Lou Goodman

I help B2B companies, particularly in recruitment and talent, build marketing strategies that make growth easier and more efficient over time, not just more expensive.

Most B2B companies are missing the brand fundamentals that drive success in consumer marketing: mental availability, long-term positioning, and strategies that compound over time.

I bring brand-building discipline from working on major consumer brands (eBay, Shell, Premier Inn) into B2B contexts. My approach is grounded in evidence-based frameworks.

Services Offered:

Strategic Planning & Growth Strategy

Building strategies that balance immediate performance with long-term competitive advantage, creating frameworks for sustainable growth.

Brand & Market Positioning

Developing clear positioning that differentiates you from competitors and creates lasting value. Particularly valuable for companies in two-sided marketplaces like recruitment.

Marketing Strategy & Architecture

Designing marketing approaches that go beyond lead generation to build brand equity that makes acquisition easier and more efficient over time.

Thought Leadership & Strategic Content

Creating substantive thought leadership—reports, frameworks, strategic content—that establishes expertise and shapes market conversations.

Who I Work With:

Scale-ups and established B2B companies, particularly in recruitment, talent acquisition, who recognise that tactical marketing alone isn’t working and are ready to invest in strategic foundations.

Pricing:

While my hourly rate is £100, I typically work on bespoke project-based pricing tailored to scope and deliverables. Strategic projects range from focused positioning work to comprehensive growth strategies. Contact me to discuss your specific needs.

5+ years leading B2B marketing at Monster (global B2B marketing strategy)

Major consumer brand experience at top UK media agencies MediaCom and Manning Gottlieb OMD

Started my career in specialist recruitment marketing agencies (Barkers, TMP)

Deep understanding of two-sided marketplaces and recruitment sector dynamics

Randstad Future Executive Programme at Tias Business School