Sharpen & Stand Out
B2B marketing strategy in action for women-led companies
Relying on unpredictable word of mouth or scattered marketing action took you this far. By following the right strategy and systemised approach?
You’ll get to present your services as the no-brainer next step for your target clients, reaching them, nurturing them, and converting them more easily and consistently (while freeing up precious time and headspace, week after week)
You’re already running a profitable business but your marketing or client attraction still feel messy (and you’re ready to make them smoother and more predictable)
Most of your new clients still come from sporadic and unpredictable word of mouth. But while referrals can be a big bonus, you know they’re not scalable and see your revenue dip whenever they go quiet. So, you now want to get in control of who you reach and attract
Your marketing doesn’t feel worth the time, energy, or money you’re spending on it. Whether it’s mostly you, an employee, or a VA, you are getting something out, but it’s as if you’re ticking off a task just to stay visible and get random engagement. Instead, you now want start creating marketing that actually helps you reach and sign more new clients
Following your current “strategy” feels messy, like pulling new ideas out of thin air while dealing with lots of moving pieces tied together with sellotape. And whenever a different person takes it over, the results are even more all over the place. But you know you’d free up so much time and headspace and get more out of your marketing if you were actually crystal clear on what to say and prioritise (and what to let go of) to reach and connect with your target clients, following a realistic roadmap and structure that works for you
You know full well how valuable your services are but new potential clients struggle to see it from the outside. Maybe they often tell you “We’ll think about it” or ghost you after you spent time talking to them or sending proposals, and you then see them invest in your competitors. So, instead of continuing to blend in or feel resentful and like the best-kept secret in your niche, you’re ready to stand out as the only option for your specific target clients
DIYing everything, perhaps following the contradictory advice of online marketing gurus
Asking AI to create you a strategy, ending up with buzzword-filled direction that you keep second-guessing
Letting a VA or social media person “create content”, or investing in a standalone tactic that now feels disconnected from everything else
Investing in a fancy but unrealistic strategy that’s still gathering dust in your Downloads folder
And maybe you’ve already tried some temporary patches:
But it either didn’t stick or it’s still not making your life easier on a day-to-day basis, let alone bringing you the results (and new clients) you deserve
The actual hurdle? (Spoiler alert: it involves a jar)
Your current positioning and messaging isn’t articulating the powerful impact experienced by your paying clients behind the scenes. So, it’s not clicking for those still shopping around from the outside or who haven’t spoken to you yet (and they need to understand this value and trust you, especially when budgets are getting tighter or they got burnt before).
And you haven’t got the right actionable strategy to keep marketing your services as the no-brainer next step, in a way that actually maximises your efforts and reaches, connects with, and activates enough new clients.
When we’re so close to our services, it’s hard to articulate that value, identify our blind spots and untapped opportunities, and turn all this into a clear and profitable process.
It’s like trying to read the label from inside the jar. But as an external marketing strategist and partner…
that’s exactly how I can help
Sharpen & Stand Out
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Sharpen & Stand Out -
Get a custom marketing strategy and roadmap based on your unique situation, challenges, and goals, and receive high-touch 1:1 support as you start implementing it in-house, so that you can always:
Focus on high-impact action
Stop wasting time on tactics and tasks that don’t move the needle
Actually make this stick (because my goal is always for my clients to keep everything up on their own after our time together, not to keep squeezing you for more)
B2B marketing strategy in action for brilliant women-led companies
How is Sharpen & Stand Out different from other B2B marketing strategies?
There are many competent marketing strategists and agencies out there, and their approach can actually be a better fit for certain types of businesses. But here’s when Sharpen & Stand Out is perfect for you:
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I won’t send you a fancy but overwhelming 52-page document you’ll never use. Or confuse you with buzzwords like “a cutting-edge strategy for the current fast-paced digital landscape”. And I most definitely won’t tell you to be EVERYWHERE with your marketing just to get you to outsource some of those unnecessary tactics to me when you get overwhelmed.
My strategies are based on your situation and capacity (not that of a huge company with all kinds of departments), and in most cases, this means doing less but better and consistently, so you can get more out of it and actually keep up with it independently after our time together
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You won’t receive a static and constrictive PDF doomed to become obsolete soon.
You’ll always get to update your new strategy internally, if needed (for example, if something changes in your business or you eventually choose to outsource more tasks) and, most importantly, I’ll change the way you think about your marketing
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Some agencies and marketing strategists factor in additional phases, like identifying your target market. But if you are getting word of mouth and selling your services (albeit, maybe, not as smoothly as you’d like—yet!), you don’t need that. These are also the businesses I prefer working with.
So, while I will go more in-depth so that you can make your ideal clients feel like you’re reading their minds with your marketing, I won’t sell you anything you don’t need
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I don’t do shortcuts and hacks. In my world, after the initial data and research phase, it all starts by giving you complete clarity on how to summarise your business and what to lead with in your marketing to position your services as the no-brainer next-step for your target clients.
We’ll also bring out your genius, expertise, and story (because I bet there is something outstanding and unique about your business, and it’s time more people start seeing it from the outside).
Without those messaging foundations, we’d be building on pillars of sand.
After that, we can start amplifying it in the right way with your new marketing strategy
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This is where most strategies fall apart.
From a lack of clarity to second-guessing your changes or struggling to turn them into a repeatable systemised approach: when all you’re left with is a document (or some AI instructions), implementing it on your own is just as messy as what you’re doing right now. And once you get busier than usual, it’ll start gathering dust in your computer, and nothing will change with your marketing and client acquisition.
Instead, I’ll be there to guide you as you start using your strategy in your day to day, helping with both the bigger picture and smaller details or decisions, sharing helpful resources and personalised feedback, holding you accountable, and supporting you for 90 days, so that it becomes second-nature and you can confidently keep this up on your own afterwards
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We’re often conditioned to shrink and downplay our brilliance, and when we’re leading and marketing a business, this can show up in sneaky ways, from feeling icky about self-promotion to sharing endless free tips or inspirational quotes for random online strangers who aren’t even thinking of investing in our services.
Instead, I want to help more women founders be visible, own their story and expertise, and communicate them clearly in a way that makes them stand out and convert more clients
Crystal-clear and magnetic messaging (stemming from real-life data, not AI assumptions)
My Intentional Authority method
Structure and a strategy prioritising intentional and high-impact action (not trends or someone else’s shoulds), doing less but better and more consistently and getting more out of it
Implementation with conviction (because even the best messaging and strategy in the world won’t work if they don’t become a repeatable habit or system)
You’ll walk away with:
Complete clarity on what sets you apart from all competitors (even in a saturated market) and how to articulate it in a way that does justice to your expertise and the value experienced by your paying clients, making new ones think “OMG, it’s like they’re reading my mind” before they’ve even spoken to you
An actionable, realistic, done-for-you marketing strategy and roadmap based on your situation, challenges, and goals (with relevant templates and resources)—something you and other employees, VAs, or contractors can easily follow too, without diluting your message or wasting precious time and resources on tactics and tasks you don’t need (like trying to be active on five social media platforms)
The confidence, conviction, and systemised approach to keep this up after our partnership (even when new ‘distractions’ get in the way or someone else takes over), continuing to reach, connect with, and convert new clients without relying so heavily on referrals or endless touchpoints with undecided leads
One-off investment for your B2B marketing strategy, custom roadmap, and 90 days of support during its implementation: £4500 (payment plan available)
“Over time, it felt like our focus for services, solutions, offerings, how we help people (you name it) was getting broader and further away from our core self. I needed a fresh set of eyes and someone with a solid process to help me figure this out.
I had been receiving Giada's newsletter for some time and was very impressed and intrigued with her approach to content and messaging. Once we had our initial call, it was clear she had excellent processes and a defined approach on helping businesses like mine align themselves. I'm just starting to implement some of the recommendations but I feel SO excited about how we are going to align ourselves from now on and that I have a blueprint to work from - something that feels right and keeps me focused on the main messages.
I also loved Giada's energy and confidence in stating the direction I need to go. Exactly the tone I needed.”
Kristina Witmer, founder of Witmer Group
Meet your marketing strategist and external partner
I’m Giada (Italian for Jade), marketing strategist and mentor for brilliant but undervalued women founders:
I have a background in an in-house marketing department (so, you’ll receive a strategy and support based on real-life data and psychology, not “just show up consistently and trust your target clients will find you during a waxing moon”)
I have been running my business since 2019 (starting out as a copywriter and slowly specialising in messaging and marketing strategy), navigating a pandemic, cost-of-living crisis, and way more unprecedented events I was expecting. So, I don’t do silver bullets or advice detached from real life (and right now, we are going through a trust recession)
I believe it’s time for more women to show up as an authority and own their brilliance unapologetically
Featured in: Girls in Marketing, Freelancer Magazine, Marketer Interview, Factbites (and more)
FAQs on Sharpen & Stand Out
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My initial goal is always to help potential clients make an informed decision.
So, I’m going to be upfront. Sharpen & Stand Out is not for:
Companies that already have or are ready to hire an-inhouse marketing director—so, someone who helps with overall strategy and direction too, not just execution (£65,000 - £90,000 per year on average)—or outsource their entire marketing to a trusted agency on an ongoing basis (£3000-£10,000 per month on average)
Anyone who insists on doing more of the same and magically expecting different results
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Most of us tend to think “But my business is different.”
And don’t get me wrong: it is… in the sense that you have the potential to set yourself apart from all competitors.
But it’s not unique when it comes to psychology and communication.
If you’re already signing clients (so, you have a validated proposition) but it’s more inconsistent and time-consuming than you’d like despite marketing your services regularly, that’s exactly when sharpening your messaging and following the right strategy and systems becomes a game-changer
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No.
In fact, not having the right strategy is probably what’s slowing you down: it’s making you waste precious time and headspace on content and marketing that isn’t bringing you enough new clients, leaving you to rely on unpredictable word of mouth and scattered action.
With the right strategy, you can do less but better and more consistently, getting more out of it.
And because Sharpen & Stand Out is not about giving you a cryptic document and leaving you to decipher it on your own (as I teased before: you’ll literally start looking at your marketing—and beyond—from a fresh perspective), you’ll also have everything you need to update your strategy in the future, if needed, so that it can keep growing and evolving with your business
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I don’t make unrealistic promises as it depends on various factors, such as your niche, audience size, and most importantly, whether or not you (or your team) commit to using your new messaging and strategy, showing up consistently.
My aim is always to help my clients make back their investment as soon as possible, and in most cases, they only need one or two new clients to do that.
To give you an idea, after working with me 1:1:
Rita, founder of Cabomba Content, used to rely on word of mouth and external platforms, and she got her first organic client from her social media marketing in less than a month and then the first one from her website
Diana, an SEO copywriter, booked a call with her ideal client from LinkedIn only a week later, even though she hadn’t been active for months and had less than 800 followers
What I can pretty much guarantee is that you’ll experience an immediate change in how you think about yourself, your target clients, and your business, realising you haven’t been doing justice to your genius and the value of your services
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As the founder of a profitable company, I’d be surprised if you didn’t have a lot on your plate.
Pretty much all my clients feel busy, and that’s one of the many reasons why the data analysis and strategy are done for you (and also why I keep banging on about the importance of having a realistic strategy, not trying to do everything).
Now, don’t get me wrong: if someone isn’t willing to
Complete my kick-off questionnaire so that I can start learning all about their unique story and business
Send my made-for-you audience research forms to a few real-life clients so we can go more in-depth and base our new strategy on real-life data
Commit to our initial deep-dive session
there’d be no point in investing in this.
Other than that (and after the initial phase):
If you’re already doing your marketing, this strategy programme will help you get more out of it
If it’s mainly someone else in your team, we’ll identify the best way for them to ‘take over’ the implementation side of things while you’re kept in the loop
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To guarantee the best levels of 1:1 support, I only work with a handful of clients at a time. So, if you decide to go ahead, you’ll be offered the next available spot.
You can either choose to settle everything in one go (and save 10%) or, if you prefer, opt for a payment plan (2 x £2500 instalments, or £1800 to secure your spot, followed by 2 x £1600 instalments)
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“Before working with Giada, I had no direction for my marketing. I was sharing things as they came up without a plan or clear messaging, and I didn't know what would work – “hope marketing”, basically.
Even the few things I knew would help because they got me some success in the past (like showing up on LinkedIn)… they had happened by chance, and I didn’t know how to get in the habit of being consistent or create a structure to achieve them.
I worked with Giada years ago and I’ve been following her content ever since. I was impressed by the consistency of her message and the confidence in her tone: I wanted the same for myself. So, when the time was right, investing in her 1:1 programme was an easy yes.
The brand messaging guide she created for me is a godsent, and I now have a structure for my marketing. I feel like I have a guiding light I can follow, a plan, a path, and the confidence to make it happen. I can trust the process and get on with it. It's a massive relief!
After I changed my messaging and the way I showed up on LinkedIn, there was a burst of activity from people reaching out via DM that were very serious about working together, and one has already become a client.
Anytime I felt a wobble or a dip in confidence, I knew I could message Giada, and I particularly appreciated her openness (especially to talk about my mind challenges), directness, transparency, and bright tone and attitude.
And even now that our work together is over, I have a framework I can always go back to, andI’m super happy with the way the content creation system works. The more I've been using it, the more I’ve found how helpful it can be because of how flexible I’ve been able to make it.
I feel much more convinced that I’m on the right track, and I’m wasting less time worrying about whether what I’m doing is right, which means I can use that energy to work on the business more effectively.
I feel like I can trust myself and step up as a leader of this company, and I’ve now got this confidence that’s going to be invaluable.
If you’re thinking of working with Giada, do it: it will literally feel like stepping up to a higher level of business.”
Francesca Romano, founder of Beyond the Surface Design
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“I wanted to attract more of my ideal clients, sort of “clone” the ones that were fully committed to making the most out of my career coaching services (and repel those looking for free advice, unrealistic outcomes without any efforts, and influencer-style tips).
But I struggled to find my own, sustainable way to market my services, especially as a person who never loved social media.
So, I chose to work with Giada as my marketing mentor and strategist because I loved her ethical approach to marketing and her confidence. I felt ready to get challenged and opt for a more structured, proper marketing strategy (and that’s what I got - and much more!).
Our mentorship isn’t even over yet, but so far, I’ve already learned to look at my business from the perspective of my ideal clients, simplifying concepts and ditching all the coaching jargon I was using without even realising it. This brought me new leads and clients who fully understood the value of my career coaching plans and were enthusiastic to work with me. Fabulous!
I also understood how much I was taking for granted the level of personalisation and support I was offering to my clients. Working with Giada made me realise the true value of my services and clients’ achievements. This helped me set better boundaries to protect my energy for the right-fit clients, putting a better strategy in place to pre-screen potential customers after enquiries and only set up calls with leads who are truly motivated.
Our brand messaging guide and marketing plan are finally allowing me to spend less time on my marketing, with clear ideas, pillars, and a perfectly functioning system (which is also keeping me consistent, and that’s a first!).
I’m also loving having a true partner in crime with my marketing, daily support with my questions (invaluable and fast!), guidance based on real experience, proven strategies and lots of smart tips no AI was able to provide. In our 1:1s and Telegram comms, Giada created a safe space for me to explore ideas and also get challenged when I needed it the most (ever got blocked by lovely video jitters, anyone?!).
It’s such a luxury in this time and age to get such a personalised experience and so much value working with a real professional. Giada’s strategy and mentorship programme is one of the smartest investments I made to make my business grow in the right direction. Totally recommended!”
Roberta Basili, career coach for expats
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“I know how valuable my services are to busy baby & parenting coaches, but my social media and online presence definitely didn't reflect that. Yes, they got me a lot of reactions, comments, followers and irrelevant DMs, but no clients.
So, as soon as I could, I decided it was time to stop struggling on my own and actually get an outside perspective. Yes, there were definitely cheaper options, but none of them GOT me like she did with her messaging. And it was SO. WORTH. THE. INVESTMENT!
The final results absolutely blew me away. She completely changed how I think about my business. My messaging is super clear now, my new guide is absolutely amazing, and creating content has been so much easier. My relevant network is growing at quite a pace as well, with 32 new connections in just 7 days since I started using my new brand messaging, all from my ideal audience. I started getting my first organic enquiries on social media within the first month, and I got a client from my website for the first time less than a month after updating it with my new messaging.
Also, Giada is a dream to work with. She asks the right questions, gets right down to the root of your business and takes the time to really research your audience.
When I read my brand messaging guide from Giada for the first time, I felt like I needed to buy my own services! So, if you’re thinking of working with her… 100% recommended”
Rita Dyke, founder of Cabomba Content
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“Before investing in Giada, I was struggling to attract enough business, or the business that I was attracting wasn’t ready to invest in my high ticket offers.
This made me question my journey, design skills and business offerings (despite always receiving an abundance of positive feedback after clients did work with me).
A little part of me knew that it was my messaging that simply wasn’t attracting my dream audience. I found that other businesses who started at the same time as me, offering different services, had found the magic in their business, so I knew it was possible.
I was just missing the key to unlock the last door — the key was Giada.
[After starting our work together] I experienced an immediate change in how I feel about my business.
I feel confident knowing that my website copy reflects who I am, my mission, and how I serve dream clients perfectly. Everything that my dream clients could possibly ask, need, or feel is there, including (importantly) how working together will benefit them.
As a business owner, it's been great to refer back to often. Especially when brainstorming the next steps in my business. It's now super easy to see how I can improve a service or create a new service to better serve my customers. And honestly it doesn’t stop there.
I know that now I don’t need to overthink my socials. I can sit down and plan my feeds using my brand messaging document and website copy to tell my story everywhere.
I have noticed that the quality of my leads have significantly improved. Before investing in Giada, I would get ghosted more frequently. I now know that this was happening because my copy didn't pre-qualify people - leading everyone to get in touch. As you can imagine, this has saved me a lot of time as I now no longer have as many people to get back to. And when people do get in touch, they are more likely to say yes to working with me - therefore the time spent with the prospect was not a waste of time but instead can be seen as time building rapport / in 'discovery'.
It’s scary to invest in someone else but teamwork really is key to getting where you long to be.
Giada was my first business investment, and I wouldn’t have it any other way. If you’re thinking of working with her, do it!"
Shannon Kate Murray, founder of High Flying Design
The start of a new business chapter: sharpen your message and strategy, stand out as the only choice
Relying on unpredictable word of mouth and scattered action took you this far.
But you don’t have to keep wasting precious time and headspace on marketing that doesn’t feel worth the effort, mostly brings you random engagement, and doesn’t do justice to your expertise and the value of your services.
If you’ve decided you’re ready to start following a structured and high-impact approach to market your services as the no-brainer option, let’s check together if Sharpen & Stand Out is the best next step to reach, nurture them, and convert your target clients more easily and consistently