Positioning & messaging
We are creating a category: the digital transformation partner for the tiles industry. Not an agency, not a software vendor, not an ERP company. Every asset reinforces that one idea.
Own the vertical
"Digital transformation partner for tiles." Sector-specific language is the whole moat — lead with it everywhere.
One partner, one program
"Modernise your entire commercial and operational core — commerce, ERP, marketing, AI, support — as one managed partnership."
References & fluency
Lighthouse logos + visible fluency in shade lots, ranges, trade portals and imports. Show we already know their world.
| Persona | What they care about | Message |
|---|---|---|
| CEO / Owner | Growth, competitiveness, legacy | Become the modern, connected leader in your segment. |
| COO / Operations | Stock, shade, imports, efficiency | One system of truth for operations — fewer errors, better margin. |
| Commercial / Marketing | Trade & ecommerce revenue | Sell more to trade and online with a joined-up commerce engine. |
| Finance / IT | Cost, risk, consolidation | Replace fragmented vendors with one accountable, SLA-backed partner. |
The account-based framework
In a market of ~250–350 real accounts, we don't run broad demand-gen — we run ABM at three depths, matched to tier and deal value.
Strategic ABM
~40 Enterprise accounts. Bespoke research, tailored value narratives, executive events and dedicated MD/AE plays. Marketing acts as air cover for named pursuits.
Cluster ABM
Growth accounts grouped by segment (distributors, ecommerce, retailers). Segment-specific campaigns, use-cases and webinars.
Programmatic
Foundation tier + the wider Top-150. Always-on content, SEO, industry PR and nurture to keep the category warm and feed the funnel.
Content & channels
A focused content engine built around the pains in the Sales Playbook's discovery map. Depth over volume — credibility with a CEO, not clicks.
"The digital tile business"
Point-of-view reports on modernising tile operations — the flagship category-defining asset.
Case studies
Lighthouse references with hard outcomes (conversion, margin, stock). The single most persuasive asset.
Diagnostics & ROI
A "digital maturity" self-assessment and ROI calculator — lead magnets that qualify.
Where tile leaders are
LinkedIn (targeted), trade press (Tilezine, TSJ, Ceramic World), events, and direct executive outreach.
Events as the primary channel
Events are run as a pipeline machine, owned jointly by marketing and sales — pre-booked meetings, on-site executive conversations, 48-hour follow-through, and a reported ROI per event.
| Event | When (2026) | Play | Budget |
|---|---|---|---|
| Surface Design Show (London) | 3–5 Feb | UK anchor — exhibit + meetings | £40–70k |
| TTA / ExpoTile + Awards (UK) | Jun / Sep / Nov | UK credibility & membership | £15–40k |
| Cersaie (Bologna) | 21–25 Sep | Supply-side — attend + exec meetings | £20–30k |
| Cevisama Contract (Valencia) | 28 Sep–1 Oct | Spain beachhead | £12–20k |
| Executive roundtables (own) | Quarterly | Highest-intent A-tier channel | £10–15k ea |
Full event strategy and the September-clash logistics are in the Strategy §07. Year-1 budget ~£250–350k; flagship Cersaie stand deferred to 2027.
Campaign calendar — Year 1
Marketing sequences the year around the events calendar and the sales ramp.
- Brand & category launch
- Website + flagship POV report
- Surface Design Show (Feb)
- Top-150 ABM warm-up
- First case studies
- 1:1 ABM for Tier A
- Roundtable #1 (UK)
- Segment webinars (Growth)
- Cersaie + Cevisama campaign
- Italy/Spain ABM opens
- Roundtable #2
- ROI tool launch
- TTA presence & awards
- Reference-led pipeline push
- Roundtable #3
- 2027 planning + gate pack
Funnel definitions & metrics
Marketing and sales share one funnel and one SLA. These definitions prevent the "leads aren't followed up / marketing sends junk" standoff.
| Stage | Definition | Owner & SLA |
|---|---|---|
| Target account | On the Top-150, tiered | Joint |
| Engaged | Account showing intent (event, content, outreach reply) | Marketing |
| MQL / meeting-ready | Named contact + qualifying signal | Marketing → SDR in 24h |
| SQL (accepted) | Discovery booked; fit confirmed | Sales accepts in 48h |
| Opportunity | Enters S3+ in the sales pipeline | Sales (AE) |