Senior B2B messaging strategist & copywriter for complex technology brands
I help B2B agencies turn complex technology propositions into clear positioning, compelling narratives and campaigns that create commercial impact.
I offer 12+ years’ experience in B2B technology marketing, with experience spanning global agencies and head-of roles across SaaS, AdTech, enterprise software and data platforms.
Why agencies bring me in
1. Turning complexity into clarity
B2B technology is rarely simple. I help uncover the story inside complex products, markets and customer challenges — creating positioning and narratives that people can understand, believe in and act on.
2. Strategy that becomes words
I bridge the gap between strategic thinking and execution. You get the messaging frameworks, the campaign ideas and the copy needed to bring them to life.
3. An experienced extension of your team
With 12+ years across B2B brands and agencies, I can plug into existing teams quickly. I’m can support pitches, campaigns and client work without the overhead of a permanent hire.
Helping B2B technology brands tell better stories for over a decade
I’ve worked with all kinds of technology challenges, from startups to Fortune 500s: across SaaS, cybersecurity, AdTech, enterprise software and data platforms. I’ve helped clarify positioning, sharpen messaging and create content that drives action.
Agency experience
Velocity Partners · VCCP
Specialisms
Positioning & messaging · Campaign strategy · Narrative development · Thought leadership · B2B content
Industries
SaaS · Cybersecurity · Enterprise technology · Data platforms · AdTech
Selected challenges I’ve helped solve
Cybersecurity | Positioning & narrative strategy
Turning a complex cybersecurity proposition into a clearer commercial story
Challenge
A cybersecurity business needed to communicate a complex proposition and strengthen its market story during a major acquisition.
My role
I developed messaging and narrative frameworks, translating technical capabilities and market insight into clearer, more compelling positioning.
Work included
Positioning
Messaging
Narrative development
Content direction
Impact
Supported positioning work around a $20m acquisition.
SaaS | Category positioning & content strategy
Helping a new SaaS proposition build market visibility
Challenge
A SaaS business needed to establish its position in a competitive category and create stronger connections with target audiences.
My role
I developed messaging foundations and content strategy to clarify the proposition and support growth.
Work included
Audience insight
Messaging
Content strategy
Thought leadership
Impact
Generated 1,000 monthly visitors in year one and achieved 20% organic growth within five months.
Enterprise technology | Campaign strategy & creative development
Finding the story inside complex enterprise technology
Challenge
A global technology brand needed clearer, more engaging narratives to support campaigns across channels.
My role
I worked with strategy and creative teams to develop campaign ideas, messaging and copy that brought complex propositions to life.
Work included
Campaign concepts
Headlines
Scripts
Messaging
Thought leadership
Impact
Contributed to global rebrand and campaign activity for major enterprise accounts.
What people say
“I really enjoyed working with Luke. His professionalism, rigour and commitment to high-quality, yet easy-to-buy strategy was admirable. He brings a clear and informed point of view to every brief — something clients clearly valued and which naturally built trust in our working relationships.
One of his key strengths is his ability to deeply understand even the most complex businesses and challenges, quickly turning that understanding into valuable strategic input and stronger creative work.”
Senior B2B support across strategy, messaging and content
Whether you need additional strategic firepower for a client brief or an experienced writer to bring ideas to life, I can plug into your team at the point where you need support most.
Positioning & messaging
Helping brands clarify:
What they stand for
How they differentiate
How they communicate value
Examples:
Positioning frameworks
Messaging platforms
Value propositions
Product narratives
Campaign strategy & creative development
Helping teams turn strategy into ideas that connect.
Examples:
Campaign concepts
Creative territories
Messaging hierarchies
Headlines and hooks
Content strategy & thought leadership
Creating content that builds authority and demand.
Examples:
Thought leadership
Reports and guides
Content programmes
Ghostwritten executive content
Senior freelance support
An experienced extension of your strategy, creative or content team.
Examples:
Pitch support
Overflow work
Client projects
Short-term strategic support
Need senior B2B support for an upcoming brief?
Whether you need support with a pitch, a client project, a messaging challenge or ongoing content work, I can help bring senior B2B thinking and execution to your team. Available for project-based support, freelance partnerships and ongoing agency relationships.