Go-to-market strategy · Q4 25/26 → Q1 26/27
A content sprint to lift our AEO visibility across owned and off-site channels — covering every stage of the mindset funnel, run as a measurable SYSTM experiment. A rolling two-quarter plan (26 June – 30 November 2026) so early-next-quarter commitments are prepped for within the current quarter.
The bet
We're well-regarded when we're cited — but rarely cited. The constraint is mention volume, not positioning. So we flood the channels with structured, citable content and measure whether visibility moves.
How we'll win
60%+ of citations are off-site for ChatGPT/Perplexity/Claude. Co-production — guest posts, co-authored research — sits alongside site content.
A filming day or webinar isn't one asset — it's 5–6. Fixed production effort, multiplied footprint.
Don't over-index on top-of-funnel. Feed Trying / Integrating / Post-POC too.
Invest the time to get HubSpot working properly so our key metrics are clear and constantly updated as we progress — attribution and lead-flow reporting run themselves, not by hand.
The machine
Recurring cadence that runs underneath the big rocks for the whole window.
| Cadence | Output | Channel | Owner |
|---|---|---|---|
| Monthly | Film batch (Workcast) → website explainers + short social clips | Site + LinkedIn/social | Pete |
| Weekly | Long-form post ×2–3 named leaders | Stella | |
| Weekly | Structured answers in feedback/CX threads | Stella | |
| Fortnightly | Answer-capsule article + FAQ (FAQPage schema) | Blog | Stella |
| Fortnightly | CX Corner newsletter | Website + LinkedIn + email subscribers | Pete |
| Monthly | Refresh top 20 pages (stats + dateModified) | Site | Stella |
| Monthly | Metric analysis & visibility report | Measurement | Pete |
| Quarterly (ad hoc) | Customer webinars — predominantly existing customers | Demio | Nat + CS |
| Ad hoc | Housing webinars — as relevant topics arise | Demio | Sarah |
| Ad hoc | Horizontal webinars | Demio | Helen |
What we're agreeing to do
Wed 1 July → then monthly Pete
An experiment: trial monologue vs conversational, ~2 min each, film 6–7 and keep 2–3. Two outputs: long website explainers + short clips cut for social (scripts packed with sound-bites). Streams mapped to department/funnel/persona — full detail in the filming brief.
Two confirmed & dated Sarah
Inspection Readiness — 6 Aug, 11:00, senior-level engagement (gated lead magnet in development). STAIR Regulation — 10 Sep, housing legal-compliance calendar. Channel: Demio. The horizontal customer-story concept (candidate: Beck @ bpha) has moved to the video content engine.
Research + kick off (not launch) Pete
A separate, gated, evergreen magnet for consistent lead capture. Concept: "First 100 Days as a CX Leader" VoC methodology / recommended route. A big multi-quarter project — start with CX job-description research; launch likely next quarter.
Through the quarter Stella
Kick off now Helen
Share the outreach plan with the GTM team. Separate Apify account for outreach review-scraping, so credit usage doesn't collide with the sales operation's own use.
No gaps
Every lozenge is a piece of work on this page — if it's not on this page, we're not agreeing to do it.
What lands when
Experiment
Pete, Presh, Saz and Stella: enter your predictions for the visibility score and inbound leads. One submission each — once it's in, it's in.
| Vis · end Jul | Vis · end Aug | Leads · Jul | Leads · Aug | |
|---|---|---|---|---|
| Pete | — | — | — | — |
| Presh | — | — | — | — |
| Saz | — | — | — | — |
| Stella | — | — | — | — |