Matt Benter

The Square Table

Founder

My career began in the high-stakes world of political campaigns, where every decision could swing an election. I learned to craft messaging that resonates, moves people to action, and produces measurable results under intense pressure. There, I realized the power of psychology-driven communication—and its potential far beyond politics.

Today, I bring that same focus and precision to the businesses I partner with as the Founder and CEO of The Square Table. At TST, we don’t rely on the same tired marketing playbook many others use. 

Instead, we’ve built a system designed to drive consistent, scalable revenue by aligning the right message with the right audience—delivered in a way that cuts through the noise.

Our approach is rooted in data, psychology, and execution. From crafting brand strategies that stand out in saturated markets to building high-converting sales funnels and running rapid testing to eliminate guesswork, everything we do is designed to move businesses forward. This isn’t about more marketing—it’s about better systems. Systems that consistently attract, nurture, and close premium clients without wasted time or resources.

The skills I honed in the political arena have allowed me to help businesses across industries—from consulting firms to high-ticket service providers—break through growth plateaus and reclaim their competitive edge.

Founder & CEO

Bespoke Strategy Development: Pioneered the custom-fit approach that emphasizes a deep dive into a brand's unique DNA, ensuring strategies resonate authentically.

Brand Immersion: Revolutionized the standard consultancy approach by ensuring we don’t just skim; we immerse. This has been instrumental in crafting campaigns that capture the heartbeat, rhythm, and essence of our partnered brands.

LEADS System Inception: Conceptualized and executed our 5-step LEADS system, ensuring it’s more than a generic formula – it’s a tailor-made journey aligned precisely with a brand's vision and potential.

Guaranteed Growth: Enshrined the ethos of guaranteed outcomes into our core offerings. This isn’t merely a phrase for us; it's a commitment.

Redefining Partnership: Positioned Square Table Marketing as more than a service provider. With a focus on collaboration, we ensure every partnership is an ongoing journey, celebrating shared triumphs and setting higher benchmarks.

Client Portfolio: Serving clients ranging from startups to established entities, achieving a 90% retention rate due to our focus on mutual, reliable growth.

Plucky Bamboo

We partner with 7 figure, Planet-first Companies, to help them multiply revenue & impact in 12 months with a proven 4 step Growth Plan. Messaging, marketing, sales and systems. Find out more: https://pluckybamboo.com/

HOW DO WE DO IT?
➤ First - we craft your market-winning offer: We work with you to define a resonating, profitable offer and create marketing messages and assets based on transformative case studies, making you stand out.
➤ Second - we build an education-based marketing funnel for pipeline growth: Using the insights & assets we've gathered, we deploy an education-focused marketing strategy to attract qualified prospects through content & outreach, attracting the 67% of the market that don't know you!
➤ Third - we streamline your sales process: We enhance your sales process, optimizing tools & pitches to efficiently turn prospects into revenue. We work with you to build a VSL to chip away at the 7 hours of engagement B2B buyers need to build trust and shorten your sales cycle.
➤ Last - we help in scaling your impact: We focus on systems & automation to scale your success sustainably, ensuring your operations support growth without compromising quality or impact, while also reducing waste & inefficiency.

We partner with Founders & CEOs that want to make a positive change to the planet, strategising with you and then implementing that strategy. We take a holistic approach, addressing each phase of growth with collaboration, precision and care.

IF WE WORK TOGETHER, YOU'LL GAIN:
➤ Quick sales growth with deep impact in 2-3 months.
➤ Trust-building, value-packed marketing & sales assets.
➤ A clear, strategic 12-month plan for success & cash flow.
➤ Sustainable scaling through systematization & automation.
➤ The ability to cut waste in sales & marketing, focusing on impact.
➤ A battle-tested growth partnership for extraordinary success together.

London & Partners

In this role, I'm responsible for improving revenue & CVR at Visit London. Accomplishments in my first year here: 
👉 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀 𝗯𝘆 𝟲𝟱%
👉 Built out better data-sets and systems using existing data sources
👉 Led procurement for a Google Optimize (A/B testing tool) replacement
👉 Led strategy to understand our users through qualitative testing, user interviews & research
👉 Worked across channels to improve our omnichannel strategy (social media, email and mobile app)
👉 Ideated and leading a project to evolve the site to fit the company’s new vision of “eCommerce first”

I also work with the team on User Acquisition, training & knowledge transfer on the marketing funnel, reporting systems and more.

Conversion Rate Optimization Specialist

I was a maternity cover for the SEO Manager in the Growth Team of Visit London. This is the eCommerce branch of London & Partners, which helps enable the social enterprise to add value to London's activities.

My focus was on leading the SEO strategy of the site to generate more visitors, while in a broader sense, working with the team to improve customer journey, CRO and ultimately, eCommerce revenue to the site.

My specific tasks were:

👉 Following-through on the SEO roadmap and adjusting to campaigns & activations
👉 Guiding various content teams regularly with SEO recommendations (at times, 20+ pages a week)
👉 Advising on website re-design to improve customer journey & revenue
👉 Advising the growth team on User Experience, CRO and behavioural information
👉 Providing a new, £9MM international campaign with search trends and SEO data to inform strategy

SEO Manager

Tree Folk Theatre

Generate funding, interest and ticket sales for productions. Oversee advertising and marketing, administrative and clerical issues. Manage PR and press communication and general business back-end of the theatre company.

Executive Producer

LeadFocus

Using my SEO and Social media knowledge, and my brother's sales knowledge, we setup a lead generation & SEO agency. The agency mainly served professional SMEs and provided full-service online marketing for them, with a focus on driving traffic, conversions & revenue from their online presences.

As a bootstrapped start-up, this role was varied, starting off with prospecting, identifying good leads, sales, on-boarding & marketing strategy creation for clients. Once the agency matured, I switched into more of an account and stakeholder management role that included being responsible for delivering SEO, lead generation & revenue improvement for the companies we worked with.

✔ Clients: Led in signing up 17 clients to the business in total
✔ Account Management: Looked after up to 9 clients at any one time
✔ Revenue growth for clients: Average of 63% increased revenue per reporting client

Co-Founder

Online Marketing Consultant

The University of Westminster Students'​ Union

During my time at UWSU as VP Communications, I managed a few teams of volunteers, totalling around 35. I also had ownership of a few marketing & communications channels:

• Smoke Radio - An award-winning radio station that was run by the radio course in the university
• Smoke Magazine - With a distribution of around 800 students & alumni
• UWSU Website
• UWSU Social Channels

I also built the foundations for Smoke TV, which was to become UWSU's Youtube channel.

Vice President Communications

You’ve built something that could shift your industry - and help the planet.

So why is growth still such a grind?

👉 Is your pipeline too quiet?
👉 Not sure if your message is landing?
👉 Tired of tactics that burn budget but don’t move revenue?

You’ve tried an agency. A freelancer. Posting more.
But the leads still trickle in. The conversion still feels random.
And the team’s stuck debating what to try next.

You don’t have a marketing problem. You have a system problem.

Most sustainability companies stall between early traction and real scale, where everything feels like a grind and you can't rely on referrals anymore.

The product’s solid. The mission’s clear. But growth is scattered.

No repeatable demand. No clear offer strategy. No leveraged execution.

That’s where I come in.

I’m not an agency that puts all their faith into a tactic.
I’m not a consultant who gives you a Notion checklist and disappears.
And I’m definitely not selling you another channel.

I act as your embedded Growth Partner - helping you design, drive & build the core systems that create real, scalable growth:

• Fix the hidden bottlenecks slowing momentum
• Sharpen positioning so the right people get it fast
• Build systems to generate + convert qualified leads
• Align sales, marketing, and delivery behind a real GTM
• Create a growth roadmap your team can actually run with and your board believes in

My work blends proven frameworks, systems thinking, and buyer psychology (from 10+ years in growth + acting).
I understand how people decide, what makes them move, and how to turn that into smart growth.

📍 Example:
I helped a solar SaaS company rebuild their GTM.
We clarified their audience, sharpened the messaging, re-prioritized their channels and aligned sales & marketing under one strategy.
No bloat. No new hires. Just traction, clarity, a plan they could actually follow and results that made them feel like their marketing is working for the first time in years.

If you’re a sustainability founder who’s:

• Ready for clarity, traction, and scalable demand
• Scaling a product that works
• Done with guesswork

DM me “GTM” and I’ll send you:
"The 3 Hidden Growth Traps Killing Sustainability Startups & How to Fix Them"

Or if you’re ready to get specific - ask about my 45-minute Growth Strategy Session.
It’s free, focused, and built around your business.
No fluff. Just clarity.

Because the planet doesn’t have time for your product to stay a secret.

Chris Jones

“If your supply chain needs a passport, it’s probably too long.”

Espen Sivertsen, founder of Ivaldi Group, joined me on The Plucky Bamboo Podcast to talk about redesigning global logistics for a lower-carbon future.

Not by building bigger factories, 
but by decentralising manufacturing altogether.

This conversation completely reframed how I think about sustainability in heavy industry.

It’s sharp, practical, and unapologetically grounded in ops and margins.

🔹 File-based supply chains
🔹 On-demand parts production
🔹 Why saving downtime is often better than chasing ESG headlines

It’s one of the clearest examples I’ve seen of profit-first sustainability. Not “green at all costs,” but green because it just works better.

I've often said that the only way out of this crisis is by making sustainability just good, common sense.

Ivaldi are doing just that.

🎧 Full conversation releases tomorrow!

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CEO - Ivaldi Group | Reducing spare parts lead time and logistics cost through distributed manufacturing

Ivaldi Group

Growth unblocked for 17+ Climate B2Bs | Founder @ Plucky Bamboo | Host 🎙️ The Plucky Bamboo Podcast

Most people say they want to be sustainable - until it’s time to actually buy something.

I was talking with Allie Reeves, co-founder of BARO, for tomorrow’s episode of the Plucky Bamboo Podcast, and she said something that just feels like common sense but feels like it keeps getting brushed to the side:

“You shouldn’t be able to buy a new piece of clothing for a dollar. There’s no way that’s being made ethically or sustainably.”

And she’s right.

We love the idea of sustainability... but when convenience, cost, or comfort show up, values can often take a back seat.

Allie and I got into what it’s like trying to build for a generation that genuinely cares about sustainability - but also has little disposable income and shrinking every day.

She shared how BARO wins by leading with money, not morality - helping people save or earn first, and become sustainable by default.

(That "sustainable by default"? I believe that's the real fix for our issues, but that's for another time)

In the full recording dropping tomorrow, we dig into:
• Why “saving or making money” converts better than “saving the planet”
• The founder advice that changed how Allie builds - stop convincing, start aligning
• How community and trust (not marketing) became BARO’s real growth engine

If you’re building a mission-driven brand and wondering why people don’t always act on their values - this one’s worth a listen.

Honest question: do you think the general public are confused, broke, or just tired of trying to be perfect consumers when they see what large corporations are doing every day?

CEO & Co-Founder at BARO

BARO

Building a circular fashion business that actually scales? It's harder than it looks.

I sat down with Allie Reeves, CEO and co-founder of BARO. A peer-to-peer fashion rental marketplace making sustainable fashion accessible through community, not corporate control.

Allie and her co-founder built Baro because they were tired of buying expensive formal wear they'd only wear once. But turning that personal challenge into a scalable business? That's where the real lessons began.

We talked about:
→ Creating real community over paid influencer partnerships 
→ Building trust when you're asking people to share their best clothes 
→ Why their "perfect" early customers (stylists) completely rejected the platform 
→ Why peer-to-peer rental could unlock what traditional fashion brands are missing
→ How to balance sustainability messaging with what actually gets customers to buy 

Allie's honest about what's working, what isn't, and what most circular economy founders get wrong when trying to grow.

If you're building in sustainability or trying to make responsible shopping actually work - this conversation is full of real growth insights.

Link in the comments! 👇

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The Battle

Matt Benter

Chris Jones

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The Battle

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