Specifics
B2B Marketing Advisory
B2B marketing advisory follows its own logic, distinct from consumer marketing — a logic that must be governed with specific tools. B2B markets are characterised by long buying cycles (6–18 months), multiple decision-making processes (buying committees, not individual consumers), long-term relationships and a predominantly rational, risk-averse buying logic.
The target of a B2B marketing strategy is not ‘the customer’: it is an ecosystem of stakeholders with different roles, interests and languages.
Account Based Marketing
Marketing-Sales Alignment
Thought Leadership & Content Marketing
Customer Journey Enterprise
Digital
Web Marketing Advisory
Web marketing advisory starts from a different question from the one asked by execution agencies. Not ‘which digital channels should we be on?’ but: ‘which channels are consistent with our positioning, reach the target at the right acquisition cost, and build brand value instead of consuming it?’
SEO & Content Strategy
Semantic architecture, strategic keyword clusters and an editorial plan aligned with positioning. Organic visibility that does not depend entirely on the advertising budget.
Performance Marketing
Social Media Marketing Advisory
Editorial strategy, social channel management, creation of high-retention content, community management and integration with paid campaigns.
Email Marketing Advisory
Nurturing flow architecture, customer base segmentation, cross-channel integration and personalised communication by customer lifecycle stage.
Analytics & Data Layer
Setting measurement objectives, configuring tracking and building a control dashboard for management. Data that informs decisions, not data that piles up unused.
Omnichannel Integration
Coordinating physical and digital touchpoints into a coherent system. Customers do not distinguish between online and offline: the brand experience must be continuous and frictionless across every channel.
Specifics
Digital Marketing Advisory
GEO, AIO and AI
Generative artificial intelligence is redefining the digital marketing advisory landscape at a speed most organisations cannot keep up with. This is not about automation to cut operating costs: it is a fundamental change in the way companies are found, evaluated and chosen by their prospective clients. AI-powered answer engines (ChatGPT, Gemini, Perplexity, Claude) are progressively replacing traditional search. If your brand is not in the data ecosystem these models reason on, it does not exist in that conversation.
Traditional SEO
GEO — Generative Engine Optimization
AIO — AI Overview Optimization
AI in operational marketing
Brand Recovery Program
A structured 90 / 180 / 365-day programme that rebuilds brand value after a reputational crisis.
This is not crisis management.
It is brand reconstruction.
Weeks 1–3 · Immediate activation
Brand Recovery Audit
Complete mapping of reputational damage and definition of the starting scenario, with objective scoring across four dimensions: reputation, brand equity, stakeholder trust and competitive positioning.
- Complete damage mapping: media coverage, digital sentiment, perception among key stakeholders
- Audit of current versus pre-crisis positioning: what has changed, what has remained, what is unrecoverable
- Analysis of the digital presence: what appears when searching for the brand, which narratives dominate, which assets need correcting
- Identifying the structural causes of the crisis — not just the triggering event
Output
Weeks 3–8 · Strategic phase
Redefining Narrative and Positioning
Building the new brand narrative and redefining competitive positioning after the crisis: the brand does not return to where it was — it finds defensible territory that integrates the crisis as part of the story, not as a break.
- Post-crisis Tone of Voice: which register, which words, which tone
- Stakeholder narrative map: differentiated messages for clients, partners, investors, media and employees
- Updated Brand Platform: the strategy that governs every communication from this point on
Output
Months 2–12 · Integrated execution phase
Brand Governance and Operational Oversight
Roll-out of the new narrative across all touchpoints and continuous monitoring of brand consistency during and after the transition.
- Visual Production: updating visual assets in line with the repositioning — not a cosmetic restyling, but a visual translation of the new strategy
- Performance Marketing: management of the digital presence, reducing the visibility of negative content
- GEO & AIO: oversight of AI agent answers — what ChatGPT, Perplexity and Google AI say when people search for the brand
- Monitoring System: control dashboard with deviation alerts and a monthly progress report