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New theme - Come up with a theme based on research of what knowdge gaps prospects have and what is stopping them from using them, what are their pain points, etc. This information will be actraced from a mix of keyword research and data mining sales calls recordings. Theme for the next Q meetingsPlan on a page - We will produce a plan on a page slide that indicates all the most important bits of the plan, which will then be further fleshed out
Themed marketing startegy 2026
Why we are moving to this way of working
To date, we have failed to produce a repeatable growth engine that brings a steady number of leads for sales. Centering marketing efforts on ebooks that have unproven capacity to bring decent leads with selling potential has not resulted in repeatable demand gen. It’s time to move away from disconnected, one-off marketing outputs and instead run cohesive, theme-driven campaigns that educate, demonstrate value, and ultimately drive the acquisition of leads that have interest in working with an EOR. Because the volumes are naturally smaller the closer we move to EOR, we need to play a volumes game and run many more campaigns to bring in the numbers of leads necessary.
How it works
Throughout the year, we will have a number of umbrella themes under which we will run growth engine-targeted campaigns. For each new theme we will follow a process:
3. Content structure - based on the theme and the audience, we will come up with a content structure and what will be included in this particular theme - webinar, ebook, event, paid, etc
4. Content points to hit - based on the theme we will come with a working living document that outlines all the points we want to hit in the theme and which content formats will carry them
5. Game plan - this is where we get to properly fleshing out how this will work. Either working from Asana or a Google Sheets like , tactics, needs and roles will all be put together in a project plan
6. Execute - says what it is on the tin
7. Report and analyse - prepare a full funnel report on how the campaigne performed, what opportunities/deals it brought, how leads converted throughout etc
How does the team structure get affected from this
Athena
You will need to be the beating heart of this if we are to make it work. In other words, you’ll be the person who brings our marketing campaigns to life—from the early idea all the way through to results. You’ll take the themes we come up with as a team and bring them to life, turning them into clear, engaging campaigns that get people through the door and orchestrate the game plan and execution. You’ll work closely with James as well as the people we bring in for Paid and Field Marketing teams to make sure everything feels connected across channels.
James
In your evolved role, you will need to be the source and guiding light of what the topics of the themes should be—you’ll be the person uncovering the insights that shape what we say and how we say it. See this as much as content strategist as writer. While you already do this through keyword research, it will be vital that you communicate closely with sales as well so you uncover what comes up in sales calls as well, which is just as important. You’ll spend time digging into customer and market research, speaking with Sales, and understanding what prospects actually need. From that, you’ll build the narrative that guides all of our content. You will be Athena’s right hand in both deciding what the theme is but also making sure we cover all basis in what needs to be created and put out. Your work will influence not just what we create, but how Boundless tells its story and supports our GTM efforts.
First Principles of how we will operate and come up with tactics and content
Does this align with the customer's need?
Does this activity generate noise or quality?
Does it align with brand values?
Does it align with the theme? How?
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