Guest Q&A: Turning complexity into connection

A conversation with Sophie Eadie B2B Marketing and Events Strategy Consultant and Founder of Emerald-Tide Marketing.

This month I had the pleasure of catching up with Sophie and I got to find out more about her new business – Emerald-Tide Marketing. It's a results-driven marketing consultancy known for crafting strategies that truly connect with audiences. I recently supported her business growth journey through a short marketing consultation and messaging review, resulting in a sharper service proposition and enhanced value for her clients.

What inspired you to start your business and how did you come up with your business name?

After 15+ years in B2B marketing, I’d seen too many brilliant ideas get lost in translation. Complex offerings in tech, fintech, or energy were often explained in ways that made sense internally, but didn’t connect with the people who mattered most. I wanted to change that.

Starting Emerald–Tide was about helping brands navigate complexity with clarity and humanity – turning data into stories that resonate, and strategy into action that actually works.

I wanted a name that felt fresh, fluid, and alive – something that reflects momentum and change. “Emerald” speaks to clarity, growth and richness of perspective; “Tide” is about movement, cycles, and the idea that marketing, like the sea, has natural ebbs and flows. Together, Emerald-Tide captures the balance between strategic precision and creative adaptability.

Emerald-Tide Marketing helps B2B brands navigate complexity and communicate with confidence. We work across SaaS, fintech, wellness, infrastructure, and energy – industries that often have incredible products but struggle to articulate their value in a way that truly connects.

Our focus is human-first, psychology-led strategy. We combine the power of AI-driven insights with deep market understanding to craft brand positioning, messaging, and experiences that resonate on both an emotional and rational level. Whether it’s a growth-stage SaaS looking for sharper positioning or a fintech needing event-led lead generation that actually converts, we help them grow with clarity and meaning.

Why is it important to get the messaging and service proposition right before you develop any content?

Messaging is your foundation. If it’s not clear, consistent, and aligned with your market’s needs, you risk creating content that’s busy but ineffective. Strong messaging tells your audience: This is who we are, this is what we do, and this is why it matters to you.

The other piece is perspective. It’s easy to become 'too close' to your own business and ideas. Having a trusted third party review your messaging – as we did through our collaboration – helps identify blind spots, refine your tone, tighten language and highlight strengths you might not even realise you have. It's like having a marketing mirror that doesn’t just show your reflection, but your potential.

What’s one strategy or tool you couldn’t run your business without?

One strategy I couldn't run my business without is working backwards from the clients' customer. For me it's never about a flashy campaign or the latest tool. It's about the deeply understanding the psychology of the people my clients want to reach, the problems those people are trying to solve, and the decisions they're making along the way. When you anchor strategy in that human perspective, everything else – whether it's messaging, events or digital campaigns – falls into place with far more clarity and impact.

What trends do you see shaping your industry right now?

AI is the obvious one but not just as a shiny new tool. The real shift is in how AI can free up time for deeper human connection and creativity in marketing. I’m also seeing a growing demand for authenticity and clarity in B2B spaces – brands can’t just talk about features and benefits anymore. Leaders want messaging that inspires trust, fosters community, and makes people feel something, even in the most technical industries.

Where do you see your business in five years?

Emerald-Tide will be a recognised partner of choice for purpose-led B2B brands navigating growth and change. That means growing the Emerald Tide Series roundtable platform for senior leaders, and continuing to partner with brilliant creatives to deliver brand experiences that not only stand out but stand for something.

What piece of advice would you give someone considering starting their own business?

Get crystal clear on who you serve and why you’re the right person to serve them. Then, invest in your brand’s foundation early – your messaging, positioning, and proposition will influence everything else you do. Also, remember that building a business is a marathon, not a sprint. Pace yourself, celebrate the small wins, and don’t forget to enjoy the process (and the coffee breaks).

The impact of our collaboration

By providing marketing consultation, messaging review, and overall sanity checking, I helped Sophie refine Emerald-Tide Marketing's service proposition, creating a sharper, more compelling foundation for client work. The result? A stronger market presence, an enriched offering and greater impact for the brands it supports.