What matters most
We start with your business model, audience and the specific bottleneck. We turn that understanding into clear priorities and a practical engagement plan.
Start with a marketing audit grounded in the business
We begin with your business model and the decisions you need to make. Which products should grow? Which customer segments are commercially attractive? Where are you missing demand, trust or qualified conversations? We then review your website, content, campaigns, CRM and existing reporting. Findings are separated from assumptions, and missing information is recorded rather than silently filled in. The audit looks beyond individual channels. It identifies gaps between your offer, messaging, conversion experience and sales handover. Strong click-through rates have limited value when prospects enter conversations with the wrong expectations. Input from sales, customer success and product teams helps explain those gaps. The outcome is a prioritised assessment of opportunities, constraints and useful immediate actions.
Build positioning and messaging around customer decisions
Positioning defines who your offer is especially relevant to, the problem it solves and why buyers should choose it over alternatives. We examine direct competitors alongside existing tools, internal workarounds and the decision to keep things as they are. This creates a more realistic competitive picture than comparing feature lists between similar software products. A messaging framework translates technical capabilities into business consequences. It records your core promise, supporting evidence, common objections and relevant language for different buying roles. Your team can apply it across website pages, campaigns, presentations and sales conversations. Product claims are checked against available information and customer evidence. The objective is a credible, distinctive story that people can understand and use consistently.
Connect ideal customers and buyer personas to the buying process
An ideal customer profile describes companies whose problems, requirements and commercial circumstances fit your offer. Buyer personas explain the people who research, evaluate, influence and approve the purchase. We consider company characteristics, buying triggers, existing systems, internal constraints and the outcomes each stakeholder needs to justify a decision. Customer conversations and CRM records provide a starting point. Where evidence is limited, we create testable hypotheses and identify interviews or campaign experiments that could validate them. This produces a working tool for topic selection, targeting, qualification and sales enablement. Exclusion criteria matter too: a company can be reachable without being a sensible customer. Clear boundaries help your team focus attention and budget on the opportunities that fit.
Turn growth strategy into an achievable sequence
Growth priorities should reflect the maturity of your business. A new product needs different learning steps from an established provider with a working sales process. Together, we assess options such as entering another segment, building demand in an existing market, improving conversion or expanding within current accounts. Effort, dependencies and uncertainty are part of that assessment. We translate the choices into a roadmap with owners, budget assumptions and decision points. Each experiment has a clear hypothesis and an evaluation criterion. The plan explains what starts first, what must be ready and when to change direction. This gives your team a practical sequence for execution and prevents a long channel wishlist from consuming resources without a shared commercial purpose.
Create KPIs and reporting that support decisions
We derive metrics from your business goals and distinguish early signals from commercial outcomes. Reach, website visits and downloads can provide useful information; qualified conversations, opportunities and customers describe different stages of progress. Shared definitions, reliable data sources and clear ownership help marketing and sales interpret those events consistently. A useful reporting framework explains changes and informs action. It makes clear which conclusions the evidence supports and where attribution gaps or small samples limit interpretation. Regular reviews compare assumptions with observed outcomes and adjust priorities. Measurement becomes a management tool for choosing the next action, with an agreed review rhythm and a manageable set of indicators rather than an expanding collection of disconnected dashboards.
Use AI-assisted planning with informed human review
AI can help organise interview notes, prepare research questions, group topics and explore planning scenarios. I incorporate this support where it simplifies work and its value can be assessed. We agree how confidential information, source material and approval responsibilities will be handled before using tools in the planning process. Strategic decisions remain with the people accountable for the business. AI-generated competitor information and market assumptions are checked before they influence recommendations. Your team receives a documented working plan that distinguishes facts, assumptions and unresolved questions. We can start with a focused strategy workshop, a broader audit or a clearly defined growth challenge, then agree the support needed to put the resulting priorities into practice.
What you get
- Marketing audit with prioritised opportunities and constraints
- Ideal customer profile and buyer personas with buying criteria
- Positioning and messaging framework
- Growth roadmap with owners and budget assumptions
- KPI definitions, measurement plan and review rhythm
- Documented AI-assisted research and planning workflows
How we evaluate success
Before starting, we define the business outcomes that matter, available data and measurement limits. Reporting distinguishes activities, useful intermediate outcomes and contributions to the business.
How we start
We begin with your product, your current situation and the most pressing challenge. You then receive a proposal with priorities, scope and clear responsibilities. Whether a focused project or ongoing support makes more sense depends on your goals and resources.
Frequently asked questions
Who is this strategy service for?
SaaS, IT and technology companies that need clearer positioning, more focused marketing or help with a specific growth constraint. Scope depends on your business model, available evidence and resources.
Do we need an existing marketing team?
No. I can work with founders, management or an established team. We need clear points of contact and access to the information relevant to the agreed questions.
Can you support implementation?
Implementation can be agreed separately through specific projects, ongoing advice or collaboration with your team and relevant specialists.
What does a B2B marketing strategy for our SaaS business include?
Depending on the brief, it includes an audit, ICP and buyer personas, competitor analysis, positioning, messaging, channel priorities and a KPI framework. You receive a prioritised plan with assumptions and ownership.
How does a marketing audit with Patrick Wings work?
We examine goals, customers, content, campaigns and available website and CRM data. Findings separate evidenced problems, open questions and priorities. Access and scope are agreed in advance.
How much does a marketing strategy project cost?
Fees depend on research, markets, stakeholders and deliverables. You receive an individual proposal after the brief. An existing strategy or useful customer evidence may affect the required scope.
