Triangle · Field-workforce software · United Kingdom
A fractional marketing director for a software business changing shape
A long-established software developer moving from bespoke projects to a product-led business, with content marketing to build, a product to launch and, later, a new venture to take to market. Outside Eve’s home sector; the same method.
- Engagement
- Discovery, go-to-market strategy, content retainer, retained marketing lead for a new venture
- Period
- 2024 onwards
01
The business
A UK software developer with decades of bespoke projects behind it, serving field-based industries, and a decision to become a product-led business.
02
The situation
The discovery audit found what many strong businesses find when they look at their marketing honestly: no visible customer stories, product posts that stated features without real-world context, little content variety, and no obvious way for a prospect to take a next step. The product was ready; the marketing had not caught up.
03
Eve’s role, and who did what
Over three stages, the role moved from strategist to retained marketing lead.
- Led by EF Consulting
- A paid discovery: goals, a stakeholder session, a brand, culture and values deep dive, and a written recommendations report
- Marketing plan across three horizons, from the first year to three to five years
- Content strategy with an Educate, Engage, Inspire framework, critical success factors and KPIs
- Ongoing content marketing: LinkedIn programme, monthly newsletter, blogs and case studies, with performance tracking
- For the new venture: retained marketing lead and single point of coordination for the brand, web and social partners, writing the website copy and signing off social content
- Supported or advised by EF Consulting
- Website review and content audit alongside the client’s own marketing lead
- Sales enablement: email cadences and proposal templates
- Managed by the client’s own team
- Product, pricing and sales
- Brand design, web build and social delivery by specialist partners, briefed and managed by EF Consulting
04
Strategic direction
Reposition the business as a product-led company with a legacy in custom solutions. Build authority before asking for leads: educate first, engage second, inspire third, each pillar aimed at a different stage of the buyer’s journey. Then, when the new venture came, organic first and paid later, with the founder’s own profile as the primary content asset and one point of coordination so the founding team stayed focused on the work.
From the project archive · Triangle
A strategy that gives content a job.
An excerpt from Triangle’s 2025/2026 content strategy: three complementary roles for content, connected to the buyer’s journey.
Educate
Attracts prospects researching solutions
Engage
Nurtures and builds relationships over time
Inspire
Converts warm prospects into sales opportunities
View the original strategy excerpt
05
The work
What the documents show as delivered, and what they show only as planned.
- Delivered
- Discovery and the recommendations report
- An ongoing content marketing retainer: consistent LinkedIn presence, monthly newsletter, educational blogs and case studies, regular performance tracking
- Planned in the documents
- Brand and website refresh with Eve as content lead and project manager
- Product launch campaign and sales enablement toolkit
- The new venture’s phased launch: brand foundation, website build, social programme
07
The bigger picture
Outside interiors, the method holds: discovery before tactics, positioning before content, authority before leads, and one senior person who reads the signals and coordinates everyone else. It is the fractional marketing director role, applied to a business whose product happens to be software.
“Although we are just at the start of our working relationship with Eve, the understanding she has quickly grasped of our business and industry is fantastic. Her marketing experience and approach has brought a fresh perspective and ideas which we would have overlooked. We are looking forward to what the relationship brings.”
08
Next step
The role Eve played here, described for your business.
Fractional marketing leadership, explained06 · Start a conversation
Talk about your market
If your business is at a similar moment, tell me where it is and I’ll tell you honestly what I’d do first.