September 2023 – July 2024 • Adtech • Scale-up

Percept: From marketing guesswork to strategic clarity

  • Increased lead generation

  • Record investor satisfaction

  • Enabled strategic hiring

  • Clear ROI on marketing investment

“Susi was transformational for Percept.”
— Alex Matthews, CEO

The bottom line

Transformed a growing adtech company's approach to marketing through comprehensive market research and strategic repositioning. Led 17 hours of customer interviews and developed go-to-market strategy that delivered measurable growth and record investor satisfaction.

The challenge

Despite having a strong product and loyal customers, Percept couldn't identify the right growth opportunities. Low market awareness, niche target audience, and established competitors with bigger marketing budgets. The board needed a clear strategy to unlock growth through focused marketing investment.

What I delivered

  • Market research programme: 17 hours of interviews across 26 senior marketing leaders at major brands

  • Strategic analysis: New customer segmentation, competitive positioning, and revised Ideal Customer Profile

  • Go-to-market execution: Event sponsorship strategy, brand positioning, content creation, and team LinkedIn training

  • Budget management: Six-figure marketing budget with board-approved tactical plan

The results

  • Increased lead generation through targeted industry events

  • Record investor satisfaction: "happiest investor base in nearly a decade"

  • Enabled strategic hiring in key departments to fuel further growth

  • Clear ROI on marketing investment leading to continued budget allocation

What the client says

“Susi was transformational for Percept. Both a strategic thinker and practical doer. Within days she’d already changed our marketing behaviours. I just wish she could have been our long-term Marketing Director!”
— Alex Matthews, CEO