TRUE MERIDIANClarity in every direction

Brand strategy & positioning for B2B SaaS

Your marketing problem may not be a marketing problem.

Most B2B software companies have outgrown the story they tell. I help leadership teams turn complex product capabilities into positioning and messaging their buyers understand, believe and act on.

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Beth Norton, founder of True Meridian
Beth Norton · Founder, True Meridian
B2B softwarePlatform, SaaS and composable tech
Leadership levelWorking with founders, CEOs and CMOs
Positioning firstClarity before campaigns, every time

The problem

Narrative debt is the gap between what your business has become and what your market understands it to be.

It builds quietly. The product ships faster than the story. New segments arrive before the messaging catches up. Then marketing gets asked to fix a problem that started upstream.

  • Prospects like the demo, then can't explain why you're different from your competitors.
  • Sales, Product and Marketing each describe the company in a different way.
  • Your website lists features, but buyers can't see what changes for them.
  • Spend on campaigns keeps rising, but pipeline growth stays flat.

Services

Four ways to work together

Each engagement is scoped around the outcomes and value it delivers to your business, not hours or deliverables. Start with a diagnosis, align your leadership, bring me in to own positioning end to end, or have me lead and grow your marketing team.

Diagnose

Strategic Assessment

A focused audit of how your market sees you today, built around the Narrative Debt Diagnostic.

  • Narrative Debt Diagnostic across web, sales and product
  • Buyer and competitor perception review
  • Leadership interviews
  • A priority roadmap of what to fix first, and why
Fixed fee2–3 weeks

Align

Executive Workshop

A facilitated session that gets your leadership team agreeing on who you serve and why you win.

  • Pre-work and stakeholder input
  • Full-day facilitated workshop
  • Positioning statement and value pillars
  • Written summary and next steps
Fixed fee1–2 days + prep

Build & embed

Positioning Retainer

Ongoing senior strategic partnership, focused on the commercial outcomes that matter most to your business.

  • ICP definition and segmentation
  • Market positioning and category narrative
  • Messaging architecture for each buyer persona
  • Enablement for Sales, Product and Marketing
From £8,000 / month3 months +

Lead

Fractional Marketing Leadership

Senior marketing leadership, part time. I lead and develop your team so strategy turns into consistent, commercial execution.

  • Leadership of your marketing team, with coaching and mentoring for managers
  • Planning, priorities and performance frameworks
  • Steady leadership through change, from restructures to rapid growth
  • AI enablement: embedding AI into team workflows and turning adoption into measurable commercial value

Limited to two clients at a time

Monthly fee3–6 months · ~1 day / week

Step 1

Understand

We find the gap between what you've built and how the market reads it.

Step 2

Decide

Leadership commits to one clear position and one story.

Step 3

Embed

The story reaches every pitch, page and launch, so it holds up in the field.

Case studies

Work that changed the conversation

Selected work from client engagements and senior leadership roles in B2B technology.

Global SaaS businessBrand transformation

Repositioning a global SaaS brand

Created a single strategic narrative that became the foundation for global go-to-market activity.

~10%Improvement in win rate in the two quarters after launch

Challenge

After rapid international growth and new AI product development, the business lacked a clear, consistent market narrative.

Product, Sales and Marketing were each communicating a different value proposition, creating confusion inside and outside the company.

Approach

Led a global repositioning programme with executive leadership to redefine positioning, messaging and brand narrative.

Facilitated stakeholder workshops, built a unified messaging framework and hierarchies by persona, and embedded it across Marketing, Sales and customer communications.

Business value

  • Win rate improved by around 10% in the two quarters after launch
  • Unified brand messaging across 3 primary global markets
  • Enabled 50+ customer-facing employees with one consistent value proposition
  • Delivered a scalable messaging framework supporting multiple product features
  • Improved alignment between Product, Marketing and Sales, so teams worked from one plan and campaigns launched faster
Scaling technology businessFractional leadership

Building a high-performing marketing function

Created a marketing function capable of scaling alongside the business.

Challenge

A rapidly scaling technology business needed experienced leadership to strengthen its brand and content capability through organisational change and ambitious growth targets.

Approach

Provided strategic leadership across brand, content and communications.

Introduced AI-powered workflows to improve efficiency, mentored managers, aligned stakeholders and built a more commercially focused operating model.

Business value

  • Led and developed a team of 30 marketing professionals
  • Cut content production time by around a quarter with AI-powered workflows
  • Reduced agency reliance by building internal capability
  • Brought Marketing, Product and Commercial teams behind shared priorities
  • Established quarterly planning and performance frameworks still used by the business

Client names withheld for confidentiality

“What immediately struck me about Beth was her confidence and clarity around what success looked like, alongside her strong understanding of what needed to be done to achieve it.”
Co-CEO, B2B SaaS business
“Beth combines strategic vision with exceptional leadership. She creates an environment where people feel heard, supported, and empowered, while consistently bringing clarity and direction to complex business challenges. I would work with her again in a heartbeat.”
Mentee, consulting engagement
Beth Norton working on a laptop outside a stone building

About

I've sat on both sides of the story.

12+ years of brand, content and marketing leadership across B2C ecommerce and enterprise SaaS.

I've led marketing for 90+ global brands, including Procter & Gamble and Johnson & Johnson, and headed global brand and content at Amplience, an enterprise SaaS platform. My career began as a full-time content creator, so every strategy I build starts with the audience.

Across all of it I saw the same pattern. The product moved fast, the market moved on, and the story stayed where it was. Marketing was asked to fix it with more activity, when what it needed was clearer positioning.

True Meridian exists to fix the story first. I work directly with founders and leadership teams, and I invest in the people who carry the strategy, because a clear story only holds if the team behind it is confident and well led.

Beth Norton smiling

Start here

Find your true north.

Pick a time for a 30-minute strategy call, and let's talk.

Email

contact@bethnorton.co.uk

Prefer LinkedIn? Message me on LinkedIn with the word NARRATIVE to get the Narrative Debt Diagnostic.