Basecamp_017 - April Tech Leaders’ Meet-Up

Location: WeWork, 2 Minister Court, London, EC3R 7BB

Topic: Predictable Marketing - really a thing?!

Marketing is one of the most important and yet most inconsistently executed parts of building a business.

Many founders know they should be doing more, but get stuck between overthinking strategy and defaulting to sporadic activity that doesn’t compound. The result is a stop-start approach that creates frustration rather than momentum.

In this Basecamp session, we’ll simplify marketing into a clear, practical framework: Attract, Educate, Activate. This structure helps you understand not just what to do, but why it works and how each stage builds on the last. We’ll explore how to consistently bring the right people into your world, help them understand the value of what you do, and move them towards taking action.

We’ll ground this in real examples, including a behind-the-scenes look at building a paid social campaign from scratch. We’ll walk through how to validate an audience, refine messaging, test images and hook lines, and structure content using a simple “pain → promise → proof” approach. You’ll see how small changes in positioning and clarity can dramatically improve engagement and results.

Finally, we’ll focus on activation - where most opportunities are won or lost. We’ll break down a simple email tactic that introduces certainty, scarcity, and urgency, and show how this can turn interest into real conversations. You’ll leave with a clearer approach to marketing, and practical ideas you can apply immediately.

How Basecamp Works:

Basecamp sessions are founder-led, discussion-driven, and practical.
You’ll learn by:

• working through your own situation

• listening to how others describe theirs

• spotting patterns, shortcuts, and blind spots together

Jim will guide the conversation, keep it focused, and introduce simple frameworks where helpful — but the real value comes from the group thinking it through in real time.

Then it’s all #upandtotheright 🚀