Fractional Marketing Leadership for SMBs — UK & Europe

Flexible, Enterprise-Level Marketing.
Without the Enterprise Cost.

Growing software companies need the strategic thinking of a senior marketing leader — go-to-market strategy, sharp messaging, content that converts, and proof it's working — without the cost, time or risk of a full-time hire. Pickering Advisory delivers exactly that, on your terms.

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28+
Years of B2B Technology
Marketing Experience
28+ Years B2B SaaS Marketing
Go-To-Market Strategy
Product Messaging
Sales & Marketing Playbooks
Content Strategy & Development
Campaign Planning
Thought Leadership
Case Studies & Testimonials

How it's delivered

Define. Activate. Prove.

As your fractional marketing leader, everything runs through the same disciplined loop: define where you're going, activate it so every team is pulling together, then prove it's working with evidence that builds real conviction — all delivered flexibly, without the overhead of a full-time hire.

→
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01
Define
Where you're going
GTM strategy & messaging
We build a GTM playbook — messaging framework and personas — through structured interviews with your customers, leadership, product, services, sales and marketing teams.
02
Activate
Everyone pulling together
Content strategy & development
We carry the playbook's message into the campaigns, programmes and sales enablement content your team actually uses — written to the messaging, not created independently of it.
03
Prove
What creates belief
Market proof
Case studies and testimonial programmes confirm customers are actually receiving the value your messaging promises — reinforcing that story with the people who need to believe it, inside the business and out.
Proof reinforces the promise — inside the business and out

What's included

One engagement model, three pillars — the marketing leadership growing SaaS companies need.

Every engagement is scoped to where you are today — GTM strategy and messaging, content and campaign execution, or the case studies and proof points that show it's working. All delivered as fractional leadership: senior expertise, flexible commitment.

01 — Define
GTM Strategy & Messaging
  • Go-to-market strategy
  • Messaging framework development
  • Value proposition definition
  • Audience segmentation & persona development
  • Structured customer & stakeholder discovery interviews
  • EMEA messaging localisation strategy
02 — Activate
Content Strategy & Development
  • Content strategy and planning
  • Campaign messaging and copy development
  • Sales enablement content — decks, one-pagers, battlecards
  • SDR talk tracks and email sequence messaging
  • Thought leadership and blog content
  • Localisation of content for EMEA markets
03 — Prove
Market Proof
  • Customer case study development
  • Testimonial programme design & interviews
  • Reference story development
  • Post-programme review and recommendations
  • Proof points that reinforce the message internally and externally
Case study development, done for you

Fractional, on your terms

Two ways to access senior marketing leadership — whichever fits your stage of growth.

Monthly Retainer
Ongoing Support
A fixed number of days per month, giving you consistent senior marketing input without the cost or commitment of a full-time hire.
Statement of Work
Project Work
A clearly scoped engagement for a defined piece of work — a GTM playbook, a messaging workshop, a case study and testimonial programme. Clear deliverables, agreed outcomes, no retainer.

"The businesses that win aren't always the ones with the best product — they're the ones who can explain it best. Coherent strategy, clear messaging and proof you deliver on that promise — that's how pipeline targets get met."

Neil Pickering — Founder, Pickering Advisory Services

The same principle holds inside a business, not just outside it — workforce management programmes succeed or stall for exactly the same reason: whether the people affected understand and believe in where it's going. Neil brings that same discipline to workforce management thought leadership: 21 years of marketing leadership at UKG, and a sought-after speaker at Gartner and Unleash.

Let's talk

Ready for senior marketing leadership, without the overhead?

No pitch, no proposal — just a conversation about where your marketing needs strengthening, and whether fractional leadership is the right fit. If there's a fit, we'll tell you what we'd recommend.

What would you like to talk about?
Usually a reply within one working day.

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I'll come back to you within one working day.