The Challenge: Marketing Needs to Drive Results—Now
Are you leading a growing B2B company but frustrated because you know your marketing isn’t where it needs to be?
You’re not alone. This is especially common in two scenarios:
- Founder-led, bootstrapped companies that have grown through referrals, word-of-mouth, or pieced-together marketing efforts—but now need a real strategy to scale.
- VC or private equity-backed companies that have secured funding and are under pressure to grow fast—but lack the marketing structure needed to drive sustainable pipeline growth.
In both cases, marketing is in motion, but, all too frequently, efforts are scattered and focused on tactics versus a scalable, strategic approach to drive real pipeline growth.
The good news? You don’t need a year to fix it.
You can make meaningful progress in just 90 days—without wasting budget on the wrong things.
Whether your marketing has been pieced together over time or you’ve been relying on a mix of external vendors without a clear strategy, the solution isn’t just doing more. It’s about building the right foundation while delivering short-term wins.
And while you focus on quick fixes, you should also be developing the broader marketing strategy—clarifying your audience, refining your positioning, and ensuring that what’s being built now supports long-term growth.
Here’s what to focus on in the next 90 days to build momentum while creating a scalable marketing strategy.
Days 1-30: Clarify Your Messaging & Quick Wins
Your marketing can’t work if your audience doesn’t immediately understand who you help, what you do, and why you’re different. That’s why the first 30 days are all about clarity and efficiency—fixing low-hanging fruit that makes an instant impact while laying the groundwork for a structured marketing function.
Audit Your Messaging & Brand Presence
- Review your website, LinkedIn, and marketing assets. Can a prospect immediately understand what you do?
- Identify outdated messaging, inconsistent branding, and unclear positioning that may be confusing or misaligned.
- Conduct a structured workshop to refine messaging, ensuring clarity around value propositions, key differentiators, and core pain points your solution solves.
- Align messaging across sales and marketing—make sure everyone is speaking the same language.
While you’re refining messaging for immediate impact, this is also the time to develop your strategic messaging framework—the foundation that will guide future marketing efforts.
Identify & Optimize What’s Already Working
- Look at past campaigns, content, and lead sources—where have you seen success before?
- Identify underperforming assets that need updating, such as outdated case studies, ineffective landing pages, and low-converting ads.
- Assess existing lead nurture sequences to identify gaps in messaging, engagement drop-off points, and alignment with the buyer’s journey.
- Make tactical improvements such as fixing broken automation workflows, ensuring email triggers function correctly, and updating links and CTAs for better conversion tracking.
Low-Hanging Fruit Fixes for Fast Wins
- Update outdated CTAs and lead capture forms to remove friction and increase conversions.
- Improve website speed and mobile usability—often an overlooked factor in conversions.
- Optimize existing PPC and LinkedIn ad campaigns for better targeting and efficiency.
- When feasible, identify a low-effort campaign topic or audience segment that can be quickly executed, leveraging existing content and minimal new asset creation.
Outcome
By the end of the first month, you are beginning to clarify messaging direction, you’ve identified quick wins, and your existing efforts are starting to work better. Meanwhile, your strategic messaging framework is taking shape, ensuring that all future marketing efforts align with a consistent and compelling brand narrative.
Days 31-60: Strengthen Your Marketing Foundation
Once your messaging direction and quick wins are in place, it’s time to build the marketing systems that will support scalable growth. This phase is about fixing what’s broken and ensuring that leads don’t get lost in the process.
Ensure Sales & Marketing Are Fully Aligned
- Define what makes a lead qualified so marketing attracts the right prospects.
- Set up clear lead handoff processes between marketing and sales.
- Establish key performance indicators (KPIs) so both teams are measuring success the same way.
As you work through these alignments, this is also the time to refine your buyer’s journey—ensuring that marketing efforts are mapped to how prospects actually evaluate and buy your solution.
Fix Your Content Gaps
- Identify and prioritize mid-funnel and bottom-funnel content needs, such as case studies, testimonials, and competitor comparison guides.
- Inventory existing content and determine what can be refreshed or repurposed
- Refine email nurture sequences for better conversion.
This is also when you should be shaping a content roadmap—mapping out the content assets you’ll need over the next several months to move leads through the funnel effectively.
Optimize Your Digital Presence
- Strengthen your LinkedIn strategy, including profile updates, thought leadership, audience targeting, and content repurposing.
- Audit and refine your SEO strategy, especially for key landing pages and product pages.
- Set up retargeting campaigns to re-engage site visitors and warm leads.
Outcome
By the end of this phase, your marketing and sales teams are in sync, your content strategy is taking shape, and your digital presence is stronger.
Days 61-90: Scale Up and Build for Long-Term Growth
With the foundations in place, the final phase is about ramping up efforts in a focused way—ensuring long-term marketing success without the chaos.
Build a Simple, Repeatable Marketing Plan
- Create a quarterly campaign and content calendar so marketing execution is structured and predictable.
- Prioritize two or three core demand generation efforts to targeted markets, using 2-3 distribution channels.
- Ensure every marketing initiative has clear KPIs and a defined ROI goal.
Start Testing and Experimenting
- A/B test messaging in paid campaigns and emails.
- Experiment with new lead generation channels, but only after fixing the core foundation.
- Identify high-value partnerships or industry collaborations to expand reach.
Refine Reporting & Metrics
- Implement weekly and monthly marketing dashboards to track pipeline progress.
- Regularly review campaign performance and optimize based on data.
- Align reporting with executive priorities, making it clear how marketing contributes to revenue.
Outcome
By the end of 90 days, marketing is running more strategically, and the company has a clear, structured path forward instead of just reacting to one-off needs.
The Bottom Line: Marketing Momentum in 90 Days
- Immediate fixes – Strengthen messaging and optimize existing efforts.
- Build the foundation – Align sales and marketing, fill content gaps, and optimize your digital presence.
- Scale with structure – Create a focused marketing plan and ensure measurable growth.
Marketing transformations don’t happen overnight, but they also don’t have to take a year. The right 90-day strategy gives you quick wins now while setting you up for long-term success.
Ready to fix what’s broken and build a marketing system that works? Let’s talk.
