Most marketing activity looks busy but struggles to convert.
Content goes out. Campaigns run. Leads trickle in. Then everything stalls. Prospects ghost. Pipelines wobble. Founders are left wondering which bit isn’t working.
This masterclass is about fixing that.
In Marketing That Converts, Adam Graham breaks down how to move prospects through a clear journey from awareness to demand to trust. Not with hacks or spammy tactics, but with a narrative-led system that compounds over time.
You’ll learn how to stop spraying and praying and start building a joined-up marketing engine where every touchpoint has a purpose. One that supports sales, strengthens positioning, and creates qualified demand you actually want to pursue.
This is practical, strategic, and designed for founder-led agencies who want marketing to pull its weight.
Aims of the session
Story that sticks
Clarify the angle that makes buyers care. Define your edge and learn how to use it consistently across content, campaigns, and conversations.
System that scales
Understand how to connect content, events, campaigns, and nurture into a single engine so nothing leaks or gets forgotten.
Trust over noise
Move away from spray-and-pray tactics and build momentum through relevant, human touchpoints that buyers actually respond to.
you’ll leave with
A one-page Awareness → Demand → Trust plan for the next 90 days.
A practical channel checklist balancing inbound and smart nurture.
Three ready-to-run campaign ideas tailored to your positioning.
Why it works
Great marketing needs both creativity and consistency.
This session blends story and system so your marketing does more than create noise. It creates movement. From attention to action. From interest to opportunity.
If you want marketing that converts without selling out, this is where to start.
Who should attend
Founder-led agencies and consultancies
Teams tired of disconnected marketing activity
Businesses relying too heavily on referrals or one-off wins
Leaders who want consistency without losing their human edge
Masterclass host
Adam Graham is a creative, commercially focused new business and marketing specialist with over fifteen years’ experience across consultancy and in-house roles. He’s worked with global agencies including RAPP, Vizeum and Isobar, within networks such as Omnicom, Dentsu Aegis and Havas, leading hundreds of successful multi-million-pound pitches.
As Founder of Gray Matters, Adam helps founder-led agencies turn positioning into pipeline by combining story, strategy and systems. His focus is building repeatable, sustainable growth that feels human, not heavy.
Adam hosts The Art of Sales podcast, launched the Masters training programme, and regularly speaks at industry events. He partners with organisations including the IPA, BIMA and the Alliance of Independent Agencies, and is listed on the BD100.