Marketing Plan
The programme over time — what we set out to build, what we've delivered, and where we're heading next.
Strategic Pillars
Digital Foundation & Positioning
Original Objective
Establish a stronger digital presence and communicate The Point Company's commercial value more effectively.
Delivered
New website built from scratch and launched in October 2025, with a new visual experience, structure, messaging and conversion paths. The site was subsequently repositioned around Pipeline Generation Systems.
Current Focus
Continued commercial page optimisation, conversion improvements and stronger industry relevance.
Next Development
Expand the commercial experience across priority industries and buyer-intent pages.
Measurable Progress
11,196 total sessions and 2,398 organic sessions since launch (GA4 overview, Oct 2025 – Oct 2026).
Search & Content Growth
Original Objective
Build consistent organic discoverability and establish relevant search visibility across B2B technology markets.
Delivered
Technical SEO foundations, keyword strategy, publishing infrastructure, a resources section and an expanding article library.
Current Focus
Technical SEO, commercial-intent content, industry topics, comparisons and answer-engine visibility.
Next Development
Commercial search visibility and AI discoverability improvements.
Measurable Progress
Average search position improved 31.16 → 17.19 across the valid like-for-like window. 150+ articles published. Click and impression volume remain below the prior period and require improvement.
Social & Brand Authority
Original Objective
Establish a consistent company presence and develop credibility with relevant commercial audiences.
Delivered
LinkedIn publishing programme, social content production, visual assets and recurring distribution.
Current Focus
Executive content, more commercially relevant storytelling, team visibility and customer proof.
Next Development
Expand video content and executive-led distribution.
Measurable Progress
84 posts, 25,437 impressions, 293 followers added. Around 71% of Company Page visitor activity comes from Senior+ audiences.
Demand Generation
Original Objective
Develop additional channels capable of producing qualified commercial conversations.
Delivered
Outbound experimentation, campaign testing, deliverability investigation and assessment of channel effectiveness.
Current Focus
Evaluate more effective acquisition and follow-up mechanisms.
Next Development
Paid acquisition or visitor-based outbound initiatives when leadership direction and operational readiness are confirmed.
Measurable Progress
Outbound channel assessment completed; no meaningful conversion recorded. Paid acquisition remains on hold.
Conversion & Marketing Operations
Original Objective
Connect digital activity to measurable commercial outcomes.
Delivered
Website analytics infrastructure and website-to-Monday inbound lead integration.
Current Focus
Improve conversion paths, lead qualification, visitor intelligence and source attribution.
Next Development
Build more reliable visibility from lead generation to qualified opportunities and pipeline.
Measurable Progress
Website-to-CRM integration completed September 2026. Conversion and pipeline measurement in progress.
Commercial Readiness & Future Growth
Original Objective
Create a marketing operation capable of supporting the company's commercial priorities as it grows.
Delivered
Marketing planning, reporting, commercial messaging, content support and relevant sales enablement work.
Current Focus
Customer proof, commercial pages, authority, conversion and prioritised quarterly execution.
Next Development
Build the evidence needed to decide what should be scaled, optimised, built or stopped for 2027.
Measurable Progress
10+ marketing-related opportunities and an estimated $100K+ in potential commercial value (directional).
From Strategy to Execution
How leadership direction became marketing work
Stronger SEO & Discoverability
Strategic Direction
Improve Google visibility and understand search performance.
Delivered
Keyword strategy, technical SEO, content production, search optimisation and reporting.
Current Progress
Average search position improved from 31.16 to 17.19 across the valid like-for-like window; 150+ articles published.
Next Step
Commercial search, AI discoverability and competitor benchmarking.
More Relevant Content
Strategic Direction
Increase publishing volume and attract relevant B2B buyers.
Delivered
Content production system, industry content and an expanding article library.
Current Progress
Continuous production of search-led, industry and buyer-intent content.
Next Step
Buyer-intent, commercial comparison and authority content.
Commercial Repositioning
Strategic Direction
Move beyond traditional outsourced SDR positioning.
Delivered
Pipeline Generation Systems messaging, homepage and commercial communications.
Current Progress
Positioning live across the website and content programme.
Next Step
Expand commercial and industry pages across priority verticals.
More Customer Proof
Strategic Direction
Build reviews, case studies and credibility.
Delivered
Review platforms activated, outreach workflows and existing proof assets.
Current Progress
Google, Clutch and G2 active; Trustpilot in outreach.
Next Step
Activate proof across the website and sales journey.
Stronger Demand Generation
Strategic Direction
Increase qualified inbound opportunities.
Delivered
Organic marketing infrastructure, outbound testing, website and CRM improvements.
Current Progress
Website-to-Monday integration completed; outbound channel assessment completed.
Next Step
Better acquisition, visitor intelligence, conversion and follow-up.
All Initiatives
Programme History
Milestones since October 2025
Digital Launch
DeliveredOctober 2025
New website built and launched. New UX and visual design, commercial messaging, SEO and analytics foundations, and initial social publishing launched.
Content Infrastructure
DeliveredNovember – December 2025
Recurring content publishing system established. Nadia integrated into the content workflow. Blog outlines and publishing batches expanded. Resources section developed. Internal and external linking improved. UK English editorial standardisation. Initial visitor intelligence installation.
Organic Growth & Authority Development
DeliveredJanuary – March 2026
Ongoing blog and content expansion. Organic search performance monitoring. LinkedIn publishing and repurposing. Growing emphasis on Google and AI visibility. Steve requested greater content volume and stronger visibility on industry shortlists. Further exploration of case studies and executive content.
Strategic Marketing Expansion
DeliveredApril – May 2026
A broader marketing strategy and operations phase formalised. New positioning around Pipeline Generation Systems (people, process, data, technology and AI). Updated value proposition, keyword strategy, content operations plan, cold email strategy and testing, review acquisition workflow, homepage transformation, and more defined ICP and buyer personas.
Commercial Website & Operations
DeliveredJune 2026
Updated homepage developed and reviewed. Continued content production. Marketing and CRM coordination. G2 and Clutch review programme expanded. Google Ads planning discussed. Customer proof and case study initiatives advanced. A June 23 recap reported 13 blogs produced (reported production, not 13 published URLs).
Cybersecurity Authority Direction
In ProgressJuly 2026
Steve introduced a broader ambition to establish TPC as a leading cybersecurity-focused SDR and pipeline-generation provider in Europe — more case studies, reviews, dedicated topic pages, research, community, newsletter, podcasts and enterprise proof. Long-term volume targets remain a strategic aspiration until formally adopted.
Reviews, Content & Lead Intelligence
In ProgressAugust 2026
Customer review collection intensified. Website inbound and CRM visibility discussed. Visitor intelligence and enrichment access raised. Existing executive video assets requested for repurposing. Industry and commercial content planning advanced.
Commercial Content & Execution
In ProgressSeptember 2026
Buyer-intent and competitor-comparison content expanded. Cybersecurity content developed further. Technical SEO monitoring continued. Website-to-Monday lead infrastructure operating. Instantly effectiveness evaluated. Executive video editing and review work advanced. Search, engagement and inbound reporting developed.
Q4 Marketing Priorities
In ProgressOctober 2026
Search and AI discoverability review, competitor visibility benchmarking, core commercial pages, proof and authority, buyer-intent content, conversion and pipeline, video and executive content, review follow-up, visitor intelligence dependencies, and 2027 marketing readiness. Latest confirmed direction: 14 Oct 2026 marketing plan and team sync.
Operating Rhythm
Ongoing responsibilities
Strategic Direction
Themes raised by leadership
Adopted / In Execution
More content and stronger discoverability
Repeated requests from November 2025 through spring 2026 to produce and publish more useful content while measuring SEO and AI visibility.
Since 2025-11
Better commercial positioning
From April 2026 the proposition expanded beyond outsourced SDR staffing to Pipeline Generation Systems.
Since 2026-04
More vertical specialisation
Repeated emphasis on cybersecurity, enterprise technology, SaaS and other complex B2B sectors.
Since 2026-04
Reviews and case studies
Stronger third-party credibility, more customer reviews, case studies, measurable results and customer proof.
Since 2026-04
Better competitor visibility
Agency comparisons, alternatives, commercial search queries and what buyers find when researching SDR providers.
Since 2026-06
Commercial discoverability (Oct 13 direction)
Benchmarking against Operatix, EngageTech and Punch!, improving where TPC appears in Google and AI recommendations, strengthening core service pages, targeted Cybersecurity / B2B Tech / UK / EMEA pages, comparison and buying-guide content, and more accessible customer proof.
Since 2026-10-13
Under Consideration
More executive and human content
Interviews, short videos, repurposed footage, team profiles and executive commentary.
Since 2026-08
Better conversion and demand generation
Acquisition testing, CRM visibility, visitor identification and better qualified lead flow.
Since 2026-06
Long-Term Ambition
Cybersecurity authority vision
Establishing TPC as a leading cybersecurity-focused SDR and pipeline-generation provider in Europe — case studies, testimonials, video, reviews, research, community, newsletter, podcasts and audience growth.
Since 2026-07
Future Growth Opportunities
Long-term ideas — not approved quarterly targets
These represent a strategic vision and opportunity backlog — not committed SOW deliverables or approved quarterly targets.