B2B Communications Consultancy

What You're Missing
Is Found in Context.

We help industrial, manufacturing, and enterprise tech teams turn market context into positioning that earns trust, speeds understanding, and moves buyers forward.

Our Services Read Insights
For Winning Long Buying Cycles

A buying decision that starts with one conversation still has to move through six more stakeholders, months of delay, three competing alternatives, and someone in procurement who was never in the room.

That is where positioning is tested, when the message has to carry the context with it.

Found in Context maps buyer priorities, market pressure, and the competitive landscape, then builds positioning and messaging that holds up across the full cycle.

Market Mapping Audience Research Competitive Analysis Systems Thinking Positioning Strategic Content

When your offer needs to be understood before it can be trusted.

Is your technical solution clearer to engineers than to decision-makers?

Industrial and manufacturing teams often sell into long cycles, niche audiences, and technical buyers, and pressure to prove ROI early. FIC maps what your market needs to understand, then turns that insight into positioning and content that helps your offer earn trust from first conversation to final decision.

Is your expertise being judged before it is understood?

Expert-led service firms often sell work that buyers cannot evaluate at a glance: advisory, legal, finance, IP, consulting, or technical expertise. FIC helps clarify the stakes, proof, and point of view behind your work, so buyers can see why your expertise matters and why you are the right person to trust with it.

What we do

The pieces are there. We find where they fit.

01

Market Context Mapping

We map the buying environment around your offer: who needs to understand it, what they compare it against, where trust is gained or lost, and what may slow the decision down.

Outcome: a clear view of buyer priorities, competitive alternatives, adoption barriers, and the strongest angles your positioning should be built around.

02

Trust & Positioning System

We turn the market findings into a positioning system that makes your value easier to understand across decision-makers, internal champions, technical buyers, and procurement.

Outcome: a clear value proposition, proof-point structure, message hierarchy, buyer objections to address, and trust signals placed where they matter most.

03

Sales Enablement & Thought Leadership

We turn your positioning into case studies, articles, LinkedIn content, explainers, one-pagers, pitch material, and website sections that support the buying process.

Outcome: content and sales materials built around buyer questions, decision friction, proof gaps, and the themes your market needs to hear repeatedly before it acts.

04

Market Alignment Support

We keep your positioning and buyer-facing materials useful as the market changes, using buyer questions, competitor shifts, CRM and sales feedback, content performance, and new proof points.

Outcome: ongoing recommendations, updated messaging angles, content priorities, and sharper alignment between what your market is saying and what your team communicates.

How we help

Start with the friction. We'll look for the pattern.

01

Tell us what feels off

Maybe the offer is strong, but people are not quite getting it. Maybe the sales conversation starts well, then gets lost somewhere between "interesting" and "let me discuss internally." Tell us what you're seeing.

02

We ask a few useful questions

Not a 47-field form designed by someone who hates humans. Just a short exchange so we can understand your market, your audience, and what you've already tried.

03

We do some homework before the call

We look at your website, competitors, positioning, and the wider conversation around your offer. This means the call starts with actual thoughts, not "so, tell me about your business."

04

We show you what we noticed

You get a clear read on what is working, what is unclear, and where the strongest opportunity sits. If it makes sense to work together, we'll tell you how. If not, you still leave with a sharper view.

The Field of Context

Essays and systems maps on how markets understand, trust, and respond to value.

All Articles

Marketing & Sustainability

Marketing After Growth-at-All-Costs

Marketing has been optimized for reach, conversion, and speed. But in a world of climate pressure, AI-generated content, and saturated markets, the next shift is more serious: building trust, supporting communities, and helping people make choices that create long-term value instead of more waste.

Coming soon

Climate & Systems

Where Bee Startups Fit in the Climate Adaptation Stack

From pollination monitoring to habitat restoration and agricultural resilience, bee-focused startups sit inside a wider system of food risk and climate adaptation. This systems map looks at where bee-focused startups fit and what they enable beyond pollination.

Coming soon

About Found in Context

Found in Context is built on the belief that strong communication starts before the message. It starts with understanding the market, the buyer, the system around the decision, and the context that makes an idea worth paying attention to.

My name is Deyanira Borisova, and I am a communications and marketing strategist with experience across corporate, startup, and freelance environments. I've worked on positioning, content strategy, sales enablement, research, and messaging for B2B services, technical products, and expert-led businesses — including teams working in long buying cycles where trust, clarity, and timing matter.

My work combines strategic marketing, audience research, systems thinking, and editorial judgment. I help teams understand what their market needs to know, what their buyers are trying to make sense of, and how to turn that into communication that is clear, credible, and useful.

Found in Context exists for businesses that do not need more noise. They need sharper thinking, stronger positioning, and the right context behind the message.

Deyanira Borisova, founder of Found in Context
Selected clients

Work for markets where trust has to be earned in detail

I've worked with industrial and expert-led teams whose offers need to make sense beyond the first conversation. I connect the core offer, the proof behind it, and the constraints around the decision before building the message.The outcome is communication that gives trust the context it needs.

SafeSpill
Innovaito
Insight Matters
For technical, strategic, or expert-led offers

Let's build the context behind the message

When your offer is hard to explain quickly, generic messaging will not carry it. I help you sharpen the positioning, clarify the buyer's decision, and communicate with more precision.

Start a conversation