Overview
Led inbound marketing strategy development for a global shipping firm, coaching corporate marketing and PR teams to build a content-driven lead generation and customer onboarding programme around a new customer portal. Facilitated workshops with line-of-business teams to develop thought leadership content themes, map the customer acquisition journey, and define the content operation required to sustain systematic inbound marketing.
Who This Is For
Global shipping companies, energy consultancies, professional services firms, or B2B enterprises with 500-10,000 employees seeking to reduce dependence on outbound sales and build inbound lead generation through content-driven marketing. Typically with strong domain expertise but limited capability to translate that expertise into a systematic content marketing and thought leadership programme.
The Challenge
The organisation has deep expertise and a strong reputation within its industry but that expertise is not being leveraged commercially. The website is primarily a brochure. Thought leadership content is produced ad-hoc for events or press. The sales team depends on relationship selling and direct outreach. New market entry or customer acquisition requires high effort with low efficiency.
What We Propose
Inbound Strategy Development - Positioning, audience definition, and content themes that establish the organisation as an authoritative voice in its market. Content Journey Mapping - Mapping the buyer research journey defining the content needed at awareness, consideration, and decision stages. Thought Leadership Programme - Structured programme for producing, publishing, and distributing thought leadership content across website, LinkedIn, and sector media. Content Operations Design - Editorial workflow, production governance, and content calendar connecting strategy to consistent content output. Pipeline Measurement - Attribution model and reporting framework connecting content investment to inbound enquiries, lead quality, and pipeline contribution.
Why It Matters
Authority building - A systematic programme that turns domain expertise into visible, discoverable thought leadership. Inbound lead generation - Content that attracts buyers actively researching reducing dependence on outbound sales effort. Sales alignment - Thought leadership connected to the sales cycle supporting pipeline at every stage.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.