Demand strategy
Channels can’t fix a message that was never going to work.
When marketing underperforms, the channel gets the blame. The ads, the agency, the algorithm. It’s almost never the channel.
It’s that nobody has decided what the business stands for, exactly who it’s for, or what the other four people in the room need to hear before they’ll agree. Every channel then amplifies the same vague argument to a slightly different audience. More budget makes it louder, not better.
Strategy here isn’t a workshop and a deck. It’s a set of decisions you can act on, written down clearly enough that your salespeople, your writers and your ad accounts all say the same thing.
Scope
What this usually involves
This suits businesses that have been marketing for a while and can feel the message isn’t landing, rather than businesses still working out what they sell.
- Positioning and competitive differentiation
- ICP definition, meaning the businesses actually worth selling to
- Buying committee mapping, who else has to agree and what each of them needs
- Messaging pillars, what we say and in what order
- Funnel and lifecycle mapping
- Content and channel priorities that fall out of all of the above
Proof
WHS B2B Software
I did this for an Australian B2B software business. Customer journey audit, ICP, messaging, then the landing pages, ads and nurture that followed from it.