About two-thirds of the discovery calls I run with prospective clients start with something like "we've tried marketing before and it didn't work," followed by "but we know we need to do something." A deeper dive generally uncovers a familiar playbook:
Hire a marketing generalist, junior FTE, or content lead.
Write content about the product (features first, not much value).
Blast to an unqualified list without personalization or context.
Run paid - because if organic isn't working, that must be the answer.
Try harder when it doesn’t land.
This sequence optimizes for motion, not momentum, and the vanity metrics surfaced as indicators of success rarely translate to pipeline or bookings.
Here’s the alternative I run with clients:
Start with value. What is the compelling value proposition of your solution? How does it address the pains and gains of each member of your targeted buying committee?
Lock the message. Create a simple message map your team can repeat. Taglines and soundbites only help if they amplify the core story.
Design for the journey. Build a channel strategy that meets customers where they are and create the assets that your team needs and each step.
Run one hero story across channels. Anchor to a single, value-based message. Cascade from a hero asset, to shorter supporting pieces, plus enablement kits for sales and success teams.
Build trustworthy dashboards. Measure everything against revenue-aligned KPIs. Keep and scale what works. Stop what doesn't.
When you flip the script, three things happen fast:
(1) Your content gets shorter and clearer.
(2) Channels feel less random because they tie back to one story.
(3) Conversion improves because customers see outcomes.
If your current plan sounds like “produce more and try again,” you don’t have a production problem. You have a positioning and strategy problem. Fix those first.
Invitation: If you're ready to build a scalable growth engine, start with a GTM Readiness Assessment. It’s a fast, up-front investment that surfaces the gaps and gives you a working plan before you hire or lock into a long-term retainer.