Our brand carried us through more than a decade of growth. It shaped how we showed up through reinventions, refinements, and the evolution of our work. By 2025, we recognised it was time to elevate it. We’d grown. Our ambition had grown and this raised our own standards with it. So, we did what we always do – we questioned all we do from the ground up, starting with our very foundations.

Just as we do with our clients, we started with a structured diagnostic: the 20-point analysis. While we’ve never formally scored ourselves, the framework is ingrained in how we think. We knew where the gaps were, and the model brought both our strengths and areas for improvement into focus. In particular, it highlighted:

That’s what the 20-point analysis is designed to do: shine a light on strengths and weaknesses in the business so you can take deliberate and strategic actions, proactively.

The updates weren’t sweeping, but they were significant, tightening what was already strong and aligning it with where we’re heading. Most importantly, we shaped them to hold ourselves to the same standards we set for our clients.

Because the team was already aligned in direction and spirit, the refinements felt less like reinvention and more like re-articulation. A clearer way of expressing who we already were.

The core of what we stand for hasn’t changed. But we’ve learned more about ourselves as we grew, and we made sure this is respected in the way we articulate our values and the promise we make to our clients. The relevance was further amplified as we shifted our target audience to suit the areas in which we specialised along the way.

The work we did on our underpinnings will also be reflected in the way we express ourselves. Our visual identity and tone of voice have also received the care they deserved.

Shedding almost all of our visual legacy was a deliberate choice, which was also a strategic choice for the team, where we would see ourselves deliberately ‘wear the new clothes’ that align with our purpose and promise. Our goal was singular: design a visual identity that champions the idea of building better business through Clarity.

The design process was a merging of minds and hands. We bounced ideas off each other, explored different interpretations of the brief, and collectively paved the path forward. We passed on sketches back and forth for constant refinement, often leaving behind ideas and concepts we loved in service of what worked. Every choice was made with brutal honesty. When things clicked, we collectively knew it, and it did not happen by accident. The intangible “this feels right” was a result of truly internalising and experiencing the full extent of Switch’s purpose and promise.

Everything in the new Switch Visual Identity stems from the new wordmark, a typographic representation of who Switch is. Built from letterforms that balance strategy and structure, that represent the calculated work we do, with humanistic curves and flairs, that celebrate the natural human essence of the Switch team.

A nod to our legacy came through the use of the core green hue, albeit muted, and paired with an approachable purple tint. Graphic elements were extracted from the new wordmark and were then formalised to serve as building blocks to build every piece of design collateral. Be it for static layouts or motion graphics, every visual narrative we created was anchored to the idea of delivering clarity. The same core solid shapes take a complete life of their own through the illustration suite we developed, cementing the brand kits’ flexibility of use.

We built in opportunities to design across a spectrum of intended outcomes, where changing the use and scale of the same core elements tweaks the tone of the creative collateral. This left us with a brand kit that is defined to the point that every piece feels unmistakably Switch, but invites creativity and experimentation – allowing the brand to be alive.

This new identity feels like a true representation of who Switch is today, and where we are going tomorrow. It reflects the maturity of our ideas, the clarity of our purpose, and the confidence of our presence.

When you are your own client, it’s too easy to deprioritise your own needs. But we knew that deferring the work would eventually cost us more in alignment, messaging, and opportunities.

So we made the time, and we were strict about protecting it. We treated ourselves like we treat our clients: with care, discipline, and respect.

The most common reason not to start a process like this is timing. “We are too busy.” “It’s not the right moment.” “We’ll do it next quarter.”

The scenario: Great work, but stagnant growth.

Brett Turner, CEO, and Austin Gregg, COO, have built something remarkable at Kalon. Since 2013, their consultancy has grown steadily to a team of 23, earning respect for their thoughtful approach to helping businesses design better ways of operating. They had a defined mission statement, clear core values, and a track record of delivering exceptional results for their clients.

But they quickly realized what got them here wouldn’t get them there.

“We were experiencing a growth plateau despite doing good work,” Brett explains.

After years of relying on word-of-mouth referrals, Kalon found themselves at a crucial juncture. They needed a more sustainable and strategic approach to sales and marketing that would help them transcend to their next phase of growth.

What they lacked wasn’t talent or capability: it was a cohesive strategy that could amplify their existing strengths and translate their values into compelling communications both inside and out of their organization..

The beginning: A personalized assessment that built trust

The partnership between Switch and Kalon began in the most human way possible: with genuine insight and personal connection.

Austin discovered a LinkedIn post by Switch’s Rik Muscat Azzopardi, which offered a free assessment, no strings attached. What followed revealed instant synergy between the two teams.

Both Brett and Austin knew where their strengths lay and what their resources allowed… and they knew they needed help marketing themselves. But they also knew they wanted more than a traditional agency to outsource work to.

“This wasn’t just about finding a marketing agency for us,” he insists. “It was about finding partners who understood our values and could handle the various aspects of marketing we lacked in-house expertise for.”

The approach: Deeper discovery

Switch’s approach began with their comprehensive 20-point analysis, designed to identify specific areas for improvement. But the real breakthrough came during a two-day in-person discovery session with Ed and Rik in Georgia, in the southeastern United States. (Much to Austin and Brett’s delight, Rik and Ed flew out to meet them mere days after their initial virtual meetings, turning into students of a new geography and culture upon arrival.) “We had a great time showing them around town and, of course, enjoying some authentic southern BBQ,” Brett laughed.

The methodology of the two-day intensive wound up offering unexpected gems, thanks to its excavation and eventual establishment of an in-depth brand foundationask. The aim was to move beyond surface-level communication issues and delve into Kalon’s core identity — who they are and why they exist.

This process helped Kalon gain clarity on their identity, which in turn informed who they should engage with, pursue, and advocate for.

A curated Catalyst engagement

Following the analysis, Kalon moved into a focused Catalyst engagement with Switch: a proven transformative journey designed to bring clarity, purpose, and sustainable growth for businesses. The Switch Catalyst process typically has four flexible, bespoke phases that can take anywhere from a few weeks up to a year. Switch adapted their Catalyst protocol to meet Kalon’s immediate needs and budget considerations, creating a two-month process focused on the most urgent priorities:

The collaborative nature of this work was crucial. “The identity work forms the foundation for subsequent strategies,” Ed notes. “The initial output was a brand document outlining Kalon’s purpose, values, personality, and tone of voice.”

The breakthrough: Discovering purpose

Despite Kalon’s early investment in building their brand, foundational work with Switch revealed something they had always felt but never clearly expressed: their core purpose as “designing a better way of doing business.”

“This realization came from discussing our inherent desire to improve processes and identify better solutions for clients,” Brett reflects. It was a simple statement that unlocked everything else, from messaging to audience targeting to internal culture.

But the impact went beyond marketing. “Reflecting on Kalon’s purpose led to insights about our team and creating a positive work environment,” Brett explains. “This introspection influenced our leadership approach…. In everything we do, we aim for Kalon to be a transformative and positive experience for employees — maybe even the brightest spot on their resume.”

The Results: Clarity as a growth catalyst

The work with Switch created both immediate wins and lasting transformation for Kalon.

Qualitative wins: Confidence and support

“I feel well-supported and confident in Switch’s work quality and understanding of our business,” Brett shares. “With Switch, we get consistency, high standards,  and high-quality content delivery that aligns with our values. Even when Austin and I had a two-week absence, work moved along without a hitch.”

A key example of this is the newly implemented, synergistic design process between Kalon’s internal teams and Switch’s design studio. Due to Kalon’s limited in-house resources, Switch supplements Kalon’s creative capacity without introducing process friction (an example of this looks like a direct chat group between Switch and Kalon’s in-house designer to share progress, resources, and new communication assets (both internal and external). 

The clarity gained through the discovery process also led to concrete changes in how Kalon operates:

• Austin increased his engagement in sharing leadership insights on LinkedIn
•  Implementation of a ‘team leads forum’ to create space for, and develop resources to help managers at the company lead their teams well
• Formalized internal leadership discussions and practical guidance for team leaders
• A more authentic voice in marketing efforts, even for team members less comfortable with social platforms

Quantitative results: Early indicators of success

While the partnership is still relatively new, early quantitative wins are already emerging. Kalon has seen:

• A significant increase in webinar registrations attributed to Switch’s proactive outreach
• A strategic identification of promotional opportunities leading to higher engagement
• Improved content performance across channels

The bigger picture: A sustainable growth foundation

Perhaps most importantly, Kalon now has what they came looking for: a sustainable foundation for growth. Ed summarizes their key outcome as “clarity leading to sustainable business growth.”

The comprehensive communication strategy developed by Rik and the Switch marketing team creates a framework for all future communications: talent acquisition, business development, PR, and internal communication.

Looking forward: A foundation for continued success

Sometimes the most successful businesses don’t need to be rebuilt from scratch. They need partners who can help them articulate what they already know to be true, then create strategies that amplify those existing strengths.

For other businesses facing similar challenges like steady growth that has plateaued  or strong values that need clearer expression, Kalon’s journey with Switch offers a roadmap: a clear identity, strategic communication framework, and ongoing, collaborative partnership are keys to building a crucial foundation to business growth. 

Kalon’s way isn’t just a better way. It’s theirs.

Switch works with purpose-driven businesses to tell better stories that drive real results. If your business has hit a growth plateau despite doing good work, we’d love to explore how clarity and strategic communication can unlock your next phase of growth.

Approach

We employed our strategic framework (CATALYST) to establish clear brand fundamentals, develop a targeted PR and communications strategy focused on EVP, and execute integrated campaigns. This involved leveraging strategic partnerships with best-of-breed specialists, such as Finesse for PR expertise, ensuring comprehensive and high-impact delivery.

Outcome

The collaboration resulted in a significantly clearer brand narrative, enhanced internal communication and perception, measurable improvements in key metrics like Net Promoter Score (NPS) and industry recognition (EGR Power Affiliates ranking), and a strengthened ability to attract top global talent driven by personal and professional growth.

Scenario

Game Lounge possessed a strong portfolio and compelling core values but had several communication and brand-related concerns.

Their internal and external messaging lacked a distinct, unifying voice, hindering differentiation in a competitive market. Employer brand visibility was limited, C-suite profiles were underleveraged for thought leadership, and a structured media strategy was still in the works. Critically, in an industry where competitive advantage is forged through talent, Game Lounge needed to clearly articulate its value proposition to attract ambitious individuals seeking an environment where they could achieve personal and professional brilliance, contributing to a workplace culture of positive impact and continuous improvement.

Approach

Our approach centred on building a solid foundation and executing a targeted strategy:

1. Fundamentals first: We began with comprehensive audits (SWOT, Competitor, Owned Media) to understand the landscape. This informed the co-creation of Game Lounge’s Brand fundamentals, including refining their purpose (“Investing in brilliance…”), defining core values (Evolution, Impact, Nurture, Candour), and establishing a distinct Brand personality and tone of voice.
2. Employer brand & messaging: We developed a specific employer brand strategy and utilized StoryBrand workshops to sharpen messaging for key talent personas, ensuring resonance with individuals seeking growth and impact.
3. Strategic communications plan: Based on the fundamentals, we teamed up with Finesse to establish a PR and Communications strategy focused on key objectives: attracting top-tier talent, enhancing internal perception, and elevating brand authority. This involved mapping content pillars to Game Lounge’s purpose and values, identifying strategic channels (Owned, Earned, Paid), and planning specific initiatives like the EVP launch, leadership development program promotion (THRIVE), and thought leadership content.

“Switch proved to be far more than what we’d expect of an agency – they became a truly strategic partner who seemed to anticipate our needs before we even articulated them. Their team’s adaptability was remarkable – they flexibly adjusted their approach as our requirements evolved, always staying one step ahead with their suggested solutions. What really impressed me was their ability to extract deep insights from the data we provided and translate those into actionable strategies that delivered immediate results. Within months, we saw dramatic improvements across all our social channels – but more importantly, Switch helped us find our authentic voice as an employer brand. Crucially, they helped us understand what makes Game Lounge special and gave us the confidence to communicate that boldly to the world.”

Charlene Vella Portelli
Head of Vibe and Communications

“Professional, consistent, and proactive only begins to describe our experience with Switch. Their professionalism shines through their relentless pursuit of excellence in client relationships, always aligning their strategic recommendations with our business objectives. Their consistent communication and punctual delivery allowed us to build a dependable partnership, while their proactive approach meant they were often addressing needs before we even articulated them. Switch consistently exceeded our expectations.”

Rosi Bremec
COO

Results to date 

The strategic focus on EVP and communications yielded tangible results:

Quantitative impact:

• A significant uplift was recorded in the company’s Net Promoter Score (NPS), indicating improved internal sentiment.
• Game Lounge achieved an improved ranking in the prestigious EGR Power Affiliates list, reflecting enhanced industry perception.
• The EVP press release garnered extensive reach, appearing on approximately 300 diverse platforms, including key industry, tech, and business news sites.
• Social media channels showed positive trends in engagement and follower growth (as detailed in performance reports).

Qualitative Gains:

• We successfully brought enhanced clarity, efficiency, and a consistent narrative to Game Lounge’s communications, particularly strengthening their employer brand.
• The partnership established a more structured, collaborative, and strategically aligned marketing and communications function within Game Lounge.
• The focus on articulating a growth-oriented culture resonated internally and externally, reinforcing Game Lounge’s position as a destination for talent seeking to achieve brilliance and contribute meaningfully.

The brand

Bluestream is a global leader in urban outdoor furniture. Their range of modular products gives unprecedented access to urban planners and designers in the form of hard-wearing and sustainable products – from street furniture to play equipment and from smart city installations to expert waste management.

Having added such a remarkable spread of products in place over the past few years, it was time to revisit the way the brand was presented.

The brief

The project started with a very defined and business-driven brief. The brand and product positioning was excellent while the visual identity and assets could do with a refresh to support the excellent positioning.

Our task was to reimagine the Bluestream visual architecture in a way that narrowed this gap. Additional concerns were with the spread of visual assets that the brand required – these had been added as the brand grew and could benefit from being more coherent.

Our mandate was to create a visually cohesive brand architecture and to document it in a way that would future-proof development of all new assets.

Our process

We promised a very complete brand manual, one that is an exhaustive guide for all present and future brand applications. And we promised it on time and on budget. This is where sprints come to the rescue.

We work in sprints. Each sprint delivers a pre-determined set of deliverables within a specified timeframe and to a defined budget. This keeps the work flowing and the cost predictable. It also allows for judicious expansion of the project scope and scale should the client require it.

The identity

The logo itself was initially excluded from the scope of works. We worked with the client to allow a gentle reworking of the logo to keep it visually familiar while giving it the polish it needed to form the centrepiece of the identity.

For even more flexibility, we introduced modularity that would permit the identity to work in banner, stacked, and identifier-only contexts. Having an updated foundation to work with, we moved outwards to explore all other aspects such as colour palettes, typography, iconography, and application to 2D and 3D assets.

Colour consideration

Primary and secondary colour palettes form the mainstay of the brand and product hierarchies. We were true to the heritage palette for all parent brand applications while adding a beautiful secondary palette for all of the brand’s product stream communication.

This preserves the familiarity of the brand with its stakeholders while adding a new way of telling the brand stories in a palette that’s consistent with the brand’s personality – a connection with nature and respect for its complementary colours.

Constructing the context

The core brand identifier formed the basis for all graphical elements. Containers, used for anything from photography to data visualisation, use the gentle curves inherited from the identifier. Iconography follows the same visual language.

Building from the ground up allowed us to create a deliberate and consistent design language upon which current and future elements can be built. This goes beyond the immediate need to present a full suite of visual assets. It gives the client a solid basis for development of their brand in a way that’s independent of their relationship with Switch.

Any type of text

The brand is based in the UAE so, while latin script carries most of their communications, we needed visual consistency with anything written in Arabic.

With an intriguing blend of serif and sans serif typefaces established for the brand, we found typefaces that would work perfectly when Arabic language would be used. Typefaces from one type of script to another need not be identical but they should bear the same characteristics. The resulting collection does just that, creating visual consistency while allowing for the nuance of each form of text to shine.

Practical photography

Professional photography is beautiful. And costly. We created photography guidelines that can be followed by installers and delivery persons so that the brand can have a library that looks great without costing too much.

For each photography need, we carefully described angles, time of day, framing, crops, etc in a way that anyone with a smartphone can produce shots that work for the brand. They might not be perfect every time but they will allow the brand to build a large library from which to choose the best shots.

Laying it all out

The next piece of the puzzle was creating a set of grids and layouts that could work for all possible applications.

We explored all assets that the brand used and created extensive sample layouts for:

• Product look book
• Editorial publication
• Product catalogues
• Stationery
• Event branding
• Website

• Social media profiles
• Social media posts
• Email newsletters
• Presentation slides
• Technical documents
• And more

“Everyone at Switch is excited to help us share our values and story with the world. The whole team understood us quickly; we share the same language – they picked up our market quickly and how we can best communicate.”

Catherine Barratt
Furnitubes Managing Director

How the relationship works

The partnership evolved into a fully integrated marketing operation where Switch functions as Furnitubes’ complete marketing department, providing:

• C-level strategic guidance
• Marketing execution across multiple channels
• Design and content creation
• Project management and performance optimization

The structure of the relationship looks like this:

The partnership’s success stems from a shared commitment to values-driven business practices and a deep understanding of Furnitubes’ market position as a design-led manufacturer of sustainable, UK-made outdoor furniture solutions.

Scenario

Furnitubes build thoughtfully designed, long-lasting outdoor furniture, and they do it well. In fact, they’ve been doing it for over 70 years in a market growing in both opportunity and competition. Their reputation and small internal marketing team brought in steady business, but they knew they could achieve more.

They were looking for a marketing partner that could help them evaluate their position in their market and devise a long-term, multi-disciplined communications strategy that would help them take the right step forward towards sustainable growth. 

While still wanting to be involved in the marketing process, their leadership needed a marketing partner that could both strategise and provide value at C-Level while also taking care of granular execution.

From a human perspective, Furnitubes always looks for partners that approach business and life in the same way they do. They believe that their team’s wellbeing comes first. They treat each other with genuine kindness and respect. And they make sure that the process and result of their work is enriching for everyone involved – from factory floor to bums on seats. 

All of the above made the Switch X Furnitubes partnership nearly inevitable.

Approach

Fundamentals First

We cannot speak on behalf of a client until we truly get to know who they are and what they stand for. While their existing brand documentation was helpful as an introduction, conversations with their leadership team led to a slight redefinition of their brand. 

Over several sessions, we revisited and refined their brand fundamentals. Their worldview, purpose, promise, values, personality, and tone of voice. Everything that makes them uniquely Furnitubes. 

This internal document would serve both as the basis for all external communications, and as a behavioural guide for everyone within the organisation.

Market deep-dive 

Before working with Furnitubes, Switch had zero experience in the outdoor furniture manufacturing industry. With guidance from Furnitubes leadership, we began our education through extensive market research, in-depth analysis of local and international competition from a business and communication standpoint, and a full audit of all communication touchpoints that Furnitubes had used in the past.

From the top 

While getting to know what the brand stands for and the market it operates in, we also wanted to dive deeper into how it operates. Rather than jumping into marketing tactics, we needed a clear understanding of the business’s needs at a high level to make sure the strategy serves its long-term vision rather than prioritise short-term gains that could run contrary to where Furnitubes wants to be in the future. 

Throughout the onboarding process, we combined:

• Market and industry knowledge brought by Furnitubes leadership 
• Communication and B2B expertise brought by our Fractional CMO service
• Brand fundamentals and a clear business narrative 
• In-depth market and competitor research

to ensure that our strategists, marketing experts, and design team had all the necessary information needed to craft a well-rounded yet focused communications plan.

Execution 

Starting Strategy

Furnitubes operates in a market where maintaining a strong reputation is essential. While their communication efforts to-date did a great job of communicating the functionality of their product lines, our strategy was aimed at building their reputation as leaders in their field – as an organisation that truly cares about the people their product lines will ultimately serve. 

We set about creating high-effort content that would grab the attention of key audiences, and distributing it via marketing platforms on which we we know said audiences are active. These efforts and services included:

• Organic & paid social media with a focus on LinkedIn
• Organic & paid search engine marketing
• Email marketing
• Consistent website updates & CMS management
• Handling of third-party directories
• Digital PR
• Key executive thought leadership

We project managed each aspect of these services, making sure Furnitubes leadership was aware of all efforts, while only needing to be involved at the highest strategic level, and to provide required information.

Fully integrated

Through the partnership, Furnitubes gained a full-size marketing department with access to experts in business strategy at C-Level, marketing strategists and specialists with niche capabilities, a diverse design team, and dedicated project and account managers overseeing the operation.

The day-to-day functions of the relationship include weekly operational catch-ups, monthly CMO strategy meetings, attendance of Switch team members at Furnitubes internal meetings, and full team brainstorming sessions. Switch team members are also made available for in-person meet-ups with the Furnitubes team for industry event attendance.

Measure & Improve

Since this partnership inherited the efforts of previous marketing strategies, the partnership’s scope also included optimisation of existing sources of business. We therefore identified key performance indicators at an early stage that we would then use to narrow down which sources of potential business were worth expanding or shrinking in order to maximise resources.

Each month, we analyse overall performance with the aim of tweaking strategies or identifying potential experiments to conduct in search of new lead opportunities in collaboration with their sales team. While Furnitubes want to grow, they want to do so while maintaining control over the quality of business they receive, and this strategy is based on that ideology.

Results to date 

Within the first few months of our partnership, we helped bring renewed clarity and firepower to Furnitubes’ external communications, and provided tools for enhanced internal communication through the redefinition of the brand’s fundamentals.

This resulted in an increase in website engagement time of over 9% across the board and an improvement of over 6% in website conversion rate. Most importantly, it resulted in a well-oiled marketing operation that’s steadily delivering value that is aligned with the business’s long-term vision.

How did it go? Well, they said it better than we could have:

“When we started out the firm in 2006 we engaged Switch to design our logo. At the time, the concept of ‘brand’ was of little relevance to us as a Corporate Service Provider. In 2006 alone, the team at Switch gave us so much more than a logo. The years went by and in the past 15 years we collaborated with Switch to design our brand guidelines and we went through several brand refresh and brand update processes.

Every opportunity to engage with Switch as consultants is so much more than a one sided communication. It is a dialogue which ensures that as clients, at the end of the process we are fully immersed in our own identity.

In 2022, our brief with Switch was more than a ‘brand refresh’. We realised that Credence had gone from being a CSP to a fully-fledged Management Consultancy Firm, offering our clients services which go beyond the corporate and accounting remit.

This was when we approached Switch to work their magic, and while I have only words of praise in relation to the outcome, it is the process which truly sets Switch apart.

It is the process which transformed the way we think about ourselves. The concept of brand is so ingrained in our mind as a result of the “process” that there is nothing we do today which does not keep the brand values as our guiding light – from the service we offer to clients, to the tone of voice, the style of management, to the characteristics we seek out of potential employees in the recruitment process. The difference between a plain vanilla marketing agency and an agency like Switch is that Switch ensured that their work is chiselled around Credence values, culture and mindset and that their work captured the essence of the Credence soul. If Credence was a band, Switch would be our producer. You won’t see them on stage however they are behind every note we play.’

We have nothing left to add other than it being an absolute pleasure to work with a firm that understands the value of knowing oneself as the key to creating a sustainable business.”

The Strategy

The strategy for Tepia was simple: put out good, relevant content that would help showcase their skills as both a company and a set of individuals. Although they already had the connections necessary from years of networking, and more added to the list, nurturing and building those relationships was a much harder task.

Part of the problem is that B2B communication is considered in a different lens to marketing: it has to be restrained, sales-focused, and brief, none of which were words in Tepia’s brand book. What we wanted was to showcase the Tepia personality. We started by helping Tepia curate a LinkedIn content calendar that showcased their personal ethos on everything tech. From the ‘Honest Abe’ stream to links gathered from all around the internet, Tepia’s LinkedIn page became a reservoir for tech-related topics explained in a way that even non-technical people can understand.

We also created a newsletter that went out to Tepia’s mailing list, sharing news and the latest blog posts, as well as thoughts from Abe, Tepia’s founder.

The Results

Nurturing B2B relationships is a key aspect of B2B marketing, and with a new content calendar and a LinkedIn stream dedicated to honest and ethical technology-related information, Tepia managed to boost their business, create new partnerships with old leads, and generate new connections.

In our client’s own words, “You help keep us relevant with content. I was making a lot of connections and we had a huge data set of old leads that we weren’t nurturing. You help me nurture these leads and relationships.”

The goal was to consistently deliver content to their target audience that was engaging and valuable, with the aim of building their reputation further with key decision makers. 

At the same time, this content needed to highlight the fact that IT security and backup services are essential to any organisation that wants to minimise operational disruption due to security-related issues.

That’s where we came in.

Here’s exactly what we did

The tech industry moves faster than almost any other market.

We knew that we needed to create content that is up-to-the-minute relevant. To achieve this, we worked with the team at Altaro to find a topic that couldn’t have been more topical at the time – the pandemic – and paired it with a foundational service provider in the industry – Microsoft 365. 

We created a 5 minute survey that tackled issues that all IT professionals and decision makers had to deal with in relation to the pandemic and Microsoft 365. We distributed the survey through all available channels, including Altaro’s vast mailing lists and industry-specific mailing lists, receiving hundreds of quality responses.

Those responses were compiled and analysed, providing us with a goldmine of excellent insights to transform into valuable content and distribute.

From social media content, to infographics, to fully-fledged global press releases, we used every inch of potential content for the benefit of the client’s reputation and digital presence, along with the industry itself, thanks to the quality of the survey findings. 

The press releases featured on Bloomberg and Yahoo Finance, among others, giving Altaro a boost in brand recognition and a set of links from high quality news sites – always a great benefit!

By building a great resource for people in the industry to refer to, this process is one of the most cost-effective ways of creating a resource that can serve multiple goals. 

We got great content for Altaro’s blog and social media, connected with their audiences through mailers, built a great link magnet for SEO, and created a fantastic resource to be crawled by search engines.

Most companies in their industry are required to compete for business through RFPs, but through the communication strategy we implemented, the amount of direct contacts for business increased substantially for this business. This had the effect of having much easier access to new business, along with the ability for the organisation to choose the business they saw as more valuable.

Context

We started working on this company’s lead generation strategy in early 2021. Just like many other organisations, they had suffered through a tumultuous economic year in 2020. Their traditional sources of revenue had been significantly impacted by the pandemic, and they needed to shift their strategy to build business from more profitable sectors and overseas markets.

So how did we go about achieving these results?

We started off by getting an in-depth understanding of the company’s brand values, business model, and ideal target audience. With all this information in mind, we put together a communications strategy that covered:

SEO-driven content to build organic traffic from the right markets

Through several keyword research sessions throughout the year, we highlighted key subjects and search terms that the company’s target audience consistently searches for with high intent. This was done strategically, with the understanding that certain search terms have high ranking difficulty due to competition from higher authority websites. By selecting particular keywords that provided the best value, and aggressively attempting to rank through high value content, we were able to increase the number of organic keywords that the company ranked for by over 350%.

Content for social media distribution and amplification to key audiences

While SEO drove a significant portion of our content strategy, we also leveraged social media as a tool to reach the target audience. Through well-targeted social media placements, we were able to provide more opinion and value driven content to key audiences, straight from the client’s leadership. The content reacted to the latest developments in the industry, while providing insight that key audiences would take notice of.

Email marketing with the goal of building relationships through value, not sales tactics

To amplify the effect of any email marketing strategy, we also needed to build the client’s email database. This was done through multiple high-value epic content pieces that were distributed throughout the year through several channels, such as social media, organic search, and digital PR. These pieces helped us collect hundreds of email addresses from key audiences that we would go on to communicate with on a consistent basis.

LinkedIn communication strategy for company leadership to build industry authority

Many company leaders either underestimate or are intimidated by the prospect of sharing their thoughts consistently with their LinkedIn connections. To further amplify the effectiveness of our content strategy, we trained and encouraged company leadership to share their thoughts on LinkedIn for maximum engagement with their peers and potential clients. This provided extra high-value exposure from a resource that often goes untapped by B2B companies.

Conclusion

This particular case study is just one application of our B2B marketing process that we can apply to practically any industry and company, and is the result of a close partnership between both entities with a common goal and shared value systems. If you’re interested in having a conversation about how we can build your business’s reach and lead generation ability, get in touch.

The goal was to consistently deliver content to their target audience that was engaging and valuable, with the aim of building their reputation further with key decision makers. 

At the same time, this content needed to highlight the fact that IT security and backup services are essential to any organisation that wants to minimise operational disruption due to security-related issues.

That’s where we came in.

Here’s exactly what we did

The tech industry moves faster than almost any other market.

We knew that we needed to create content that is up-to-the-minute relevant. To achieve this, we worked with the team at Altaro to find a topic that couldn’t have been more topical at the time – the pandemic – and paired it with a foundational service provider in the industry – Microsoft 365. 

We created a 5 minute survey that tackled issues that all IT professionals and decision makers had to deal with in relation to the pandemic and Microsoft 365. We distributed the survey through all available channels, including Altaro’s vast mailing lists and industry-specific mailing lists, receiving hundreds of quality responses.

Those responses were compiled and analysed, providing us with a goldmine of excellent insights to transform into valuable content and distribute.

From social media content, to infographics, to fully-fledged global press releases, we used every inch of potential content for the benefit of the client’s reputation and digital presence, along with the industry itself, thanks to the quality of the survey findings. 

The press releases featured on Bloomberg and Yahoo Finance, among others, giving Altaro a boost in brand recognition and a set of links from high quality news sites – always a great benefit!

By building a great resource for people in the industry to refer to, this process is one of the most cost-effective ways of creating a resource that can serve multiple goals. 

We got great content for Altaro’s blog and social media, connected with their audiences through mailers, built a great link magnet for SEO, and created a fantastic resource to be crawled by search engines.