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Our Approach

How we create high-performance marketing capability for industrial businesses

A structured approach to building marketing capability

Within many industrial businesses, the Marketing function is too often lacking in a structured process, playbook and actionable metrics that management can trust and base business decisions on. Unlike the finance department, which in most businesses follows universal standards (think: P&L, balance sheet, etc), marketing gets left to people who don't have the qualifications and don't follow a process that can guide the business effectively. 

Without jumping onto our high horse just now (read this article if you want to hear us talk about this more) marketing is most successful when the business follows four fundamental guidelines:

  1. strategy before action
  2. get the foundations right first
  3. leverage all 4 marketing levers (4Ps)
  4. take a balanced approach to short and long term initiatives.

These four fundamental elements form the basis for our approach to marketing and how we work with businesses to develop a high-performance marketing capability.

How we work with your business

We help you to diagnose your situation, to uncover actionable insights, and then put a sustainable marketing planning and management process in place, with measurable strategic objectives.

  • Marketing Blueprint:  a fast-tracked process to audit your business environment and marketing capability, build out a strategic marketing blueprint and a 90 day action plan to implement it.

  • Blueprint Implementation (strategic marketing plan):  implementing the Blueprint is essentially building the remainder of the strategic marketing plan - addressing any analysis gaps, locking down strategic priorities, developing detailed tactical campaign initiatives and budget, whilst actioning quick wins and short-term opportunities.

  • HubSpot CRM & Automation Software:  we scope, onboard and support new HubSpot requirements, as well as auditing and helping optimise existing HubSpot systems to maximise the utilisation and ROI, to enable effective marketing capability, free teams from repetitive tasks, create visibility on ROI and performance.

  • Fractional CMO (AKA a part-time marketing strategist):  we work with and/or lead your marketing function as an external marketing advisor on a part-time basis, commonly between 1-4 hours per week. 

  • 60min Strategy Sessions:  for businesses who need one-off or ad hoc strategic marketing advice from an industrial expert, we provide 1 hour sessions where we focus in on your priorities, solve problems and provide additional resources to get you on your way.

Who benefits from our services?

Management Teams

Our clients are usually led by owners and/or a leadership team with a solid grasp on business management, though sometimes less familiar with a strategic approach to marketing and business growth. Further, these managers are generally time-poor and would benefit from having someone outside the business to:

  • shape the strategic framework
  • sounding board for management
  • deliver a cohesive marketing plan
  • guide the marketing initiatives
  • review and optimise performance


Marketing Teams

Most industrial businesses have limited in-house marketing resources. Sometimes they have a senior marketer to lead their marketing, yet this person is regularly swamped by operational demands. In such cases, they and their team can benefit from another senior marketer to:

  • collaborate with on project planning
  • bounce ideas and provide expertise
  • help them get out of the weeds and be more strategic
  • ensure momentum on the priority initiatives.


How we package and price our services

  • Fixed Projects:  most of our services are packaged as a fixed scope of work with clear deliverables and business outcomes. This includes the Strategic Blueprint, the Implementation, a HubSpot scope, setup and onboarding.

  • Retainers:  beyond fixed projects, our Fractional CMO service is delivered as a monthly retainer, where the scope of work can adapt to suit the needs of the business. Though still retains clear forward planning and agreement in advance on the work required.
Traditional marketing strategy meets modern tech.

What is impressive with Brucey is a practical, measured approach to the use of tech, alongside proven strategies - to build confidence with tech platforms, which today are core to all our sales and marketing.

Ken NockGeneral Manager
Year-on-year key metric growth.

We faced immense challenges and limited resources. Brucey developed the marketing strategy and executed plans to reinvigorate the brand.

Graeme SmithGeneral Manager
Smart, informative, savvy.

We have loved working with Brucey - they're exactly what we were looking for. We couldn't have achieved the success we had without them.

Nicole StranoDirector
Strategy + Innovation.

I strongly recommend Brucey for any services related to marketing strategy advisory, marketing planning and implementation support.

Alessandro MeucciDirector

Book a Introductory Call

Most businesses we work with have growth goals and need help to develop and execute the strategy, such as:

  • new products or services to launch
  • geographic or market expansion
  • an acquisition or merger

For others, it’s less about product/market or revenue growth, and more about growing profit or effectiveness due to:

  • a change in competitive / market conditions
  • an opportunity to optimise performance
    improve customer alignment

If this sounds like you, get in touch to see how we can help you achieve your goals.