Finding a way to unlock the true marketing potential of our B2B proposition.
Issue: Our B2B channels weren’t getting the cut through they deserved. Messaging hadn’t been refreshed for some time, and synergy was lacking between visuals and copy. We needed to find a way to boost engagement… and boost it BIG.
Insight: We decided to find out exactly what our customers thought about our communications. What mattered to them, what didn’t, and everything else in-between. What we found paved the way for an all-new B2B marketing strategy. A new look and feel, with a clear vision. We had a fresh roadmap built on insight. Insight that showed we weren’t effectively bridging the connection between our products and how they can meet customer needs. As a result, this caused a lack of product understanding, and relatability. Especially for SMEs. So, with this information we quickly got to work.
Idea: Energised with a new B2B marketing toolkit, we launched a paid September campaign and a fresh B2B site. Equipped with a revised strategy for copy, messages became more relatable for every customer. From independents to large corporates, we replaced complexity with powerful transparency. From flexibility to value, we reimagined the way we communicate our USP segments. We listened, learnt, and launched messages that truly align to customer needs and wants.
Visually, we sought realness and humanity in every moment, avoiding contrived poses that felt forced. We created a portfolio of inclusive personas, that embody the energy and authenticity of business moments – while highlighting the environments that support them.
Impact: Data results were beyond our wildest dreams. For LinkedIn, performance v budget was up 1443%. Meta up 59% and display up 92%.