Two founders of a fast-growing global IT services firm asked us to consolidate assets and build
marketing foundations that doubled new users and boosted brand awareness by 300% in three years.
In tough times, I would recommend companies to approach marketing thus (entirely for B2B focused companies):
Growing a global brand on a shoestring
The founders had scale and smarts but not visibility. Their tech solutions were solid yet scattered across markets messages and assets. SEO alone would take too long and big media buys were not an option. They needed a pragmatic B2B marketing strategy to consolidate assets clarify buyer journeys and generate credible leads without breaking the bank.
Build one truth from many assets
We helped the founders agree a single source of truth for the brand. That meant mapping the buyer journey across regions auditing content and tech and creating a low-cost earned media plan that complemented SEO and paid social. Key moves included:
- Buyer-journey mapping for tech buyers in each market so content matched intent
- A content strategy beyond SEO that favoured authority signals and persona-led narratives
- Rapid product-launch playbooks using modular landing pages and region-specific messaging
- Lean PR and earned media with targeted industry features to create backlinks and trust
- Process blueprints a content calendar and team training so campaigns could scale
Turning fragmented assets into a repeatable launch machine
We consolidated case studies white papers and product pages into modular assets. That let us launch four new solutions in 45 days with minimal rework. Landing pages were localised for UK Europe APAC and ANZ audiences. LinkedIn campaigns amplified thought leadership while press releases were syndicated via distribution services to generate mentions and backlinks. A simple social calendar and automatic publishing kept messaging consistent and saved time.
The Numbers That Changed Everything
We tracked improvements monthly so the founders could see impact as it happened.
- Brand awareness: +300% over three years measured by share of voice and impressions
- LinkedIn growth: +100% year 1 · +186% year 2 · +150% year 3
- Website new users: +100% year on year
- Bounce rate: -60% after technical fixes and content realignment
- Four solution launches in 45 days that produced qualified leads across priority markets
- Multiple industry awards and association memberships that improved inbound lead quality
Why the founders won the long game
- One brand truth - consolidating assets created clarity and faster execution
- Buyer-journey focus - content matched intent which improved engagement and SEO
- Low-cost earned media - targeted PR built trust and authoritative backlinks
- Process discipline - playbooks and training reduced launch time and improved consistency
- Technical fundamentals - optimising images and reducing load times made the site work harder
