PROJECTS
Strategic marketing, commercial results
Real businesses, real challenges, real results. How we’ve helped different B2B businesses get clarity, alignment and growth.
Our work
We work with established B2B businesses at different stages of growth. The following projects show how we approach specific commercial challenges and what changes when strategy, positioning and execution align properly.
CASE STUDY
B2B Supplier
Established B2B supplier needing strategic marketing foundations to support growth
The challenge
This business had built strong customer relationships and a solid reputation in their sector. But their marketing was reactive rather than strategic. They didn’t have clear customer segmentation, defined positioning against competitors, or a systematic approach to pipeline development. They needed marketing to become a strategic function that could support their commercial ambitions rather than just responding to opportunities as they arose.
What we did
We conducted comprehensive customer and market research – interviewing key customers across different sectors, analysing two years of revenue data, and mapping the competitive landscape. This revealed six distinct customer segments with different commercial potential and five critical insights about how customers actually chose suppliers. We developed ideal customer profiles, created segment-specific value propositions, mapped customer journeys to identify opportunities, and built a strategic marketing framework that connected brand positioning to practical pipeline development.
The impact
The business had a strategic marketing foundation, something that hadn’t existed before, and clearer understanding of which customer segments offered the best growth potential and why. They were able to work with positioning that articulated competitive advantages their customers engaged with. And they benefitted from a systematic approach to pipeline development with defined lead scoring and conversion tracking. Finally, they had a practical marketing plan to execute against without building a large internal team.
CASE STUDY
Commercial consultancy
Commercial consultancy ready to bring sales, marketing and leadership into closer alignment
The challenge
This consultancy had a strong reputation and experienced consultants, but as the business grew, alignment between sales and marketing struggled. Messaging varied across conversations and materials and marketing activity wasn’t clearly anchored to sales priorities. There wasn’t a shared view or understanding of where opportunities could come from next. The result was friction between teams, uncertainty around pipeline quality and effort being unfocused. They needed clearer commercial direction and a way for sales and marketing to work together more effectively.
What we did
We worked with leadership, sales and marketing to review their commercial model, running workshops to agree priorities, routes and activity to market, and clarifying messaging so everyone was describing the business in the same way. We developed a clear revenue roadmap that connected strategic objectives to practical action, supported by sales enablement assets that reflected the customer’s buying journey.
The impact
Sales and marketing agreed and worked with a clearer, shared commercial view of the business. Messaging was consistent, priorities were easier to agree, and conversations with the market and prospects felt more focused and credible There was greater confidence in pipeline quality and a clearer sense of where future growth would come from. There was less debating the direction and more time doing the work.
CASE STUDY
Manufacturer
Manufacturer seeking clearer priorities across products, markets and propositions
The challenge
This manufacturer had a broad product portfolio and a long-standing position in its market. There was ambition to move the business forward, but no clear agreement on where effort should be focused or which opportunities mattered most. Marketing activity was unfocused and lacked clarity. Products were promoted in different ways, priorities were poorly communicated, and there was no common view on which markets and propositions were worth backing.
What we did
We worked with the business to review the product range and agree clearer priorities across products and markets. This involved looking at how different offers were being positioned, where effort was being spread too thinly, and what genuinely deserved focus. We helped clarify how the business should present itself in different markets, so teams had a clearer reference point for decisions and day-to-day activity.
The impact
The business moved away from a broad, unfocused approach and towards clearer priorities. Leadership had a better handle on where effort and resource should be directed, which made decisions more straightforward and consistent. Teams had clearer guidance on how products should be positioned and which markets to focus on. Marketing activity became more disciplined and easier to manage, with fewer competing messages and less internal debate about direction.
Working with us
Most engagements start with a conversation about where your business is and what you’re trying to achieve. We’ll talk through your commercial goals, current marketing situation, and specific challenges. This helps us work out which services make sense.
Project-based work
For strategy development or positioning, we run workshops with your leadership team, conduct market and customer research, and develop the frameworks and plans you need. Projects typically run 6-12 weeks with clear milestones throughout.
Ongoing support
For sales and marketing alignment or activation support, we work on a retained basis – embedding with your team weekly, fortnightly or monthly. You get consistent senior-level input without the commitment of a full-time hire.
What you can expect from us
We’re direct about what will work and what won’t. If we don’t think we’re the right fit, we’ll tell you. If there’s a better way to achieve what you’re after, we’ll suggest it – even if it means a smaller engagement.
What we bring to the table
Breadth of experience
Sector expertise
Strategy and execution
Growth and change
Let’s start the conversation
If you’re ready to bring more clarity to your marketing, we’d love to hear from you. Use the form and we’ll get back to you within one working day.
Email us
hello@cornerstone-marketing.co.uk