Strategic Marketing Roadmap & Systems Implementation

Coutts had strong brand visibility and community presence — but marketing was fragmented, reactive and siloed.

This project restructured marketing into a cohesive, system-led growth function aligned with the firm’s 2027 strategy.

The Focus

The work centred on:

– Building a clear growth strategy prioritising Business Legal Services
– Implementing HubSpot as a single view of client and lead
– Aligning digital, physical and referral marketing into defined pillars
– Formalising roles, responsibilities and accountability

The shift was intentional: from “marketing activity” to measurable commercial impact.

The Strategy

Using the SOSTAC framework, the roadmap aligned marketing directly to business objectives.

Key initiatives included:

– SEO and PPC investment targeting high-value business services
– Lead nurture automation and enquiry system refinement
– Structured referral partner program
– Sales enablement tools for lawyers and internal teams
– Brand reinvigoration to support repositioning

HubSpot became the operational backbone, enabling reporting, segmentation, cross-sell visibility and improved conversion performance.

Empowering the Team

This was as much about internal capability as external marketing.

Clear sales tools (battle cards, scripts, profiling systems), defined departmental targets and structured processes enabled lawyers and support staff to confidently sell, cross-sell and nurture relationships.

Marketing moved from silo to strategic partner, with systems, dashboards and workflows creating visibility at Partner level.