Marketing That Converts

Most marketing activity looks busy, but struggles to convert.

Content goes out. Campaigns run. People post. Events happen. But pipeline still feels inconsistent. Leads come in without much clarity on where they came from, what moved them, or why some convert and others stall.

This masterclass is about fixing that.

In Marketing That Converts, Adam Graham will unpack how founder-led agencies can build a more joined-up marketing system. One that starts with a clear proposition, is shaped by audience pain, tied to commercial objectives, and brought to life through the right mix of campaigns, channels, nurture and sales integration.

This is not a session about doing more marketing for the sake of it. It is about making marketing more deliberate, more connected, and more useful to the growth of the business.

You’ll learn how to move beyond disconnected tactics and think more clearly about what your marketing is there to do, where leads should come from, how different channels play different roles, and what it takes to turn activity into momentum.

The focus throughout is practical. How to build marketing that reflects what makes your agency different, creates relevance with the right audience, and supports the full journey from awareness to opportunity.

What the session will cover

Start with what you want to be known for
Why effective marketing begins with proposition, positioning and a clear platform you can build from.

Build around audience pain
How to shape your themes, content and campaigns around the problems your buyers actually need help solving.

Work backwards from the commercial objective
How to connect marketing to growth targets, lead sources and the levers that will realistically drive pipeline.

Choose the right channels for the right job
How thought leadership, events, LinkedIn, partnerships, PR, website and nurture each contribute in different ways.

Join it up with sales
Why marketing converts better when it is connected to follow-up, CRM, nurture and the wider commercial rhythm of the business.

Who it’s for

Founder-led agencies and consultancies
Commercial, marketing and BD leads
Teams with plenty of activity but inconsistent results
Businesses too reliant on referrals, one-off wins or disconnected tactics
Leaders who want marketing to feel sharper, more joined-up and more effective

Why attend

Because marketing works best when it is built as a system, not treated as a series of isolated tasks.

This session will help you step back, look at the whole picture, and think more clearly about how your proposition, audience, channels and sales process need to work together.

Grounded, practical and designed for founder-led businesses, this masterclass is for teams who want marketing to contribute properly, without losing their voice or overcomplicating the process.