We build strategies, programs, and frameworks that put your people at the center
of how your organisation communicates, sells, and grows.
The most effective marketing doesn't come from brands. It comes from the people inside them.
We are human-focused marketing agency.
What personal matter means
The name isn't accidental – it represents our philosophy on everything we do.
Personal matters
Content from real people reaches further, is trusted more, and converts better than content from brands saying the same thing. People respond to people.
A personal matter
Our work is never abstract. Your specific people, your specific culture, your specific business problems – that's what shapes every strategy we build.
Person as matter
Like the particle at the center of a structure. A person is the fundamental unit of marketing that builds trust, closes deals, and creates reputation. Remove them, and the whole thing collapses into noise.
The person at the center is our operating principle
Every service we offer is designed the same way: identify the person or a team, define how they communicate, build the system around them.
- Take the person out of employee advocacy, and it’s just corporate content distribution.
- Take the person out of social selling, and it’s templated automation.
- Take the person out of a LinkedIn strategy, and it’s a content calendar nobody reads.
What sits at the center changes. The principle doesn’t.
The numbers behind our approach
Up to €40 000
ROI for employee advocacy programs
320%
increase in employees content quality after employee advocacy programs established
90+
clients in the last 3 years
300%
Linkedin message to call conversion increase for B2B social selling client
10+
our own research and analysis created
2500+
executives, employees and sales people coached
Clients who trusted our philosophy
Our human centered services
Employee advocacy
Your employees are the most credible communicators your brand has – and most companies leave that untapped. We build structured programs that turn passive employees into active thought leaders who communicate genuinely and consistently, serving both their growth and your business goals.
This isn’t about employees resharing company posts. It’s about helping them develop original voices and professional visibility, and create content that attracts candidates, clients, and partners – because it comes from real expertise, not a corporate content calendar.
What you get with our employee advocacy approach:
- Program design tailored to your goals and roles.
- LinkedIn and social media training – algorithm, authenticity, archetypes, positioning.
- Workshops on content creation, storytelling, and thought leadership.
- 6–12 month mentorship with monthly group sessions and individual coaching.
- Content bank, role-based content plans, and visual guidance.
- Results tracking and ROI calculation.
Linkedin strategy
Being on LinkedIn is not a strategy. Posting regularly is not a strategy. A strategy determines what you say, to whom, in what format, at what pace – and how all of it connects to business goals. Most companies skip this and wonder why LinkedIn isn’t working.
We build the complete LinkedIn operating framework for your organisation. Not a slide deck – a working system your team can run from day one.
What you get with our Linkedin strategy approach:
- LinkedIn audit – page, content, performance, competitor landscape.
- Page philosophy, tone, and positioning.
- Content pillars across marketing, sales, reputation, and employer brand.
- Campaign architecture – always-on rhythm and short-term impact campaigns.
- LinkedIn ads strategy – objectives, formats, targeting, and budget logic.
- Idea maps, content templates, and social media guidelines.
- Results tracking framework and 365-day action plan.
Social selling
Most B2B sales teams share two problems.
Their salespeople are invisible on LinkedIn, so when a lead looks them up before replying, they find nothing.
And their outreach is templated and automated in a way that’s immediately recognisable – so it gets ignored.
Our approach to social selling fixes both by putting the social back into social selling. We build the full system, so your team earns attention and trust before they need to ask for the meeting.
What you get with our social selling approach:
- Social selling audit – profiles, current outreach approach, competitive landscape.
- Target audience and influence mapping.
- LinkedIn profile rebuild for all participating salespeople.
- Outreach messaging frameworks and situation playbooks.
- Content strategy and asset preparation per role.
- Training on value-first methodology and funnel progression.
- 3–6 month mentorship with individual and group sessions.
Executive communication
When a leader communicates publicly, it shapes how the entire company is perceived – by future employees, clients, investors, and the public. Most executives know this. Few know where to start, what to say, or how to be credible without sounding like a press release.
We help leadership teams find their voice and build a communication presence that reflects who they actually are, not a polished corporate persona. We don’t ghostwrite – we help leaders build the skill and confidence to communicate as themselves. That authenticity is precisely what makes it work.
What you get with our Executive communication approach:
- In-depth interview and positioning session with each executive.
- Personal communication strategy – audiences, positioning, tone, and goals.
- Content frameworks – topics, formats, and messaging angles.
- Training on LinkedIn best practices, thought leadership, and authenticity.
- Content plan and first-months content mentorship.
- Profile review and optimisation.
Personal branding
Your expertise is not the problem. The problem is that the right people don’t know about it yet. Personal branding is the work of making your knowledge, perspective, and experience visible – so that opportunities, employers, and recognition start finding you instead of the other way around.
It’s an individual service for professionals who want to build genuine authority in their field, whether that means career advancement, consulting work, speaking invitations, or simply being known as the go-to person for what they do.
What you get with our personal branding approach:
- Positioning sessions – niche, audience, unique angle, professional narrative.
- LinkedIn profile overhaul aligned to your goals.
- Content strategy – topics, formats, tone, frequency.
- Authenticity and archetype workshop.
- Audience growth and community engagement approach.
- Ongoing 1-on-1 mentorship and content review.
A message from our founder
“My whole career has been in marketing – CMO, my own agency, and then consulting. For years I watched the same pattern repeat – brilliant people working at great companies, and all of that brilliance getting lost in corporate content that nobody wanted to read. Personal Matter is built on the opposite idea: let the people speak. They already have everything the marketing team is trying to manufacture.”
– Deividas Budginas, CEO of Personal matter
What our clients say about working with us
We only managed to implement the ambassador program in our company on the third attempt, and I believe its success was shaped both by Deividas’ top-level expertise in this field and by his personality.
What I value most about Deividas is his flexibility – there is never one scenario that fits every organization, and sometimes you need to improvise – as well as his ability to respond to real pain points, especially in those moments when you feel like giving up and colleagues stop posting. He also brings a strong analytical side and has the ability to explain things in a simple, down-to-earth way.
Deividas developed a tailored corporate advocacy framework for us, specifically designed to meet the needs of an international food retail company. He also took into account the diverse cultural backgrounds and varying levels of experience with corporate influencer programs across our organization.
What stood out most was Deividas's exceptional sensitivity in dealing with our complex, company-wide topics. He showed us the different perspectives and helped developing solutions that we can use in our daily work.
From the very beginning, Deividas showed a deep understanding of our needs. His expertise in social media and personal branding became a real turning point for our team.
What sets Deividas apart is his flexibility and client-oriented approach. He is always ready to adapt to our specific needs and offer tailored solutions that perfectly match our goals. His contribution significantly strengthened our program.
When we invited Deividas, our goal was to make LinkedIn feel more familiar and natural within the City Service group of companies.
Thank you, Deividas, for making the collaboration feel so effortless. Thank you for your professionalism and for leading the team with positivity toward measurable results and personal discoveries throughout the project.
The most valuable part is that even after the joint project has ended, continuity remains: communication on LinkedIn has become a natural part of our organization.
Working with Deividas is both easy and rewarding.
What stands out most is his competence and ability to connect with people. He communicates in a simple, genuine way, making it easy for employees to engage, learn, and feel comfortable asking any kind of questions. He not only shares knowledge but also motivates and encourages along the way.
Deividas is responsible, creative, and truly invested in delivering quality. You can count on him to keep things on track, bring fresh ideas, and adapt when needed.
When initiating an ambassador program, it is very important to define a clear strategic direction. Deividas guided us through this part very well, asking the right questions and steering us in the right direction.
What we appreciated most when working with Deividas was his involvement in the team’s day-to-day realities. The greatest compliment came from the ambassadors themselves, who would say that it felt like he knew everything, was fully aligned, and could suggest a topic or angle as if he were part of our everyday work.
And, of course, his proactivity. It is a pleasure to work with partners who truly care.
Deividas’ employee advocacy training for both managers and employees was one of the best decisions. He shares his experience in a sincere, open, and engaging way – what makes it especially valuable is that he has gone through this journey himself from the very beginning and clearly understands what works and what doesn’t.
Deividas has extensive experience working with various organizations and brings a wealth of real, practical examples.
