ABOUT ME

I provide both strategic and tactical B2B growth marketing consultation services for tech businesses. I specialise in GTM Strategy (both global and EMEA), Digital Marketing, Demand Generation, ABM, and Field Marketing.

I design and execute multi-channel, integrated campaigns, using data insights and market knowledge to customise messaging for various personas, customer journey stages and markets.

I'm based near London, United Kingdom.

Contact

3 large pyramids, with some upside-down triangles and geometric angles next to them, all i

WHAT PEOPLE SAY

GAVIN FELL
GENERAL MANAGER
EXACT

Justyna is very experienced in the world of marketing. She is very mature and unbelievably calm under pressure. Our interactions were open, data rich and very honest. Her attention to detail was very impressive. Justyna was clear on what success looked like, all projects came with measurable proof points. She is a master of managing and influencing others within the business.

PAZ MACDONALD
CMO
HYPERSCIENCE

Justyna is a hard working, sales driven marketer. She forms strong bonds with sales leadership and account execs to create leads and MQLs. She is a popular member of the team and cares passionately about sales and organisational success. She would be an incredible asset for anyone looking to hire a marketing lead.

JADE TAN
MARKETING DIRECTOR
CHAINALYSIS

I found Justyna to be a strategic thinker with a hands-on approach. She seamlessly aligned marketing strategies with the overarching business objectives. Her proven track record in developing and executing successful campaigns, coupled with a deep understanding of the EMEA market, made EMEA the top region globally, even surpassing NAM.

MIX-AND-MATCH SERVICES

Marketing Strategy

Defining who to target and how to market your offering to the selected audience, with focus on the Marketing Goals, Targets, Target Audience, Marketing Approach, and Key Objectives.

MY APPROACH:

STEP 1. Consultation with a cross-functional GTM team to understand the Business, Sales and Product objectives and how the marketing organisation can support them.

STEP 2. Feasibility Assessment: Evaluating current degree of insight, collaboration and customisation to assess which go-to-market approach would suit your organisation best.

STEP 3. Revenue Funnel Review: An evaluation of how the Revenue Funnel is performing at each stage, reviewing past ROI by channel and campaign. Assessing the number of leads, contacts and opportunities in your database for key verticals and geographies.

STEP 4. Target Profiling: Identifying the characteristics, buying patterns and engagement history for won deals. Familiarising with any existing ICPs and Personas.

STEP 5. Market & Competitor Research: Investigating broader industry trends, analysing competitors’ strategy, identifying gaps and opportunities.

STEP 6: Marketing Plan Document: Preparing a document with the outline of the business objectives, selected marketing approach, marketing priorities, goals, dependencies (content, technology, resources, metrics, etc.) and key actions.

Estimated Duration: 2 months
Estimated Price: £15,000

Target Profiling

Defining the ideal audience to focus on by identifying the specific attributes of the businesses and individuals within those businesses that are most likely to benefit from your product or service. Developing ICPs and Personas.

MY APPROACH:

STEP 1. Consultation: Meetings with a few Sales representatives to map the buyer journey, account attributes and personas in your top won deals. If possible, also customer interviews.

STEP 2. Customer Data Analysis: Identifying the characteristics, buying patterns and engagement history for won deals.

STEP 3. Market & Competitor Research: Investigating broader industry trends, analysing competitors’ targeting strategy, identifying gaps and opportunities.

STEP 4. Defining ICPs and Personas: Summarising my findings in detailed documents. Validation and Refinement.

Estimated Duration: 2 weeks
Estimated Price: £7,680

Revenue Funnel Optimisation

Assessing and improving the Revenue Funnel performance for higher conversions through data-driven testing and user experience optimisation.

MY APPROACH:

STEP 1. Understanding Current Approach: Consultation with a cross-functional GTM team to build an understanding of your organisation's current demand waterfall model and the key stages you’re tracking.

STEP 2. Assessing Conversion Rates: Calculating your conversion rates and comparing them with standards or benchmarks to identify any performance issues

STEP 3. Diagnosing the Causes: Identifying the causes of any issues with your organisation's current revenue

STEP 4. Plan & Delivery: Preparing a plan with a list of prioritised refinements, followed by execution, monitoring, evaluation and optimisation.

Estimated Duration: 1 month
Estimated Price: £11,500

Marketing Campaign

Designing, deploying, measuring and optimising a 6 months long, integrated set of programs centred around one key message.

MY APPROACH:

STEP 1. Consultation: Consultation with a cross-functional team (Demand, Content, Marketing Operations, Product Marketing, Field Marketing and Sales).

STEP 2. Campaign Theme: Outlining the business problem that you are trying to solve through one key message.

STEP 3. Programs: Defining specific collections of strategies (programs) and their objectives, i.e. program families (e.g. reputation, demand, engagement or enablement).

STEP 4. Goals & Requirements: Defining the audience, goals and requirements (database capabilities, budget, actions, gaps) for each program in the campaign.

STEP 5. Campaign Design: Defining personas, messages, assets, offers, tactics, cadences, touchpoints and channels for each program.

STEP 6. Deployment & Optimisation: Execution, Monitoring, Evaluation and Refinement.

Estimated Duration: 8 months
Estimated Price: TBD, depending on the number of programs, please get in touch!

Program Plan & Execution

Designing, deploying, measuring and optimising a set of 3 tactics with defined personas, messages, assets, offers, cadences, channels and touchpoints.

MY APPROACH:

STEP 1. Consultation: Consultation with a cross-functional team (Demand, Content, Marketing Operations, Product Marketing, Field Marketing and Sales).

STEP 2. Program Objectives: Defining the program audience, goals and targets.

STEP 3. Program Requirements: Defining the database capabilities, budget, actions, gaps, etc.

STEP 4. Program Design: Defining personas, messages, assets, offers, tactics, cadences, touchpoints and channels.

STEP 5. Deployment & Optimisation: Execution, Monitoring, Evaluation and Refinement.

Estimated Duration: 4 months
Estimated Price: £15,000

ABM Plan & Execution

Selecting target account(s) followed by planning and executing one 1:1, 1:Few or 1:Many ABM program.

MY APPROACH:

STEP 1. Consultation: Consultation with a cross-functional team (Demand, Content, Marketing Operations, Product Marketing, Field Marketing and Sales).

STEP 2. Accounts Selection: Using a data-driven approach to evaluate which accounts to select, based on Opportunity, Achievability, Cooperation and Other factors.

STEP 3. Goal Setting: Defining Opportunity and Relationship goals for each account or set of accounts, based on Business goals.

STEP 4. Audience Insights: Preparing an Account Plan template and gathering information about the audience at the buying centre / buying group / persona / individual level.

STEP 5. Content Strategy: Reviewing the messaging, assets, and delivery mechanisms, as well as identifying resources that need to be created.

STEP 6. Plan & Delivery: Designing, deploying, monitoring, evaluation and optimisation of the campaign, while maintaining an open line of communication between sales and marketing teams.

Estimated Duration: 5 months
Estimated Price: please get in touch!

Web Conversions Optimisation

Assessing if the website is successful in engaging, qualifying and converting its users, implementing improvements.

MY APPROACH:

STEP 1. Website Review: Consultation with a cross-functional web team to understand the website goals and current capabilities. Assessing if the website is successful in engaging, qualifying and converting its users.

STEP 2. Recommendations: Outlining prioritised recommendations related to the website design, usability, navigation, CTAs, content, etc. in order to maximise your web conversion rates.

STEP 3: Measurement Set Up: Defining or refining web conversion metrics and targets to drive continuous improvement of the website in the future.

STEP 4: Plan, Action & Optimisation: Preparing a plan with a list of prioritised refinements, followed by Execution, Monitoring, Evaluation and Refinement.

Estimated Duration: 1 month
Estimated Price: £10,000

PPC

Set up or optimisation of PPC campaigns to maximise the effectiveness and efficiency of paid advertising campaigns (search, display, retargeting and/or programmatic), ensuring that they drive high-quality traffic, leads, or conversions while staying within budget.

MY APPROACH:

STEP 1. Performance Review: A review of the current website and ad campaigns set-up and performance.

STEP 2. Consultation: Consultation with a cross-functional team to define the campaign goals, select appropriate platform, campaign types, targets, audience, structure, keywords and ads content.

STEP 3. Keyword Research: Identify relevant keywords your audience searches for.

STEP 4. Execution: Creating compelling ad copy, high quality visuals, designing landing pages, setting up budget and bidding strategy.

STEP 5. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 2 months
Estimated Price: £15,000

SEO

On page and off page search engine optimisation to improve your website's visibility in search engines increasing relevant organic traffic.

MY APPROACH:

STEP 1. Performance Review: A review of the current website and SEO performance.

STEP 2. Consultation: Consultation with a cross-functional team to define the key pages and list out keywords.

STEP 3. Keyword Research: Identify relevant keywords your audience searches for.

STEP 4. Execution: Optimising web page titles, meta descriptions, headings, content, page speed, mobile friendliness, url structure, internal linking, back-linking, UX, etc.

STEP 5. Best Practices Document: Preparing a SEO best practices & recommendations document for ongoing maintenance.

STEP 6. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 4 months
Estimated Price: £15,000

Paid Social

Set up or optimisation of a paid social media tactic, e.g. LinkedIn, Twitter, Facebook, etc. to reach your target audience, drive engagement, and achieve specific business objectives.

MY APPROACH:

STEP 1. Performance Review: A review of any previous and current social media programs.

STEP 2. Consultation: Consultation with a cross-functional team to define the campaign goals, selecting an appropriate SM platform, program type, targets, audience, and ads content.

STEP 3. Creatives: Developing compelling visuals and copy, deciding on CTAs.

STEP 4. Landing Pages & Lead Forms: Creating landing pages or platform-specific lead forms to capture leads.

STEP 5. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 4 months, including monitoring.
Estimated Price: £6,000

Advertising

Identifying relevant ad placement publications and locations, planning and execution of a specific Advertising tactic.

STEP 1: Consultation - Consultation with the marketing team to define the program goals, select appropriate SM platform, program type, targets, audience, and ads content.

STEP 2: Placement - Identifying relevant newspapers. magazines or other display locations, reaching your target audience.

STEP 3: Creatives - Developing compelling visuals and copy, deciding on CTAs.

STEP 4: Program Execution - Delivering a high quality, targeted offline Advertising program.

STEP 5: Monitoring - Measurement, evaluation of results and refinement.

Estimated Duration: 4 months
Estimated Price: £6,000

Set up or optimisation of an email program to build relationships, drive conversions, and ultimately support revenue growth by delivering relevant, timely content that addresses their needs.

STEP 1. Consultation: Meetings with the relevant stakeholders to decide on the program objectives, theme, key messages, audience, cadence and timeline.

MY APPROACH:

STEP 2. Content Audit: Reviewing available assets in terms of stage in the funnel and suitability of messaging. Identifying any content that need to be created or refined.

STEP 3. Creatives: Developing the email copy and any visuals. Designing the emails layout. Validation and Refinement.

STEP 4. Automation Set Up: Setting up an automated email sequence (9-12 emails in total, 3-4 per track) using dynamic content and personalisation. Configuring tracking and reporting. Briefing the Telemarketing team. Validation and Refinement.

STEP 5. Deployment: Program launch.

STEP 6. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 4 months
Estimated Price: £15,360

Telemarketing Optimisation

Enabling an internal or external BDR and/or SDR function.

MY APPROACH:

STEP 1. Service Review: Meetings with the relevant stakeholders. Reviewing any current processes and to-date performance. Identifying any gaps. Or, if needed, identifying an agency, contract negotiation.

STEP 2. Resources Development: Developing follow up email templates and call scripts with common objections. Validation and Refinement.

STEP 3. Process Improvements: Defining the lead handoff criteria, collaboration with Sales and Marketing, etc.

STEP 4. KPIs, SLAs and Targets: Defining key metrics to track, SLAs and targets (e.g. MQL-to-SQL conversion rate, call-to-appointment rate, and average call quality score). Setting up tracking and reporting.

STEP 5. Optimisation: Monitoring, Evaluation and Refinement.

Estimated Duration: 4 months
Estimated Price: £7,680

Direct Mail

Reviewing any Direct Mail services in use, implementing services if needed, planning and execution of a specific Direct Mail tactic.

MY APPROACH:

STEP 1: Service Review - Defining goals and requirements. Reviewing any direct mail services in use and their performance. Evaluating and implementing a new service if needed, contract negotiation.

STEP 2: Program Planning - Planning a specific Direct Mail program. Defining personas, messages, assets, offers, cadences, and touchpoints.

STEP 3: Developing compelling visuals and copy, deciding on CTAs.

STEP 4: Delivering a high quality, targeted Direct Mail program.

STEP 5: Monitoring - Measurement, evaluation of results and refinement.

Estimated Duration: 2 months
Estimated Price: £6,000

Events Management and Optimisation

EVENTS MANAGEMENT - planning and execution of an event, ranging from small dinner to a large conference, process optimisation.

Estimated Duration: TBD, depending on the event size
Estimated Price: TBD

Also available:

- Events Audit: Reviewing planned and past events, their results, defining goals and requirements. Identifying other external events, contract negotiation, etc.

- Events Evaluation Template: Preparing a template to facilitate decisions on whether to invest resources into sponsoring / attending / speaking at events.

- Event Management Templates: Preparing reusable documents or digital project management templates that help streamline the planning, and execution of different types of events.

- Events Calendar: Building an easily accessible, electronic events calendar with key event details.

- Speaker Guidelines: Best Practices and Recommendations for speakers regarding the content of their presentations for easy briefing.

Memberships

Reviewing any existing Memberships, identifying a new, relevant one, planning and execution of a specific Membership program.

MY APPROACH:

STEP 1. Performance Review: Reviewing existing memberships, their benefits and how they have been leveraged to date.

STEP 2. Goals & Requirements: Defining the audience, goals and requirements (database capabilities, budget, actions, gaps) for each membership.

STEP 3. Membership Selection: Assess potential organisations evaluating membership benefits and identify the right one.

STEP 4. Channels Selection: Decide on a mix of tactics (e.g. events, webinars, speaking opportunities, content syndication, etc), and cadence.

STEP 5. Assets Creation: Developing visuals, ads, copy, landing pages and other assets required.

STEP 6. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 4 months
Estimated Price: £6,000

Content Syndication

Set up or optimisation of a content syndication tactic, including identifying relevant publications, content recommendations, contract negotiation, etc.

MY APPROACH:

STEP 1. Goals & Requirements: Defining the audience, goals and requirements (database capabilities, budget, actions, gaps) for the tactic.

STEP 2. Content Selection: Selecting relevant content aligned with the buyer’s journey.

STEP 3. Partner Selection: Identifying reputable syndication partners that reach your target audience. Negotiating terms and setting expectations.

STEP 4. Assets Creation: Developing visuals, ads, copy, landing pages and other assets required.

STEP 5. Monitoring: Measurement, evaluation of results and refinement.

Estimated Duration: 4 months
Estimated Price: £6,000

Webinars / Podcasts

Planning and execution of a webinar / podcast, including scoping content and identifying a speakers, process optimisation.

Estimated Duration: 4 months
Estimated Price: £6,000

Marketing Workshop

An in-person or online training session on your chosen topic related to Demand Generation, Digital Marketing, Growth Marketing, Field Marketing, ABM, Go-to-Market Strategy, or similar topics.

Estimated Duration: TBD, depending on the workshop topic and length
Estimated Price: TBD, please get in touch!

VALUE-PACKED BUNDLES

Plan

- Revenue Funnel Optimisation: Assessing and improving the Revenue Funnel performance for higher conversions through data-driven testing and user experience optimisation.

- Marketing Strategy: Defining who to target and how to market your offering to the selected audience, with focus on the Marketing Goals, Targets, Target Audience (Verticals and Geographies), Marketing Approach, and Key Objectives.

Estimated Duration: 2 months

Price: Please get in touch!

10% discount!

Web

- Web Conversions Optimisation: Assessing if your website is successful in engaging, qualifying and converting its users, implementing improvements

- Set up or refinement of up to 3 email activities

- Google Ads search & display campaigns set up or refinement

- On-page and off-page SEO for 10 key pages

- Set up or refinement of up to 3 social media activities

- Planning and execution of up to 3 webinars or podcasts, including scoping content and identifying speakers, process optimisation

- Set up or optimisation of a content syndication activity, including identifying relevant publications, content recommendations, contract negotiation, etc.

- Monthly performance report

- Up to 30 hours of meetings

Estimated Duration: to be agreed,

Price: Please get in touch!

20% discount!

Demand

- 6m Campaign Plan & Execution centred around one key message

- 1 ABM Campaign Plan & Execution

- Monthly performance report

- Up to 80 hours of meetings

Estimated Duration: 8 months

Price: Please get in touch!

33% discount!

ABOUT ME

GAVIN FELL GENERAL MANAGER EXACT

PAZ MACDONALD CMO HYPERSCIENCE

JADE TAN MARKETING DIRECTOR CHAINALYSIS

MIX-AND-MATCH SERVICES

VALUE-PACKED BUNDLES

Plan

Web

Demand

GAVIN FELL
GENERAL MANAGER
EXACT

PAZ MACDONALD
CMO
HYPERSCIENCE

JADE TAN
MARKETING DIRECTOR
CHAINALYSIS