BRAND, MARKETING & INFRASTRUCTURE

We build the marketing infrastructure that compounds, so your brand does commercial work even when your sales team isn't in the room.

One engine

One content asset produces output across every channel

3 pillars

Brand authority, pipeline discipline, and marketing infrastructure — built together

48 hrs

MQL-to-sales SLA built into every marketing system we design

THE PROBLEM

Content gets written. Campaigns launch. Nothing compounds.

If any of these sound familiar, you don't have a marketing problem,  you have a system problem.

Marketing runs but doesn't contribute to pipeline.

Posts go up, newsletters go out, events get attended. At the end of the quarter, no one can trace a single deal back to a specific marketing action. Activity without attribution is expensive noise.

The brand says something different than the sales team.

Website says one thing. Deck says another. Every rep has their own version of the story. Buyers notice before you do, and it erodes trust at exactly the moment you need it most.

Content is produced but doesn't travel far.

A blog post publishes. One LinkedIn post goes out. Then silence. The same asset could have fed your newsletter, your sales outreach, your event talk, and your battle cards. Instead it sat in a folder.

Positioning is vague enough that no one disagrees, and no one remembers it.

If your messaging could apply to any company in your category, it applies to none of them specifically. Safe positioning is invisible positioning. Invisible positioning doesn't close deals.

THREE PILLARS. ONE SYSTEM. 

Marketing only works when brand, pipeline, and infrastructure are built together.

Each pillar on its own is incomplete. Together they form a marketing system that compounds over time.

Pillar 01

Brand authority

Positioning so clear that your market understands what you do, and why you specifically. Not a tagline. Not a value proposition paragraph. A category you own.

  • Positioning & messaging architecture
  • Narrative that guides all channels
  • Thought leadership strategy
  • Content pillars aligned to ICP pain

Pillar 02

Pipeline discipline

Marketing measured by its contribution to ARR, not impressions, not followers. Campaign architecture with defined MQL targets, conversion benchmarks, and attribution that actually works.

  • Campaign framework (always-on + flagship)
  • MQL definition & lead lifecycle
  • 48hr MQL-to-sales handoff SLA
  • Marketing KPIs tied to revenue

Pillar 03

Marketing infrastructure

The operational backbone that makes marketing repeatable. CRM logic, content engine, editorial calendar, and the processes that let a small team punch above its weight, consistently.

  • CRM & HubSpot configuration
  • Content engine (one asset → many outputs)
  • Editorial system & campaign rhythm
  • Channel mix & budget allocation

THE METHOD

Seven steps. In this order.

Sequence matters. Most companies fail at marketing because they build outreach before positioning, or campaigns before infrastructure. We don't.

01. Define the commercial core

Before positioning. Before messaging. Before any creative work. We anchor on ICP precision, segment priority, ACV expectation, buying committee structure, pain intensity. Everything downstream floats without this.

ICP ENRICHMENT

SEGMENT PRIORITY

BUYING COMMITTEE MAPPING

02. Positioning — the category you own

One clear answer to: in the mind of your ICP, what category do you own? Not features. Not modules. A frame your market can repeat without you in the room. If it takes more than three sentences, it isn't positioning — it's adjectives.

CATEGORY DEFINITION

CORE POSITIONING FRAME

COMPETITIVE DIFFERENTIATION

03. Messaging architecture — persona-specific

The positioning frame splits by persona. Each buyer needs to understand: what changes for me, what risk disappears, what advantage appears. This is where 80% of B2B companies collapse into feature soup.

PERSONA MESSAGING

PAIN-TO-VALUE MAPPING

OBJECTION PRE-EMPTION

04. Marketing narrative — the story over time

Narrative is not a slogan. It's the market shift your company leads — and your role in it. This guides whitepapers, events, LinkedIn, web copy, and sales decks. If marketing and sales don't tell the same story, trust erodes silently.

NARRATIVE FRAMEWORK

EDITORIAL DIRECTION

THOUGHT LEADERSHIP POSITIONING

05. Content engine — one asset, many outputs

A whitepaper becomes a blog article, four LinkedIn posts, a newsletter section, an event topic, and a sales battlecard input. We build the engine that multiplies each piece of content across every channel without producing more work.

CONTENT PILLAR DESIGN

EDITORIAL CALENDAR

MULTI-CHANNEL DISTRIBUTION

06. Campaign architecture — always-on + flagship

Two rhythms running simultaneously: always-on demand generation that keeps pipeline flowing, and flagship campaigns (benchmark reports, original research) that create authority moments. Each campaign has a defined MQL target and sales handoff SLA.

CAMPAIGN FRAMEWORK

MQL TARGETS

LEAD NURTURING

07. Infrastructure — make it repeatable

CRM configuration so attribution works. HubSpot email sequences. Budget allocation by channel. KPI framework that reports marketing's contribution to ARR — not vanity metrics. The plumbing that lets a small team perform like a large one.

CRM SETUP

ATTRIBUTION MODEL

KPI FRAMEWORK

WHAT YOU GET

A marketing system your team can run without us.

Every engagement ends with documented infrastructure — not a strategy deck that collects dust after the presentation.

| Positioning & messaging document

Core positioning frame, persona-specific messaging, and the competitive differentiation narrative — the single source of truth that keeps sales and marketing telling the same story.

| Content pillar architecture

Five content pillars aligned to ICP pain points, with a quarterly editorial calendar and the content engine framework that multiplies each asset across channels.

| Campaign playbook

Always-on campaign framework with defined MQL targets, conversion benchmarks per stage, and a 48-hour sales handoff SLA baked into the process.

| Marketing KPI framework

Revenue-linked KPIs — MQLs, SAL acceptance rate, CAC by channel, pipeline influenced. Configured in your CRM so attribution works and reporting takes minutes, not a spreadsheet export.

| CRM & infrastructure setup

HubSpot lead lifecycle configuration, email nurture sequences, and channel attribution logic — the operational backbone that makes the system repeatable at scale.

| Marketing narrative guide

The market story your company leads — structured to guide whitepapers, event talks, LinkedIn content, and sales decks. One narrative. Every channel. No more version drift between teams.

FAQ

What people ask before getting in touch.

We already have a marketing person. Can this work alongside them?

Yes, and it works better that way. We design the system with your team, not above them. The positioning document, content engine, and KPI framework are built collaboratively so your marketing hire owns and runs them. We're building capability, not dependency.

We don't have time to produce a lot of content. Does this still work?

The content engine is specifically designed for constrained teams. One well-researched whitepaper per quarter, distributed across six to eight touchpoints, outperforms twenty undistributed blog posts. We design for output leverage, not volume.

How is this different from hiring a content or brand agency?

Agencies produce deliverables. We build systems. The difference is that after an agency engagement, you need them again for the next campaign. After a Hergeth engagement, your team has the architecture, the playbook, and the infrastructure to run it independently.

Do you do the actual content production?

We design the engine and produce the first flagship assets to establish the standard. Ongoing production is typically handled by your team or a content partner we help you brief and manage. We build the brief-to-delivery process so quality stays consistent regardless of who executes.

How long does an engagement take?

The positioning and messaging work takes 3–4 weeks. Building the content engine and campaign architecture takes another 3–4 weeks. Infrastructure setup runs in parallel. A fully operational marketing system is typically live within 10–12 weeks from kick-off.

NEXT STEP

Marketing that compounds. Not just campaigns that launch.

A 30-minute conversation about where your current marketing system is breaking down, and what a compounding one would look like for your stage.