Strategic marketing transformation for a SaaS business ready to grow

A freelance marketing consultant delivers clarity, focus, and measurable results

The background and challenge

This Kent-based SaaS company had a loyal customer base and a solid product, but no clear marketing strategy. Like many growing businesses without an internal marketing team, their efforts were inconsistent. They had experimented with Google Ads and SEO, but without knowing what was working or why.

The website was their only sales channel. With no sales team or physical presence, it needed to attract the right visitors, build trust quickly, and convert that interest into action. But the business lacked direction. There was no segmentation, no distinct messaging, and no marketing plan. Without structure, marketing became a list of disconnected tasks.

They approached Sharp Thinking Marketing as they wanted to scale significantly but first, they needed a strategy.

The solution

As a freelance marketing consultant, I stepped in to provide the structure and strategic direction the business was missing.

1. A marketing strategy built for growth

I created a tailored marketing strategy focused on long-term value. This started with clarifying the brand’s positioning, turning product features into real customer benefits and aligning them with the needs of key buyer segments. In a competitive SaaS market, content and product must work together to show consistent value and stay top of mind.

2. Targeted customer segmentation

Rather than trying to serve everyone, I identified three high-potential segments most likely to convert. This helped reduce wasted effort and sharpened messaging across the website, campaigns, and content.

3. Funnel and product recommendations

For SaaS businesses, trial-to-subscription conversion is crucial. I reviewed the full journey from first visit to paid sign-up and made practical suggestions to improve conversion. I also recommended ways to build retention, a key factor in SaaS success.

4. A five-year marketing plan

I developed a phased marketing plan with clear KPIs and a realistic budget. Early activity focused on low-cost, high-impact channels to build momentum and improve visibility. The plan was designed for a small in-house team to run with or scale up when needed.

5. Quick, high-impact implementation

The business asked for hands-on help to bring the strategy to life fast. Within one month, I:

• Created new website copy, optimised for SEO and aligned with core buyer needs

• Briefed and managed a website agency to deliver a new design and build

• Planned and directed a brand photoshoot to bring consistency and professionalism to all visuals

• Created blogs, case studies and lead-gen content to support launch and improve search rankings

  
  

6. Building internal skills

To future-proof marketing, I ran a LinkedIn training session for the team and created easy-to-use templates for content, posts, and case studies. This gave them the confidence to show up more consistently and professionally online.

The results

The project delivered more than just a new website. The business now has:

• A focused strategy tied to growth and valuation goals

• A clear, consistent message that speaks to the right audience

• A search-optimised website designed to convert, not just inform

• A marketing plan the team can follow and build on

• Improved confidence and capability to deliver marketing in-house

They now have the foundation they need  and the direction to keep moving forward.