Services
Marketing strategy for companies scaling past Series B
I work with B2B teams to choose the right tactic for where they are, build the team to run it, and use AI as a differentiator, not a distraction.
How I help
I help B2B companies work out which marketing tactic to run next, and build the team to run it, as they scale from SMB toward enterprise. Most marketing advice is a generic list: five channels, no order, spend evenly and hope. I built the Marketing Pyramid because I got tired of watching teams do that.
My approach draws on more than two decades of marketing leadership in high-growth software companies, sold to technical buyers, backed by early study of machine learning, neural networks, and formal training in psychology. That combination is why the AI positioning work holds up too: it's the same analytical instinct applied to a newer problem, not a bolt-on.
1. Scaling Beyond Inbound
Inbound marketing was once enough. Today it's saturated and standardised - everyone follows the same SEO playbooks, and the easy wins are gone. Scaling beyond inbound means building multi-channel demand engines that combine defensible brand presence, AI-driven visibility, and outbound strategies tuned to your category.
- Why it matters: Reliance on inbound alone leaves companies exposed to diminishing returns.
- How I help: I design growth programmes that integrate inbound with outbound campaigns, AI-driven content visibility, and sales/marketing alignment - so you scale sustainably, not just incrementally.
2. Building High-Performing Marketing Teams
Technology and strategy are only as good as the people behind them. Having built and led marketing teams across SaaS companies, I help organisations structure, coach, and scale their marketing functions.
- Why it matters: In fast-moving markets, the best teams blend creativity, analytical rigour, and adaptability to new tools and channels.
- How I help: From defining roles and capabilities, to hiring plans, to embedding AI into workflows, I work with leadership to build marketing teams for the next decade, not the last one.
3. AI Visibility (GEO & AEO)
Search is no longer the only gatekeeper. Generative Engine Optimization is the long-term work of becoming part of what AI models already know about you; Answer Engine Optimization is the faster, tactical work of surfacing in AI-generated answers today. Both use the same skillset that runs the rest of your marketing, not a separate discipline bolted on top.
- Why it matters: As AI search and assistants mediate more of the buying journey, the brands that appear as default recommendations win trust before a sales conversation even starts.
- How I help: It starts with a one-day LLMO Audit (£1,000): I map how you currently appear across ChatGPT, Perplexity, Gemini, Copilot and Google's AI Overviews against the exact queries a prospect would actually use, and hand back a findings report with what to fix first. From there, I embed your expertise into the sources these systems actually draw on, and build the structured content that earns inclusion in AI answers.
Why work with me
The companies I partner with don't just need another SEO audit or a content calendar. They need someone who's actually done the scaling work, and who understands both the psychology of how buyers decide and the mechanics of how AI systems generate answers. I combine strategic clarity with hands-on execution, helping B2B organisations:
- Choose the right marketing tactic for where you actually are, not a generic playbook.
- Build a marketing team that can execute it.
- Scale demand beyond a saturated inbound playbook.
- Make sure AI systems know you exist, as a differentiator, not the whole strategy.
In short: I help you know what to run, build the team to run it, and use AI to prove you know what you're talking about.