Copycat content makes prospects’ eyes glaze over, if it draws their eyeballs at all.

Skip the same-old and start standing out. Content with a compelling point of view makes you the obvious choice and fills your pipeline with perfect-fit prospects.

You believe in your solution. You have an amazing team of smart people. It should be easy to generate interest and land deals, right?

Unfortunately, it’s not that simple — not in B2B tech, with every category more crowded than ever. Feature-focused marketing approaches have stopped working because prospects can’t see a meaningful difference between competing solutions. Features are table stakes. They’re not enough to capture attention.

So what's the fix? Start big-picture. Lead with a powerful point of view. Share a unique perspective on your prospects’ status quo and why it's not working. Explain your approach to the problem you solve and the story behind how you arrived at that approach.

Now you have your prospects’ attention. Now they’re interested in your product’s capabilities and how it delivers the outcomes they need. You become the obvious choice.

Hi, I'm Laura MacPherson. I help B2B tech marketing teams make their solution the obvious choice with a unique point of view and compelling content.

About Laura MacPherson

Content with a unique point of view is a force multiplier for every marketing initiative, from performance campaigns to ABM. I’ve seen it skyrocket both engagement and conversions as I’ve worked with some of the most successful teams in B2B tech — including Front, Sigma, Withings, and Passport. 

But there’s a reason that most teams settle for purely informational or feature-focused content: It can be incredibly challenging to identify a POV that will resonate deeply with your audience and also point them to the value of your product.   

I make the process (much) easier and more fun. I’ll help you nail your overall brand POV and identify “thematic POVs” for your content strategy. 

I happen to be really good at wrapping my brain around products, markets, and audiences (thanks to being endlessly curious with high empathy and an educational background in psychology). So I can help you make connections quickly and arrive at success faster.

We can work together for just a couple of months to lay the groundwork for your brand’s thought leadership, or I can help you on an ongoing basis to plan and create POV-based content you can use to fuel all your marketing initiatives. (My clients tend to stick around for 2-3 years — they have lots of nice things to say about working with me.)  

When you’re ready to level-up your content to get the most from your distribution/promotion spend, send me a message. Let’s talk about your goals for your content and how to get you there.

Problems I Help Solve

Undifferentiated in a crowded market

Being seen as just one of many options means you struggle to attract attention and fill your pipeline.

Muddled messaging in marketing content

When you’re unclear on your difference, prospects don’t understand the value you deliver, and they have difficulty trusting your promises.

Without a clear and concise point of view, prospects can’t see your impact, so they don’t consider your product or service.

Impact is hidden

Purely educational content no longer delivers high-score leads. Effective content focuses on your perspective of the problem you solve for customers.

Unfocused content strategy

Go-to tactics aren’t working like before

Many go-to marketing tactics have diminishing ROI. Re-thinking your approach to content will make your marketing more effective.

When revenue is down and budgets are cut, you have to do more with less. Thought leadership helps you make the most of every marketing dollar.

Need to do more with less

What Clients Say

  • “You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”

    Mike Donelley, Seventh Sense

  • “It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”

    Harry Rose, Bonterra

  • “We worked with Laura to build awareness of our solutions for healthcare professionals in the US market. She was passionate about reinforcing our positioning as a leading digital health technology company, thoughtful in her approach, and delivered high-quality work. I look forward to collaborating with her again in the future!”

    Megan Cincotta, Withings Health Solutions

  • “Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”

    Julie Starck, Passport

  • “Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit rate. And our sales team is using them to close deals.”

    Emily Hackeling, Front

  • “Laura has been a tremendous help to Sigma as we’ve scaled out our content marketing and thought leadership initiatives. Her creativity and ability to translate technical information for different personas have been a lifesaver. I couldn’t recommend Laura enough."

    Devon Tackels, Sigma

Want to chat about elevating your company above the crowd? Schedule a call.