Strategic marketing planning and advice
Clear strategic recommendations, practical plans and senior challenge to help you choose the right direction and priorities.
Strategy & plans →B2B marketing · SMEs & technology
In B2B you are marketing to a committee.
Strategic B2B marketing for SMEs and technology businesses — built for long buying cycles, several people with a veto, and a sales team that needs the pipeline to be real.
Agreed targets · engagements scoped by outcome, not by hours
A sample of Epitomise customers
The situation
B2B marketing borrowed its habits from consumer marketing, and it shows.
A consumer buys alone and quickly. A business buyer does neither. The person who first reads your content is rarely the person who signs, the decision involves colleagues in operations, security and finance, and the whole thing takes months — most of which happens without you in the room.
Marketing built for that reality looks different. It arms an internal champion with something they can forward. It answers the objections raised by the people you never meet. It measures accounts moving forward rather than counting form fills, and it accepts that a good quarter for marketing may show up in the sales numbers two quarters later.
Epitomise builds that: proposition and messaging aimed at each member of the buying group, demand generation that feeds sales conversations rather than a list, account-based programmes where the target list is genuinely small, and the channel work to reach buyers through partners as well as directly. Account-based marketing for UK SMEs covers how that scales down to a small team.
How we can help
Three ways in, and they combine.
Clients engage Epitomise in three complementary ways, choosing one service or combining them as their needs evolve.
Mentoring, coaching and training
Hands-on support that builds confidence, capability and best-practice ways of working across owners, leaders and teams.
Mentoring & training →Campaign delivery and implementation
Agreed marketing campaigns and execution support delivered within the scope, budgets and approvals we set together.
Campaign delivery →The Transform Accelerator
One framework, four stages, run as a quarterly rhythm.
Discover new opportunities in your business and sustainably increase revenue by following a trusted plan — manageable growth that respects today’s challenges and cash-flow constraints.
- 01 · Review
Get a new perspective on your business. Discover its value to guide the transform strategy.
- 02 · Focus
Identify and prioritise new ideas to design a manageable plan of action to transform your business.
- 03 · Implement
Empower your team, build new processes, create assets and deliver through the most effective channels.
- 04 · Optimise
Test and measure performance, optimising often to grow results and improve return on investment.
What clients say
Three clients, in their own words.
Have worked with Epitomise for over six years and very happy with the level of service they provide. Our marketing campaigns are providing more enquiries than we can handle. Luckily, they are always available to help tailor the marketing to suit our budget and month to month requirements.Anton Van Der WattDirector · Digital AV · quoted in 2021
Steve is a pleasure to work with. His extensive knowledge of marketing, and specifically in our sector, is impressive, and his structured and inclusive style worked well in getting us all to focus on what really makes the difference. I’d recommend him to anyone who is looking for real strategic advice and guidance that comes with practical and clear deliverables.Cindy PhillipsHead of Marketing · OGL
Steve clearly knows his stuff – his expertise, enthusiasm, fresh ideas and detailed research have helped take our strategic marketing to the next level. Very happy with the fantastic service from Epitomise.Michelle RobinsonMarketing Manager · Versinetic
- 16
- client engagements published in full, with the work shown
- Four
- sectors, from EV charging design to domiciliary care
- 11
- guides written and published
- 2017
- the year Epitomise was founded
Selected work
Three businesses that started with a plan, not a campaign.
A sample of engagements across IT services, audio-visual technology and architectural design.
IT services · Windows migration
APP Technology
A joint marketing plan, then successive campaign waves — website content, collateral, webinars, search and display — introducing APPtechnology’s new offerings and building a pipeline of new client opportunities.
Read the case study →
Audio, visual and data technology
Digital AV
A three-year business and marketing strategy, two websites — one commercial, one consumer — and a continuing campaign programme: 40 leads in the two months after the November 2018 launch.
Read the case study →
Architectural design
Escape Design
A strategic marketing plan, then website messaging and campaigns targeted service by service and place by place — 148 enquiries in a three-month snapshot.
Read the case study →What changes in B2B
Four differences that decide whether the marketing works.
- The buyer
- A group, not a person — a champion, a budget holder, a technical assessor and at least one sceptic
- The cycle
- Long and mostly invisible, so content has to work while you are not there
- The measure
- Qualified pipeline and account progression, not raw lead volume
- The route
- Direct and indirect, because in technology the partner channel often reaches the buyer first
Most B2B engagements start with the proposition, because everything downstream repeats it.
Free guide
26 marketing strategies to grow leads & sales in 2026
Hints, tips and best practices, including the strategies, approaches and tools Epitomise uses with clients.
Related
Related pages.
- A B2B marketing expert — the same practice described as a person.
- Channel and partner marketing — when the route to market is a partner.
- Service businesses — B2B where the product is expertise.
Plenty of leads, not enough pipeline?
A short discovery call is usually enough to see where the buying group stalls.
Book a discovery call