More marketing is not the solution
Hi, I’m Jennifer Lund. And I’ve spent more than 25 years in B2B technology companies leading marketing, product marketing and international business development.
What I’ve learned is that most companies don’t have a marketing problem. They have a clarity problem.
If leadership hasn’t decided who the company is for, what makes it different and why customers should care, no amount of campaigns, content or AI-generated copy will fix it.
Your strategy starts with three questions
More activity without a strong foundation is the same as speaking into the void. That’s why you need a red thread, and that red thread starts with focus.
Who are you best equipped to serve?
Not every customer is the right customer. Your story gets sharper when it starts with the customer and buying situation where you create the most value.
What do you do differently?
You might be good at many things. But the market needs one clear reason to understand your differentiated value and why it matters.
Why should they believe you?
Your product offerings, capabilities, experience and social proof need to make the difference credible. Without that, they're just empty words, and not reasons to choose you.
Introducing the Market Story Project
A focused engagement for growing B2B tech companies whose original story no longer reflects the company they’ve become. Four stages, building one core story that runs through marketing, sales and everything beyond.
Discover and diagnose
Understand why the current story isn’t working and where the real opportunity is.
Find the difference
Choose the customer, problem and differentiated value that should lead.
Build the story
Turn the positioning and messaging into your core story.
Put it to work
Carry the same logic into your marketing strategy, website, customer meetings and the wider organization.
Is the Market Story Project right for you?
Probably not the right fit when
—You are still searching for product-market fit and have little customer evidence.
—You mainly want demand generation, campaigns or performance marketing.
—You want a copywriter to polish your marketing materials and website.
—You primarily want a visual rebrand or creative production.
—Leadership cannot participate or prioritize the work.
—You want to keep every customer, product and benefit in the main story.
A strong fit when
—You have a proven product and real customers, but the story no longer reflects the company you’ve become.
—Prospects understand what you sell, but not why they should choose you.
—Your sales pitch or demo has become a list of everything the product can do.
—A rebrand, market expansion or growth stage has made the problem urgent.
—Leadership is ready to participate, provide access to customers and make choices.
What makes this method different
As a two-time CMO, I’ve lived through what happens when a company has too many stories and no red thread holding them together. I also know what it takes to get everyone telling the same story.
That’s why the Market Story Project doesn’t stop at the recommendation. I build the story with you, then help you translate it across the organization.
Trust me. Everyone needs to be on board if we want this to work.
Book a kaffemøtePeople who have worked with me
I was always impressed with how much Jennifer got accomplished. She not only got things done well, but she did so without alienating anyone along the way.
Dell
Jennifer is analytical, strategic and has vision, while also managing to oversee both the details and the big picture.
Her contribution to our project played a pivotal role in moving our company in the right direction.
Reprice
Let’s have a kaffemøte
In Norwegian, a kaffemøte is an informal conversation where we get to know one another.
We’ll talk about what has changed in the company, where the current story is no longer helping, and whether the Market Story Project is the right next step.