommendations, internal linking plans, copywriting, review coordination, and content refresh planning.
Inputs and deliverables: Offer details, subject-matter input, existing website data, and buyer questions become content plans, copy drafts, page briefs, and optimisation notes.
Technology involvement: CMS platforms, SEO tools, analytics, search console data, writing workflows, and project-management tools support planning and delivery.
Value and dependencies: Content helps buyers understand complex energy decisions; results depend on authority, publishing consistency, website quality, competition, and review speed.
Paid media, campaigns, and conversion journeys
What it covers: Search ads, paid social, campaign assets, landing pages, lead forms, email nurture, retargeting structure, and campaign reporting.
Activities included: Campaign planning, audience logic, creative briefs, keyword groups, landing page recommendations, tracking checks, budget pacing notes, and performance reviews.
Inputs and deliverables: Sales goals, geographic scope, audience filters, budget, prior ad data, and offer details become campaign plans, assets, landing page copy, and reporting views.
Technology involvement: Advertising platforms, CRM tools, marketing automation, analytics, tag managers, and dashboard tools can be used where access is available.
Value and dependencies: Campaigns can test messaging and demand, but performance depends on budget, market demand, offer fit, website quality, competition, and sales follow-up.
Marketing operations, analytics, and reporting
What it covers: Campaign calendars, workflow management, approval processes, analytics setup, reporting dashboards, CRM alignment, and optimisation cycles.
Activities included: Tracking review, KPI definition, dashboard planning, data-source checks, recurring reporting, meeting notes, issue logs, and optimisation recommendations.
Inputs and deliverables: Platform access, CRM fields, campaign structure, sales stages, and leadership reporting needs become tracking plans, dashboards, reporting packs, and action logs.
Technology involvement: Analytics, CRM, marketing automation, BI dashboards, spreadsheet systems, and project-management platforms may support the workflow.
Value and dependencies: Better reporting improves decision-making; accuracy depends on clean data, correct tracking, consistent sales updates, and defined attribution rules.