Why your marketing isn't landing (and what you can do about it)

Your marketing isn't broken - it's just misunderstood.

If you're running a consulting firm, you've probably tried a combination of fancy websites, social media posts, and maybe even hired an in-house marketer.

Despite this, your pipeline still feels thin. It's not clear what - if anything - is working.

But most consulting firms don't actually have a marketing 'problem'; it's more of a marketing misunderstanding.

In our latest CMap webinar, we spoke to Nick Synnott, Managing Director at Create Engage, the digital marketing agency for consulting firms. He shared some of the classic marketing mistakes consulting firms make and how they can build a repeatable engine that actually works.

Watch the full webinar with Nick - or if you prefer podcasts, we have that covered, too.

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Why the default approach is failing

Is your marketing being treated like a checklist item?

Launch the website... tick.

Post on LinkedIn... tick.

Hire a junior marketer... tick.

Sponsor an event... tick.

Job done. Right?

These are what we'd call 'random acts of marketing' : a lot of activity, but very little impact.

If you're doing your marketing without a dedicated hire, it makes sense - most consulting leaders are ex-consultants, not marketers.

That's why they often make the mistake of outsourcing too soon or hiring a junior and expecting them to just "do marketing" within a vacuum. But without a strategy behind it, it's not going to move the needle.

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The real issue: no marketing engine

Marketing that works isn't just reactive, it's proactive - that is, built around a structured (yet simple) engine:

1. Raise awareness: Be seen by the right people
2. Build credibility: Show them why you're the right choice
3. Generate leads: Create reasons to start conversations.

A lot of firms get stuck when they skip straight to #3 - or they just stop at #1 and wonder why nothing's converting.

So, what does a healthy marketing engine look like?

First things first, don't try to do everything at once - start small and stay consistent.

For firms under 25 people, Nick recommends:

• 2-3 LinkedIn posts per week: These should be from both the firm (builds brand) and the founder (builds trust)
• One case study or article per month: Be sure to avoid puff pieces and focus on problems solved
• One lead gen event per quarter: A webinar is a great place to start - interview a client, share a framework, and invite prospects to listen & ask questions

If you do this consistently for 6-12 months, you'll find yourself far ahead of most of your peers.

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Remember: repurpose, don't reinvent

Nick doesn't just recommend webinars for their lead gen potential - they're also great for repurposing.

Repurposing is all about getting as much mileage out of your content as possible. So a long-form video like a webinar can be cut into clips, transcribed & turned into multiple blogs, and loads more.

Suddenly, one piece of content turns into ten touchpoints.

Remember: your content doesn't need to be groundbreaking. Thought leadership is more about good thought than new thought - so focus on being useful.

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Marketing is a long game... but the returns compound

Again, you don't need to be everywhere or do everything. You just need to show up where your buyers are, give them something genuinely valuable, and they'll say: "These folks get it!"

Real pipeline growth comes from consistency, focus, and a preference for drumbeats rather than silver bullets.