Messaging For New Markets

A founder-led B2B events company had grown steadily through referrals, delivering high-impact experiences that reconnected hybrid teams and boosted morale following the COVID-19 pandemic. But as the business looked to scale into new markets, momentum stalled. It's messaging — shaped by long-standing relationships — lacked traction with new decision-makers. The value story was unclear, and the proposition failed to differentiate in competitive bids.

Leadership recognised the issue wasn’t the offer — it was the narrative. Without sharper positioning and buyer-aligned messaging, the brand couldn’t scale beyond its network. It needed a clearer story to cut through, resonate across verticals, and fuel commercial growth.

We began by identifying the root of the messaging breakdown — running stakeholder interviews and market research to surface segment-level priorities, buyer language, and points of friction across the funnel. The insights revealed a clear gap: the brand’s narrative didn’t reflect the outcomes buyers cared about, nor did it support the sales process at scale.

To address this, we developed a modular messaging framework — anchored in behavioural drivers, commercial needs, and clear value propositions for each high-potential segment. In parallel, we refined the company’s positioning to move beyond legacy claims and speak directly to new market expectations.

Workshops with leadership and client-facing teams brought the new narrative to life — equipping them with messaging tools for sales, outreach, and proposals. To test the new direction, we helped design an ABM campaign strategy for Q1, applying the messaging to real customer scenarios and targeting early pipeline opportunities.

In just three months, the refined messaging unlocked over $200K in qualified pipeline — driven by stronger traction across proposals, outbound campaigns, and strategic partnerships. The new narrative helped initiate conversations with larger organisations, including global consultancies and national financial institutions.

Beyond the numbers, the leadership team regained narrative control. Sales conversations became sharper. Marketing moved with clarity. Internally, teams rallied around a shared language — reducing friction and building confidence across functions.

With scalable positioning and buyer-aligned messaging now in place, the firm is equipped to grow beyond its network — with a brand that opens doors, supports scale, and reflects the ambition of what comes next.