Data-driven marketing communications

KPIs drive technology, manufacturing and engineering businesses. If you aren't measuring it, you aren't focusing on it

Guided Communication cuts through the noise to turn complex technology into sharp, compelling stories — from whitepapers and blogs to press releases and social posts. Often seen as an external Head of Marketing or Comms, I help brands like Nokia, Doodle, Catalyst, and Deutsche Telekom engage B2B audiences with clarity. Based in Belfast, working globally, I deliver standout content across channels — from LinkedIn to podcasts, from thought leadership to short-form video — whatever holds attention in today’s fast-moving world.

Maximising tools for outreach

Strategic use of LinkedIn is one of the best ways to reach a professional audience.

You are the key influencer

Guiding technical experts to not only communicate their value propositions smartly, but to establish themselves as key influencers in the market.

AI-driven, human approved

We use AI effectively to increase output, delivering more results in the same amount of time.

Some recent client projects

Without clear communications, your business may struggle to grow.

This is where Guided Communications can help.

Thought leadership: a widely successful LinkedIn strategy

Our client OptoFidelity is a global leader in a highly technical market, providing testing equipment for the glass substrate in AR/VR devices. In late 2024 I recommended that we begin a thought leadership campaign with a monthly LinkedIn newsletter. Despite our market being niche, we gained almost 700 subscribers in the very first week of launching the newsletter. The statistics have spoken for themselves about the huge value of this newsletter: more than 1,800 subscribers reading the content monthly, with more than 8,000 impressions, driving a surge in inbound leads. The newsletter provides market analysis that cannot be obtained anywhere else, and it proves a point: if there's a technical area in which you're a global expert, people will pay attention, listen, and look forward to your insights. Our creativity and talent in technical writing really shines through in OptoFidelity's Light Views newsletter.

Successfully navigating a total brand overhaul

Business Simulations is a valued client who needed to refresh their website, corporate messaging and branding, to better showcase the strength of their global market position. We came on board in early 2025 as fractional Head of Marketing, managing the whole rebrand process and working with local graphic designer Tiptop Creative on the visual aspects of the brand. The website required almost a total rewrite and overhaul of navigation to ensure the customer journey led to increased sales. So far, the statistics have shown a dramatic increase in impressions and qualified sales leads, and the brand now successfully communicates the company's strong leadership position in the business simulations market. Their LinkedIn activity has surged, leading to far greater impressions, followers and leads.

Modern, catchy explainer video

As Marketing Manager for Liopa, I produced this video in February 2019 to explain their groundbreaking lip-reading technology.I developed the concept, wrote the script, and liaised with a talented local video production agency to create the video.

In addition to the video, I direct all of Liopa's communications and marketing efforts. See what we're up to at www.liopa.ai and www.sravi.ai.

An award-winning tech blog

From 2015-2019 I wrote and edited Catalyst's Award Winning well-known TechWatch blog. Under my direction, we won the Best Business Blog Award at the DANI Awards two years in a row. My articles were published in Silicon Republic and Sync NI, and our most popular articles went upwards of 10,000 reads - a big number for a regional technology blog.

Showcasing technologists

NearForm had a common problem: the biggest asset in the business was people - all technologists and engineers. They struggled to demonstrate this incredible human value. I came up with the idea of a "Virtual Coffee" series of interviews with some of the talented computer scientists that work for NearForm. The content was well received both internally and externally, and helped define why NearForm is an engineering consultancy worth hiring.

Creating a more secure world

As communications consultant for cyber security experts Vertical Structure since 2018, I have helped communicate their wares to a local SME audience.

My strategies have included the following.

Modernising and rewriting the VSL corporate website
Developing proactive commentary on global cyber issues
Liaising with partners to develop joint communications
Being a finalist at the 2019 Belfast Telegraph IT Awards
Working with customers to develop a series of case studies
Writing articles and social posts to explain the company’s offerings
Advising on how to integrate sales and marketing

A series of technical whitepapers

As content specialist for the Finnish software firm MagiCAD from 2013 – 2016, I developed a series of whitepapers about BIM (Business Information Modeling). The content was pushing the frontiers in the construction modeling industry, as people did not understand what BIM was, or what impact it could have. By creating this valuable content, MagiCAD was able to build a vetted list of quality marketing contacts – and this helped inform their whole marketing strategy around BIM.

Click this link to read any of the whitepapers.

For example:

Understanding BIM in the age of digitisation
Using BIM to lower the lifetime cost of a building
Using BIM to transform MEP design