Generation One Generation One · step 8 · Marketing

Marketing Strategy

How Evolut gets itself chosen, by buyers and by AI, and launches as the obvious choice at every one of the 42 moments.

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39 slidesPublished 9 Oct 2026The deck we wrote for ourselves, shared as it is

Claim	Source	Status
Most B2B buyers are out of market at any given time: about 95%.	Dawes, B2B Institute, 2021	Sourced
A buying group shortlists about five suppliers and chooses one.	6sense, 2025, cited in Seen Isn't Selected	Sourced
Brands that grow keep investing in memory, not only demand.	Binet and Field, B2B Institute, 2019	Sourced
We have the craft: 25+ years and 1,000+ projects.	Our studio record	Our record
Clients value commercial and creative together.	Matthew Muller, CMO, LAVO	One voice
Buyers ask AI assistants about our category before they call.	Our premise; 200+ questions will test it	Not yet measured
Our own fitness across the 42 moments.	Our Fitness Test, month one	Not yet measured

Dimension	Evolut	Brand agencies	Search and AI agencies	Doing nothing
Difference and craft	Strong	Strong	Rarely the focus	None
Measured before and after	Every change	Rarely	Traffic and rank	None
Answers in AI and search	Built in	Rarely	Strong	None
Prices and timing published	Every price	Rarely	Sometimes	Free, but costly
Proof of our own results	Not yet	Case studies	Case studies	None

Layer	Objective	KPI	Target	Owner	Read
Business	Grow new-client revenue	New-client revenue	Set after baseline	Founder	Quarterly
Business	Build recurring revenue	Clients on Generations	Set after baseline	Founder	Quarterly
Marketing	Fill the first step	Fitness Tests sold	Set after baseline	Marketing lead	Monthly
Marketing	Open the front door	RocMode Scores started	Set after baseline	Marketing lead	Weekly
Communication	Be remembered for one idea	Unprompted recall	Set after baseline	Founder	Quarterly
Communication	Be named by AI assistants	Named share, 200+ questions	Set after baseline	Marketing lead	Monthly

A grid of 42 dots: six buyer types by seven stages — 10Six buyers, seven stages

Stage	The buyer asks	Our marketing answers with
Known	Who comes to mind?	Field Notes, founder posts
Found	Who do assistants name?	Answer pages, schema
Answered	What does it cost?	Published prices, scopes
Believed	Has it worked for others?	Results, predictions
Preferred	Why them over the rest?	One idea, the Orchid Test
Bought	What's a safe first step?	Free Score, Fitness Test
Kept	Did we choose well?	Quarterly re-test, report

19Search and AI answers

Channel	Family	Job	Format	Cadence
Website and answer pages	Owned	Answer, convert	Answer pages, prices, Score	Weekly
Field Notes email	Owned	Stay remembered	One finding, one fix	Fortnightly
Founder LinkedIn	Owned	Build memory	Posts, stories, short video	3 a week
PR and speaking	Brand	Borrow trust	Selection Report, talks	Quarterly
RocMode co-marketing	Partner	Borrow reach	Webinars and referrals	Monthly
LinkedIn and search ads	Paid	Capture demand	Winning posts, brand search	Always on

Channel	Our unfair advantage	Others usually	So we
Website and answer pages	Built from real buyer questions	Built from keywords	Answer, then show the price
Field Notes	Findings from RocMode data	A digest of links	One finding, one fix
Founder LinkedIn	The founder wrote the method	Polished case posts	Show the working
PR and speaking	Patterns nobody else measures	Award entries	Lead with findings
RocMode co-marketing	Partner for the method	Referral swaps	Help Score users act
LinkedIn and search ads	Spend on proven winners	Boost everything	Pay only behind evidence

Campaign	Tier	When	Measured by	Share
Launch: the obvious choice	Always-on	From 16 Oct	Fitness Tests from launch Scores	20%
Be the answer	Always-on	All year	Scores started from answer pages	18%
The Selection Report	Always-on	Each quarter	Conversations from report readers	12%
Next year starts now	Tentpole	Nov to early Dec	Fitness Tests booked for Q1	8%
Plan to be chosen	Tentpole	Mid Jan to Feb	Fitness Tests in budget season	10%
Seen Isn't Selected, live	Tentpole	Mar to Apr	Scores started after talks	8%
Spend it on a baseline	Tentpole	May to Jun	Fitness Tests before 30 June	8%
The Orchid Test	Tentpole	Jul to Aug	Niche Sprints booked	8%
Score clinics with RocMode	Tactical	Two bursts	Score users to a conversation	6%
When AI search changes	Tactical	Reactive	Scores in the fortnight after	2%

Campaign	Champion	Money	User	Sceptic	Boss	Adviser
Launch: the obvious choice	●			●	●
Be the answer		●	●	●		●
The Selection Report	●				●	●
Next year starts now		●			●
Plan to be chosen	●	●			●
Seen Isn't Selected, live	●					●
Spend it on a baseline	●	●
The Orchid Test	●			●	●
Score clinics with RocMode	●		●
When AI search changes			●			●
Campaigns serving	7	4	3	3	5	4

A grid of 42 dots, one per moment — 31Measurement framework

Indicator	Type	Read	Target
Our fitness, 42 moments	Lever	Monthly	Set after baseline
Named share in AI answers	Lever	Monthly	Set after baseline
RocMode Scores started	Lever	Weekly	Set after baseline
Score to Fitness Test	Lever	Fortnightly	Set after baseline
Fitness Tests sold	Outcome	Quarterly	Set after baseline
Fitness Test to next step	Outcome	Quarterly	Set after baseline
Clients on Generations	Outcome	Quarterly	Set after baseline

Channel	Health measure	Now	In 90 days	Read
Website and answer pages	Scores started from pages	Read in month one	Set after baseline	Weekly
Field Notes	Subscribers and replies	Read in month one	Set after baseline	Fortnightly
Founder LinkedIn	Conversations started	Read in month one	Set after baseline	Fortnightly
PR and speaking	Talks booked, citations	Read in month one	Set after baseline	Monthly
RocMode co-marketing	Referred Scores	Read in month one	Set after baseline	Monthly
LinkedIn and search ads	Cost per Score started	Read in month one	Set after baseline	Fortnightly

Risk	Why it matters	Mitigation
Our own scores start low	We don't yet look obvious	Fix the weakest moment first, every month
Founder time runs short	Posts and talks stall	Batch monthly; team voices share the load
Confusion with RocMode	Buyers blur the two	We own chosen; RocMode named in context
AI answers move slowly	Found takes months	Report named share monthly, judge quarterly
Naming brands in reports	Legal and goodwill risk	Patterns by category, never league tables
Proof stays thin	Believed stays weak	Results clause in every client contract
Ten campaigns spread us thin	Nothing gets done well	Half the budget stays on three always-on campaigns

Gate	Decision	Owner	Unblocks
1 · Ideal client	Confirm the primary segment	Founder	Segments, campaigns, coverage
2 · Start date	Set: launch 16 Oct 2026	Founder	Roadmap, next 90 days
3 · Baseline	Run our own Fitness Test	Marketing lead	Every target in this deck
4 · Budget	Set the monthly total	Founder	Budget and campaign amounts
5 · Targets	Set targets from the baseline	Founder, marketing lead	Objectives, levers, channels
6 · Proof	Agree a results and permission clause	Founder, with legal	Proof plan, case studies

The rest of Generation One

Five decks. All of it, in public.

We ran Evolut through our own method and published every deck it produced. Want the same for your business? It starts with a Fitness Test.

Take the Fitness Test Follow Generation One

Marketing Strategy

Chosen before

the first call.

The strategy in five lines.

Be the obvious choice, at all 42.

Own one idea.

Build memory, then capture demand.

Be the name in the answer.

One door, one first step.

Eight parts. Each one is built from the one before.

Evidence and insight

Growth thesis

Buyers and segments

Channels and content

Campaigns

Measurement

Budget and team

Roadmap and gates

We have the credentials. We need the evidence.

What we start with

What we lack

What we know, and how sure we are.

Buyers decide before they call.

So be the obvious choice.

One bet, stated so it can be wrong.

If Evolut is the obvious choice at all 42 moments and the free Score is the door, buyers will take a Fitness Test, because they've seen where they stand.

Where we win today, and where we don't yet.

Three layers of objectives, each feeding the next.

Six buyers. Seven stages. 42 moments.

Who we win first.

B2B brands with a sales team

Considered-purchase brands

Public and for-purpose bodies

One roof, three pillars, one foundation.

Natural selection, on purpose.

Get shortlisted.

Get chosen.

Check our working.

Strategy is what we choose not to do.

We will

We won't

How we grow.

Build memory. Capture demand. Do both.

Brand building: be remembered.

Demand capture: be the answer.

Our own marketing runs as Generations.

Measure

Vary

Select

Inherit

Three pillars. Each has a job in the funnel.

Get shortlisted.

Get chosen.

Check our working.

Four owned franchises. One idea.

Field Notes

Evolution stories

The Selection Report

Seen Isn't Selected playbooks

Be the studio AI assistants name.

Answer pages

One clear entity

Pages machines can read

Proof that checks out

Mentions elsewhere

Every channel has one job.

Why us, on every channel.

AI makes the variation.

We make the selection.

Ten campaigns. One place they all end.

Launch: Evolve into the obvious choice.

Be the obvious choice at all 42 moments.

Plan to be chosen.

Set this year's budget where buyers drop you.

No buyer left unserved.

People carry an idea further than ads.

The founder

RocMode and partners

Fill the proof gap in three moves.

Our track record.