You’re launching something new.
The product is ready. The market isn’t quite sure why it matters.
GTM strategy & hands-on marketing for B2B techYour product is ready.
Your product is ready.
Your buyers aren’t moving.
We help B2B tech companies turn interest into customers. Clearer messaging. Campaigns that reach the right people. Sales materials that answer the hard questions. And follow-up that keeps things moving.
Experience working with teams including
Who it’s for
Sound familiar?
You’re growing.
What worked when the company was smaller is now held together by people, spreadsheets and Slack messages.
You’re generating demand.
But somewhere between lead, opportunity and customer, things disappear.
You’re repositioning.
The business has changed. The message hasn’t.
You’re building a marketing function.
You need the strategy, systems and processes, alongside someone who can deliver the work.
Sales and marketing aren’t aligned.
Different messages. Different priorities. Different definitions of a good lead.
What we doFrom a clearer message
From a clearer message
to a working campaign.
Positioning, lead generation, email marketing, sales materials, websites and automation. We work out what needs attention, then get it done.
01 / 06
Who we’re talking to. Why they care.
AUDIENCEB2B teams launching a complex product
BUYERFounder or commercial lead
PROBLEMBuyers don’t see why they should change
VALUEMake the next step easier
MESSAGEBuilt around the buying decision
01 — Positioning & Messaging
Make the value clear.
Help buyers understand what you do, why it matters and why they should choose you.
- Customer research
- Ideal customer profiles
- Positioning & value propositions
- Product & offer messaging
- Launch plans
02 / 06
One campaign. Connected from the start.
01 / AUDIENCEChoose who needs to hear from you
02 / OFFERCreate something worth their time
03 / CAMPAIGNLINKEDIN Reach the right people
04 / PAGEMake the next step clear
05 / FOLLOW-UPContinue the conversation
02 — Lead Generation & Campaigns
Give the right people a reason to respond.
Connect a relevant message, a useful offer and a clear next step.
- Campaign planning & delivery
- Whitepapers & lead magnets
- LinkedIn campaigns
- Landing pages
- Targeted outreach
03 / 06
A download starts a conversation.
IMMEDIATELYHere’s the guide you requestedDeliver what was promised
TWO DAYS LATERWhere does this show up in your team?Help the reader recognise the problem
FIVE DAYS LATERHow another team approached itShare relevant evidence
03 — Email Marketing
Make the next email worth opening.
Plan, write and build emails around what people need next.
- Welcome & onboarding
- Lead nurture
- Newsletters & updates
- Re-engagement
- Segmentation & testing
04 / 06
The questions buyers actually ask.
Why change?
Explain the cost of the current approach.
Why this product?
Connect the difference to what the buyer needs.
What will it take?
Address implementation, effort and risk.
SALES DECK CASE STUDY BATTLECARD
04 — Content & Sales Materials
Answer the questions holding up the sale.
Turn product knowledge and customer evidence into materials buyers and sales teams can use.
- Whitepapers & thought leadership
- Customer stories
- Sales decks & one-pagers
- Competitor battlecards
- Product explainers
05 / 06
Turn interest into a useful next step.
QUICK ASSESSMENT · 1 OF 6
Where does progress
tend to stall?
◉ Buyers don’t understand the value
○ Interest doesn’t become an enquiry
○ Follow-up loses momentum
05 — Websites & Digital Products
Build somewhere useful to land.
Help people understand your offer, explore their options and take the next step.
- Website structure & copy
- Landing pages
- Interactive assessments
- Guided digital products
- Forms & integrations
06 / 06
From enquiry to a clear next step.
01 · Enquiry receivedCapture the details
02 · CRM updatedUpdate the contact
03 · Response sentUseful follow-up
04 · Owner assignedClear responsibility
05 · Next step tracked ✓Record what happens next
06 — Marketing Automation & CRM
Keep things moving after the first click.
Connect your forms, CRM, email and team workflows so someone owns the next step.
- Lead capture & CRM
- Follow-up automation
- Lead routing & handoffs
- AI-assisted workflows
- Reporting & documentation
A single project or the whole journey. We can help with both. Tell us what you need ↗
Here’s what that looks
like in practice.
Helping sales answer the hard questions.
Practical battlecards built around the objections sales reps were actually hearing.
A useful next step after a live discussion.
A PoC readiness scorecard that helps buyers consider what they need before starting.
From workbook to platform. Six weeks.
A guided journey with saved progress and personalised plans for what comes next.
Get the campaign out.
Connect the follow-up.
Put someone in charge.
A clear scope. A monthly fee. Work that gets done. Choose a campaign delivered, a connected journey built, or marketing led and delivered. We agree the quantities, priorities and responsibilities upfront.
Campaign Partner
One campaign. Built, launched and managed.
For you if…
You know your audience and offer. You need someone to turn them into a campaign and keep it running.
What you get
- One audience and one offer
- One campaign landing page and form
- An agreed set of campaign assets for selected channels
- One email follow-up sequence
- Monthly performance report and next steps
How it works
Discuss a campaign ↗First: Build and launch the agreed campaign.
Then: Manage, test and improve it.
Rhythm: Monthly planning and review.
Initial term: 3 months.
GTM Build
From a clearer message to connected follow-up.
For you if…
Your messaging, campaigns and follow-up aren’t joining up. You need a working route from interest to enquiry.
What you get
- Audience definition and core messaging
- One acquisition campaign with agreed assets
- One landing page and conversion journey
- One nurture sequence with CRM routing
- Journey reporting, documentation and handover
How it works
Discuss a GTM build ↗First: Agree the audience, message and journey.
Then: Build, launch and test the connections.
Rhythm: Fortnightly delivery reviews.
Initial build: 90 days. Agree ongoing support afterwards.
Fractional GTM Lead
An experienced lead. Clear ownership.
For you if…
You need someone to set marketing priorities, coordinate the people involved and take responsibility for delivery.
What you get
- A rolling 90-day marketing and GTM plan
- Agreed monthly hands-on delivery capacity
- Coordination across founders, sales and product
- Direction for campaigns, messaging and sales materials
- Reporting against agreed commercial priorities
How it works
Discuss fractional support ↗First: Set priorities, responsibilities and measures.
Then: Lead delivery and adapt the plan.
Rhythm: Weekly working meetings and monthly leadership review.
Initial term: 3–6 months.
Campaign asset quantities, email sequence length, channels and delivery capacity are agreed before we start. Advertising spend, software and specialist production are quoted separately.
NEED CLARITY FIRST?
Discuss an assessment ↗Start with a GTM Assessment.
A focused review and prioritised action plan before you commit to ongoing support.
Who you’ll work withSenior experience.
Senior experience.
Direct involvement.
I’m Jana Kotze. I’ve spent more than 20 years in marketing, much of it helping fintech and technology businesses take complicated products to market.
You work directly with me. I’ll ask the questions, make the recommendations and do the work, alongside your team.
Cape Town · UK · Europe · US · South Africa
What needs moving?
Tell us what you’re trying to achieve and where things are getting stuck. A specific project or a wider marketing problem.