Foundations
Before you launch campaigns or optimise funnels, you need to know what you’re saying, who you’re saying it to, and why it matters. Foundations is where we define the strategy that powers your marketing — aligning audience insight, value proposition, messaging and measurement. It’s the groundwork that turns tactics into traction.
Start with clarity — grow with confidence.
Audience & Persona Development
We map your audience based on data, behaviour and motivations — turning segments into actionable personas. This helps align messaging, channels and creative to the people most likely to convert and care.
Value Proposition Definition
We help distil your value proposition into something clear, differentiated and meaningful. What do you offer? Who is it for? Why should they care? When your value is obvious, action follows.
Messaging Frameworks
We build structured messaging systems that help you tell a consistent story across the buyer journey — from awareness to conversion. No more rewriting from scratch. Just clarity, alignment and impact.
Channel & Funnel Mapping
We map out where your audiences are, how they move, and which touchpoints influence decision-making. The result? A smarter, more connected funnel where content, timing and context work together to drive results.
Analytics & Measurement Strategy
We define the right metrics and tracking methods before a campaign ever goes live. From KPIs and attribution models to dashboards and reporting frameworks, we help you measure what matters — and learn fast.
Buyer Journey Mapping
We map the full decision-making journey — from first awareness to final conversion and beyond. By understanding what buyers think, feel and need at each stage, we identify gaps, unlock opportunities, and plan smarter activity that supports them every step of the way.
Marketing Tech Architecture
We help you define the right mix of tools to run effective, scalable marketing — from CRM and email platforms to landing pages, automation, tracking and analytics. Whether you’re starting from scratch or evolving a messy stack, we’ll design a connected, fit-for-purpose ecosystem that aligns with your goals and internal workflows.
Related work
Related Insights
Any questions?
Do we need to do this if we already have a marketing team?
Yes — especially if you're growing. Foundations aligns internal teams, sharpens your message, and ensures future activity is rooted in a shared strategy. It makes the rest of your marketing more effective.
Can you work with our existing personas or brand strategy?
Absolutely. If you’ve already done audience work or brand definition, we’ll build on it — validating what’s still relevant and filling in any gaps specific to marketing and performance activity.
How long does a Foundations project take?
Typically 2–4 weeks, depending on complexity. It’s fast-paced and collaborative, designed to give you clarity and momentum without slowing things down.
"Our partnership with Everything Connected has been a game changer in enhancing our marketing capabilities. We have successfully optimised our HubSpot processes and implemented an innovative HubSpot marketing program that has empowered us to effectively generate and nurture leads, guiding them through the sales funnel and boosting conversion rates."