Positioning. Demand. Revenue.

Commercial Marketing and Demand Generation

We help organisations run marketing as a managed commercial function. Our work links positioning, customer insight, channel choices and campaign design directly to revenue objectives, with clear standards and reporting that leadership can run. The result is a single view of marketing activity, its contribution and where adjustments are required.

Customer and Market Research

We run customer and market surveys that guide commercial decisions. This includes brand perception studies, customer satisfaction and NPS, segmentation research, and retail and shopper surveys, with findings translated into clear implications for positioning, channel investment, and execution.

Trade Marketing and Sales Activation

We strengthen route to market execution with clear activation plans, trade standards, and field enablement. This includes promotion mechanics, merchandising standards, visibility and availability routines, and sales tools that improve conversion at the point of sale.

Digital Demand Generation

We build a digital acquisition system that converts attention into qualified demand. This includes channel strategy, search intent and content, landing page and conversion optimisation, paid media governance, and performance reporting tied to pipeline and revenue.

Customer Engagement & Loyalty

We design engagement programmes that increase retention and customer value. This includes segmentation, lifecycle journeys, CRM campaigns, loyalty mechanics, and customer feedback loops that turn repeat purchase into a managed routine.

Marketing Performance and Reporting

We set measurement standards leaders can trust across channels and campaigns. This includes KPI definitions, dashboards, attribution rules where appropriate, and reporting cadence that links marketing activity to pipeline quality, conversion, and customer value.S

How We Work

Commercial First

We begin with the commercial question, not channels. Together we define the revenue and customer objectives, the priority markets, and the role marketing must play. This creates a clear brief that anchors all work that follows.

Simple Operating Rhythm

We agree a practical working rhythm with your team, usually built around a weekly or fortnightly review. Work is broken into clear pieces with named owners, and we keep a visible list of decisions, tests, and actions so progress and accountability are easy to track.

Evidence and Adjustment

We rely on customer evidence and performance data rather than opinion. Surveys, funnel and sales data, and feedback from the field are used to refine messages, channels, and budgets over time so the plan improves with each cycle.

Client Success Stories

Case Study 1: Retail brand transformation

A regional retail chain wanted to grow beyond its core market and strengthen its brand. We worked on clear positioning, refreshed identity and messaging, and an integrated digital and in store campaign plan. The result was stronger brand recognition, higher store traffic, and a significant uplift in online sales over a six month period.

Case Study 2: B2B software sales system redesign

A B2B technology firm was struggling to convert pipeline into closed deals. We redesigned the sales approach with clearer value messaging, qualification standards, account planning, and supporting campaigns. This improved lead conversion, shortened the sales cycle, and increased recurring revenue from existing accounts.

About Hessons Consulting Group

Hessons Consulting Group is a management consulting firm in Kenya that collaborates with leaders in business and society to address their most pressing challenges and unlock their greatest opportunities.Our approach blends deep industry expertise, innovative thinking, and a tailored methodology to craft strategies that enable enduring success. With an unwavering commitment to excellence and integrity, we empower our clients to achieve extraordinary results in an ever-evolving world