Turning customer insight into clear positioning and messaging for B2B teams

I help teams get clear on their product’s true value and why it matters to the market.

I talk directly to customers to understand what’s happening when they decide they need a solution. I turn those insights into positioning and messaging that clarifies value, aligns stakeholders, and supports clearer sales conversations.

 

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Why messaging often feels harder than it should

Talking to customers is something marketing teams know they should do — but struggle to find the time for.

Without that insight, positioning tends to rely on assumptions, internal opinion, or surface-level data. That’s when messaging becomes harder to agree on and difficult to apply consistently across marketing, sales, and product.

I work directly with your customers to understand how buying decisions actually unfold. I turn that insight into positioning and messaging that gives teams a shared way to explain value.

Here’s how that customer insight becomes practical, market-ready messaging.

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01. Discovery & Context

We start by defining your commercial goals and auditing what you think you know. We align on the gaps so we know where to dig.

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02. Insight & Analysis

I combine customer interviews with internal data, market context, and secondary research to understand how buying decisions actually happen.

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03. Story Development

I turn raw insight into a strategic narrative, including a messaging framework and buyer personas,

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04. Alignment

Messaging shouldn't die in a PDF. You get assets—website copy, sales battle cards, and pitch decks—ready to use immediately.

Companies I've worked for and with

Turn your messaging into a competitive advantage

Great messaging isn’t just "nice to have." It’s a multiplier for every euro you spend on marketing. When you stop guessing and start connecting, everything works harder.

Sales cycles shorten

Your sales team stops struggling to explain the product. They start having high-value conversations because the prospect "gets it" in the first 30 seconds.

Marketing moves faster

No more staring at a blank page or debating copy. You have a "Source of Truth" framework that makes writing ads, emails, and content effortless.

Internal alignment 

Product, Sales, and Leadership finally align behind one clear story. The circular meetings about "who we are" stop, and execution begins.

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Before working with Grace, we knew the importance of conducting thorough customer research, we just didn't have the internal experience or knowledge to do so.

When a client came to us asking for support in this area, Grace was the exact person we were looking for: Someone well-versed in the nuances of research, who brings professionalism, a keen eye for detail, and great communication skills to the project.

I'd 100% work with her again and if you're looking for support with customer research or marketing strategy, I suggest you do too!

Defne Gencler, Founder and Managing Director, Laurel Leaf



Defne Gencler, Founder and Managing Director, Laurel Leaf