FOR MARKETING LEADERS PLANNING FY27

Turn your FY27 budget into a plan that performs.

We are Human Digital, a global growth agency based in Australia. We help manufacturers like NZ Pump Co, Alliance Woodware and Washtech show up where their buyers are looking, in the markets that matter.

Get the game plan

Getting the budget was the easy part. Making it count is the hard part.

Signing off FY27 was the easy part. What you do with it next is what actually decides your year. In most teams the budget gets nibbled away one request at a time, a little to paid here, a campaign there, an event because it is that time again, with no clear view of how the parts connect. That is how a healthy budget quietly underperforms, and why so many leaders reach Q3 unsure what their spend actually bought.

It is worth remembering that at any given moment only around 5% of your market is ready to buy. A budget aimed only at that 5% ignores the other 95%, who are quietly deciding who to trust long before they are shopping. A plan that works the whole funnel reaches both.

A game plan, not a sales pitch.

Everything we would do to turn a confirmed budget into a plan that performs, in one short read. Inside:

The new rules of FY27 budgeting. Why a budget is a hypothesis, not a plan, and why spreading evenly is the costly default.
The funnel-wide plan. The four-layer framework for where your budget goes, so strategy, content, paid and events build on each other instead of competing.
Getting the plan right. The habits that make a budget perform: where to start, what to protect, what to hold back.
The capabilities that matter now. Where AI visibility and brand belong, so they are planned in rather than bolted on later.
Measuring what works. How to track the numbers that matter and move money toward what converts, so next year's budget gets funded again.

Send me the game plan

Read the full case study

We do this for B2B teams like yours.

ABB had a strong global story on mine electrification that was not landing with Australian operators. We rebuilt the campaign around how those operators actually evaluate change, not the global vision behind it. Qualified leads came in 23% below benchmark cost, 63% were rated A or B tier, and a single creative drove 74% of all leads.

It is the same idea that runs through the game plan. Noel Leeming Commercial was stuck in short-term, discount-led tactics that pushed the brand into price wars with buyers who were not ready to convert. We reframed the plan around brand and stage-appropriate demand. Cost per click dropped 43% below benchmark, and the campaign delivered 28 qualified B2B enquiries.

Lead with a plan, not a pitch, and the budget goes further.

A note from Ben

G'day, I'm Ben, founder of Human Digital.

Every year I watch good teams get their budget approved, then spend the next twelve months wondering where it went. It is one of the most fixable problems in marketing, and you do not need an agency to solve it.

This game plan is a simple version of what we would do, yours free. I hope your FY27 budget works as hard as you did to get it signed off.

Ben van Rooy
‍Founder
Human Digital

Get the game plan

Enter your name and email and we will send Game Plan FY27 straight to your inbox.