I help tech leaders figure out what marketing should look like ╏ Evidence-Based-Marketing Advocate ╏ Cargo Bike Enthusiast

I translate complex business goals into dominant search visibility for the world's biggest brands.

From architecting enterprise-level technical roadmaps to pioneering strategies for AI Search, I help companies not just rank, but own their digital shelf space. I thrive at the intersection of technical SEO, business development, and team building.

Key Achievements & Specialities:

📈 Driving Commercial Growth: Scoping, pitching, and closing enterprise SEO deals up to $500k in TCV.

💡 Shaping Search Strategy: Integrating SEO into core business objectives and the full marketing funnel, ensuring organic growth is a C-suite priority.

🤖 Innovating for the Future: Specializing in advanced SEO for LLMs and Generative AI, preparing brands for the next wave of search.

⚙️ Mastering Technical SEO: Executing complex, large-scale audits and building actionable roadmaps that engineering teams can implement effectively.

🎤 Industry Speaker: Sharing insights on stages for BrightonSEO, Search Engine Journal, and SEO Square.

🤝 Building Expert Teams: Leading technical interviews to identify and hire the best talent in the industry.

Vince Moreau

Clémence Lepers

Marketer

Your messaging should hit like an espresso shot, not a bedtime story.

I help B2B founders and marketing execs torch the fluff and carve out an edge buyers can’t ignore—through hands-on work with 60+ teams.

Two ways to do that:

1. Messaging sprint. I surface what you really sell, who it’s for, and why it matters—then turn it into a homepage buyers can’t mix up with anyone else.

2. Messaging breakthrough session. I crush your biggest messaging roadblock in 60 minutes and lock the next clear move (or you don’t pay).

Links in my featured section.

***

"She nailed what actually matters to our ideal buyers. Clear process, strong instincts, fast turnaround." Jessica Garrett—CMO at Zone & Co ($40M+ ARR).

“Our product and customer base is growing so fast, and our messaging has struggled to keep up. Clémence helped us take a complex product and a lot of things that lived in our heads and turn it into a story we can repeat with confidence. The whole team is now on the same page about how we talk about Mazlo, which feels like a big unlock for what comes next.” Kian Alavi—Founder at Mazlo.

"This is incredible!!" Tyler Moll—Founder at Covert Revenue.

"The workshops helped us reframe how we need to speak to our ICP and getting us thinking about our problems differently. We're close to where we need to be, and wouldn’t have happened without you asking us the questions we had been avoiding." Eryn Lueders—Head of Marketing at Basis Theory ($33M raised).

"At the end of our 60 minutes, I unblocked my main problem and had a messaging flow for my website." Victoria Crandall—Founder at No Filter PR.

Marketing Advisor

Advising startups on tackling growth challenges across conversion optimization and organic acquisition.

I’m starting a new video series on B2B messaging.

1 messaging idea or framework.
No edits or fancy animations.
60 seconds, max.

Two goals:

1. Get better on camera
2. Try something different than text-only posts
(3. Secret goal: politely invade your feed with my face)

If you’ve got a question or challenge around your messaging,  drop it in the comments.

Next homepage copy review, grab a big fat marker and circle every phrase you’d never say out loud.

“Unlock revenue growth”

You’d never say that at a coffee shop. Or Sunday BBQ. Or taco night (unless your friends were all AI chatbots). 

“See which deals will stall before they do.” 
That? You’d say.

If it sounds like what you’d say to a real person, keep it. If it sounds like a lifeless press release, kill it.

My beef with the “conversion optimization” advice plastered all over the internet is that it gives B2B founders false hope instead of hard truth.

The hope that conversions live and die on the page.

They don’t.

Your page is porous.

It absorbs the quality of your traffic, the awareness and sophistication level of your buyers, the urgency of their problem, and the timing of your ask.

Which means that if your offer is weak, your targeting is fuzzy, or your buyers aren’t ready, no amount of copy, design, or CRO wizardry will save you.

The homepage doesn’t create strategy.
It exposes it.

In 53 seconds, here’s why B2B homepage revamps often don’t deliver what teams expect.

And why optimizing the 'visible layer' first usually backfires.

WARNING: long-form B2B messaging process ahead. A VP of Marketing ($20M+ ARR SaaS) reached out with a familiar mess:

“We don’t have a clean answer to ‘why us’ anymore.”

Translation:

- Sales is rewriting the story on every call
- The message sounds “clear”… but interchangeable
- Every stakeholder has a different version of the story

Here’s how we fixed it in 3 weeks...
By making decisions the team had avoided.

↓

1) DATA DEEP DIVE (no opinions yet)

We didn’t start with copy.
We started with reality.

Client filled an intake + shared qual/quant assets.

I audited it all to see where the story was breaking:

- Where clarity leaked
- Where differentiation collapsed
- Where proof didn’t carry its weight

The goal? Look for facts and slips: the hesitations, contradictions, weirdly specific details, and subtle gaps that reveal real blockers, and hidden opportunities.

_____

2) WORKSHOPS (where decisions get made)

→ Workshop 1: Messaging + differentiation

The job here isn’t to brainstorm.
It’s to decide what must be true in the buyer’s mind.

So we surfaced, prioritized, and mapped out:

- Their target audience
- Their situation, problems, and triggers 
- How the product came into the picture
- Ways in which it solved the problems
- Promise, transformation + proof it works
- Enemy, POV, defensible differentiators

Most teams say they want differentiation. And then they defend 10 interchangeable claims because internal consensus feels safer than market contrast.

___

→ Workshop 2: Homepage structure

Key messaging decisions? Locked.
Then, we shaped the page.

Not by “filling sections”.
But by sequencing meaning.
By deciding what shows up and what doesn’t.

And make it flow like a buyer conversation:

“What is this?“
“Is this for me?”
“Do you get my situation?”
“How can you help me?”
“What will I get?”
“Why should I believe you?”
“Why you over the alternatives?”
“What happens next?”

_____

3) TRANSLATE IT INTO WORDS

Messaging = what you say.
Copy = how you say it.

If you skip the decisions, you get pretty sentences that don’t land. So the copy was built to answer 8 buyer questions I listed in step 2. 

That’s how you get a message that doesn’t just sound “clear.” It sounds like the obvious choice.

That’s the process I use with my B2B clients.

If you sell a product customers love, but your messaging feels fuzzy or toothless, you don’t need more internal debate. You need decisions.

And if you’re done DIY’ing messaging and want a partner to pressure-test it, choose it, and translate it into a homepage that hits, DM me or book an intro call.

Wednesday: "I’ll start doing videos on LinkedIn". Thursday: Shipped my first one. Why? Because of 2 mental models I try to follow religiously.

1. Shrink the gap between idea and execution. 

Instead of letting ideas fade into the digital attic of "someday" projects, I always try to ask myself: “What’s the fastest way to ship this?” I only act on ideas that energize me and move me toward my goals. (In this case: levelling up at speaking and showing up more viscerally than text content could.)

2. Build signal through repetition.

Most people try something out 5-7 times, feel weird, don’t get signal, and then give up saying “ehh this isn’t for me”. But early work isn’t supposed to validate you. It’s supposed to train your taste. Quantity trains quality. You don’t improve by judging early output. You improve by producing enough of it for patterns to emerge.

TL;DR: 
Speed creates learning. Volume kills bad ideas.
Taste is trained through repetition, not reflection.

Cheers!

Every founder I meet says this: "We need to be clearer." No. What you need is courage. Here’s 5 ways to be braver with your messaging:

1. Pick a villain. Don’t just say what you do, name the alternative that sucks (“ spreadsheets”,” “babysitting AI”, “endless admin”).

2. Dare to exclude. The sharper your line, the stronger your magnet. E.g.  “Not for companies under 100 employees. QuickBooks is cheaper for you.” Suddenly, +100 headcount companies lean in: “Finally, someone for us.”

3. Make the hidden cost explicit. Spell out the time, money, and energy your buyers are bleeding right now. “Your RevOps team spends 6–8 hours a week reconciling data across tools. That’s ~400 hours a year of expensive talent fixing spreadsheets instead of pipeline. We cut it to under 30 minutes.”

4. Commit to a POV. You can say “we scale with you” like everyone else in the game. Or you can say: “Move $5M+ per month without your finance team drowning in reconciliations”

5. Plant your flag. “We believe cameras that spy on drivers don’t make fleets safer. So we built one that coaches instead.” Some will disagree—but buyers who agree will rally.

Until you choose an enemy, exclude the wrong buyers, and plant a flag, your messaging will stay safe… and invisible.

Clarity helps buyers understand what you’re saying. 
But it doesn’t help them remember or choose you. 

Courage does.

A CMO told me: "We’ll clean up the messaging internally and see how it goes." That sentence almost always sounds reasonable. And it almost always leads to the same outcome.

Because when messaging work stays internal, it doesn’t fail for technical reasons. It fails for human ones.

Inside the company, messaging work triggers the same traps every time:

1. Status protection. Sharp choices imply something else was wrong before. People defend past decisions more than they pursue clarity.

2. Consensus bias. The safest sentence is the one no one objects to. So the message gets negotiated down to “acceptable”, not “decisive”.

3. Curse of knowledge. Everyone knows the product too well to hear it like a buyer. Context gets assumed. Value stops being explained.

4. Social risk avoidance. No one wants to be the person who cuts a feature, a persona, or a narrative someone else owns.

The result with internal work isn’t BAD messaging.
It’s INOFFENSIVE messaging.

And in B2B, inoffensiveness doesn’t lose loudly. It loses quietly. In deals that drag, and buyers who think “interesting, we'll think about it”.

If your homepage feels careful instead of compelling, the problem usually isn’t effort or alignment. It’s that the people closest to the work are the least able to cut it.

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Vince Moreau

Clémence Lepers

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The Battle

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Clémence Lepers

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