The context
The business had historically operated as a consumer marketplace, but there was an opportunity to build a new B2B revenue stream by helping self-storage operators acquire customers through the platform.
When I started working on the opportunity, there was no established B2B marketing motion, no operator-facing campaign infrastructure and no proven acquisition playbook. My role was to figure out how to take the proposition to market: who to target, what they cared about, how to position the product, which channels could reach them and what would convince operators to adopt it.
Finding the market
I started by researching the UK self-storage landscape and building a target universe of approximately 1,300 operators, alongside the relevant decision-makers within those businesses.
Rather than treating the market as one homogeneous ICP, I segmented operators by size, maturity and buying context, then tested different personas and value propositions across the market.
Building the GTM motion
I owned the go-to-market strategy across positioning, messaging and acquisition, building the marketing motion before the paid product formally launched.
- Customer and competitor research
- ICP development and segmentation
- Positioning and value proposition development
- Landing pages and sales enablement
- Outbound email and LinkedIn
- Case studies and social proof
- SEO and organic acquisition
- Partnerships, lifecycle communication and operator newsletters
Experimenting toward product-market pull
Early campaigns relied heavily on explaining the product. Later iterations shifted toward customer outcomes, specific commercial proof and recognisable operators already using the product.
Adding stronger social proof, case studies and quantified customer value helped turn the acquisition motion from an initial test into a repeatable playbook.
Turning acquisition into a repeatable growth motion
The programme ultimately helped convert 217 self-storage sites, with adoption growing from launch to approximately 15% of the UK self-storage market.
The product went from £0 revenue to approximately £86k annualised revenue, generating £60.7k during FY2025 and £43.2k in H1 2026 alone. Within roughly two years of starting the GTM work, the new B2B product represented 19% of total company revenue.