Freelance marketing for
IT start-ups, SMEs &
global technology leaders

The perfect freelance alternative
to a full-time marketing manager

Experienced marketing support for
technology start-ups, SMEs & multinationals

20+ years experience managing lead generation, brand building and thought leadership campaigns
for technology and IT services start-ups, SMEs and multinationals – including several market leaders.
Click the images below to learn more.

From marketing planning to campaign execution,
I developed my craft across many industries

Don’t see your industry below? Don’t worry – markets and messaging may change,
but the proven fundamentals of marketing remain the same.

B2B integrated marketing generalist
with experience across physical, digital & social

Branding

Your brands sits at the heart of all your marketing activities.  It represents your visual identity, your message and your tone of voice. It is what makes you unique and sets you apart from your competitors in the eyes of your customers and prospects.  Ultimately it influences the decisions your buyers make – and whether they will choose to partner with you or not.

If it’s been a while since you took a look at your brand, it could well be time for a refresh.

Key activities include:

# a competitor analysis
# evaluation of your target market
# defining your USPs and positioning
# visual design of your brand
# development of brand guidelines
# roll out of your brand across corporate & marketing assets

Content Marketing

Content marketing is the way you share your expertise with your audience in a manner which engages and informs. It has fast become the most important element of the B2B marketing plan.

Business to business content should address industry developments, issues and trends.  By sharing nuggets of valuable information in various formats, you demonstrate the depth of your domain knowledge and position yourself as a credible business partner.

Content takes many forms including research, white papers, infographics, newsletters, blogs and video. It is closely tied into your lead generation and social media strategy.

 Key considerations of  a content marketing strategy:

# Audience – Who are you targeting? What issues are you addressing?  Are there different audiences?
# Message – What are the key takeaways?  What is the call to action?
# Author – Is there someone in-house who has the time and knowledge to create your raw content, or is this something you need to outsource?
# Budget – What is your budget? Strategic content may need investment in primary research;  an infographic will need a designer; a blog may need a ghost-writer.
# Format – What’s the best format for what you want to share? Can you repurpose your content into various formats (report, infographic, blog & tweet, etc.)
# Schedule – What are the timelines and frequency? Does the content support offline activities such as a tradeshow; if so, how does that effect the schedule?
# Distribute – What is the most appropriate channel (email, LinkedIn, Twitter etc.)?  Which “watering holes” do your target audience visit
# Measure – How will you know when your content has been effective? What are your key metrics?

As you can see, there is a lot more to content marketing than just posting the occasional blog and sending out a couple of tweets.  If you don’t have the time or resources to implement an effective content marketing strategy, let’s talk!

Email Marketing

Email marketing remains a low-cost and effective form of communication if implemented correctly and in compliance with local privacy laws, such as GDPR.

Campaigns can include event invitations,  sharing new content, announcing new customers and portfolio developments,  or simply sending festive greetings. But emails are easy to delete and sadly the majority will go unread.

So what steps can you take to improve the effectiveness of your email campaigns?

Some of the requirements for success include:

# a quality database – preferably built in-house and not bought.
# a strong call to action – what do you want the reader to do?
# a well-crafted and tested message – why should they take action?
# a professional design – consistent with your brand.
# an email automation tool – to send and track email responses.
# timely follow-up – a courtesy call closes the loop and helps move prospects through the lead funnel.

If you want to improve the ROI of your email activity and increase your open rates, my freelance marketing services could help!

Key activities include:

# database building & segmentation
# email template design
# copy writing of emails & newsletters
# distribution of email campaigns
# response management
# database maintenance
# analysis & reporting on campaign performance

Event Marketing & Management

Events are a core part of the business-to-business marketing plan, and I have vast experience of managing them.  My events experience includes webinars, exhibitions, seminars, training programmes and user conferences, and these have been organised from the UK and delivered all over the world.

Key activities include:

# event planning, management and budgeting
# correspondence with conference producers
# venue sourcing for independent events
# negotiation with and management of all suppliers
# exhibition stand design and build-up
# event promotions, such as prize draws and competitions
# management of all collateral and sales literature
# event-specific PR
# delegate acquisition and scheduling of meetings
# client entertainment
# sourcing of gifts and give-aways
# personnel briefing
# social media
# post event review and recommendations
# post event lead tracking and ROI evaluation

Lead Generation

Starting with a clear understanding of who you are targeting, I will devise strategies to acquire leads, nurture them through the marketing funnel, and hand them over to your sales people for follow-up when they are ready.

It’s vital to invest in of a well-maintained database, segmented appropriately so the right people get the right message.  If you are worried about the age and quality of your database, I can look at that too.

Services include:

# database management & maintenance
# telemarketing campaigns
# email & marketing automation campaigns
# social media & content marketing campaigns
# event management
# lead management

Public Relations

Public Relations plays an important role in today’s digital world, where keyword rich press releases are used to enhance SEO performance. And let’s not forget the offline world, where personal engagement with key influencers could help your marketing budget and effectiveness reach far beyond costly advertising.

Every company has a unique story to tell about developments in their portfolio, their views on and contributions to industry innovations and advancements,  and successes with their customers. I can help you tell your stories in an engaging manner and get your viewpoint published.

I can also work with your clients to build case studies, and develop award nominations to get you the recognition you deserve.

Freelance marketing services include:

# development of your PR strategy
# identification of your target media and analysts
# building press kits and fact sheets
# writing and distributing SEO-friendly press releases
# monitoring and valuing press coverage
# forward feature monitoring
# management of editorials and advertorials
# co-ordination of press interviews and briefings
# organisation of photo shoots
# preparation of case studies
# identification of awards
# preparation and submission of award nominations

Social Media Marketing

It doesn’t matter what size of company you are or what you are offering, the truth of the matter is that you simply can’t afford to ignore social media. It’s where your customers, prospects and competitors now convene to “like”, “share” or “comment” on the latest industry developments.

LinkedIn, Twitter, Facebook, YouTube, and so on – the channels are numerous and ever growing. Social media marketing can be extremely time consuming, and most businesses will not make a positive impact on their chosen metrics if they attempt to target all channels. My advice to you is focus on one or two channels, and do them well.

So, just how do you do social media marketing well?

As your freelance marketing manger,  I can develop an engaging social media strategy and ensure this influential programme delivers a tangible benefit to your business by:

# Evaluating the most appropriate channels for your business
# Creating your online profiles
# Connecting with your target audience
# Building a relevant following
# Listening and joining the conversation
# Distributing “shareable” campaign content
# Integrating with lead generation and content campaigns
# Measuring key metrics
# Training your team on best practise

Strategy Development

It’s not unusual for some companies to seek out freelance marketing services as the first step in their journey to ultimately hire a full time in-house marketing manger.

Starting from the very beginning of the process, I will demonstrate the important role marketing plays in supporting your business, and develop and deliver a clear strategy and action plan to ensure objectives are met.

Key activities include:

# auditing your current situation
# understanding your competitors and their USPs
# identifying your customers segments and their needs
# setting your marketing objectives
# developing appropriate messages
# choosing the right channels for your message and your audience
# developing a tactical communication plan, with timescales and budgets
# establishing control mechanisms to measure campaign effectiveness and to ensure objectives are met

Website Design and Development

Your website is undoubtedly your most important marketing asset. It is where your prospective customers will go to find out about your offerings before they pick up the phone or email you.  It must leave the best possible first impression.

But does it?

There are a number of questions you should ask yourself to assess if it’s time to give your website a refresh:

  1. Is your website lead generating?
  2. How long do your visitors spend on your website?
  3. Do they bounce (look at one page only)?
  4. Is your website responsive (adapts layout for PC, tablet and mobile browsing)?
  5. Could your website be losing you business?

If the answers to these questions cause you some concern, I can help turn your website around and get it working harder for you to deliver real business results.

Freelance marketing services include:

# development of your online marketing strategy
# content, lead gen and Search Engine Optimisation (SEO) audit
# responsive web design and development
# website maintenance
# SEO and Pay Per Click (PPC) campaigns
# visitor tracking and reporting on web performance

Some advantages when you select me
as your freelance marketing manager

FLEXIBLE APPROACH

From one-off projects to long-term support, I offer an efficient model which can ramp up in busy periods and scale back when quieter.

ADAPTABILITY

Having worked for companies, large and small, I know how to navigate corporate procedures & bureaucracy, or simply roll up my sleeves, to get things done.

RESULTS-FOCUS

With 100% of time spent on making an impact to the business, I’ll delight regional leaders and sales by helping to build the pipeline.

PEACE OF MIND

After an initial meeting to understand your requirements, you can leave me to work my marketing magic whilst you focus on other important matters.

SPEED OF ACTION

Used to moving in the fast lane, I will assess your needs quickly, formulate a plan and deliver results to hit finely-honed targets.

EXTENSIVE NETWORK

If you have your own marketing services team & suppliers, great! If not, I have relationships with marketing domain experts & service providers to offer a seamless service.

Don’t just take my word for it – take a look at
the feedback from past employers and clients

A few more insights into Katrina, your next marketing lady

I am a business to business (b2b) marketing consultant with over 20 years of experience working for technology product and services companies and consultancies. My experience has mostly been built through international b2b marketing management roles in the fintech, telecoms, life sciences, and manufacturing verticals.  If you operate in a different sector, don’t let that stop you from getting in touch as I’ve proved time and time again that the fundamentals of marketing best practice are transferable.

If you have been in the technology sector as long as I have, you will know what happens when the economy is not fairing so well. As I have discovered, for a marketer these can be vulnerable times. After the last unplanned curtailment of my career back in 2013, I decided to turn things on their head and so The Marketing Lady was formed to offer freelance marketing services to companies not in a position to employ a full-time in-house marketing manager.

Regardless of the economic conditions, every company still needs marketing.  The Marketing Lady is here to serve you when you are growing and need extra support in your existing marketing department. Or if you don’t yet have the requirement for a full-time marketing manager, I can fill that role for you. And, if you find yourself, unfortunately, needing to downsize, I can provide the cost and headcount flexibility you need until you are ready to recruit a full-time marketing manager again.

As your freelance marketing manager, I will take responsibility for delivering against all or the required part of your marketing plan.   No marketing manager stands alone, and I can either bring on-board trusted marketing domain experts or work with your existing vendors.

So, if you like the sound of what you have read, please get in touch. Since your requirements are unique and the marketing possibilities limitless, we can discuss exactly how The Marketing Lady can make the impact you need to achieve your business objectives.

If you have got this far, then take
that last step and get in touch

+44 7714 753308

Hertfordshire, UK

info@themarketinglady.co.uk