Turning marketing into a growth driver

Situation

Recruited to build brand and content strategy for a parcel delivery service in the UK, mid-expansion into Italy. Volume and revenue had stagnated, sales feedback was negative, and awareness and understanding of the service were low.

Approach

Built the brand and content function from scratch. Launched a brand foundation and creative strategy in the first two months, grounded in research with shippers. Then rebuilt the website and ran thought leadership and brand campaigns to lift awareness and understanding of the service.

Outcome

Spontaneous awareness up 9%. Marketing generated over 90% of qualified leads. Customers doubled year on year.

Situation

Joined an international network of independent delivery businesses, where the marketing team had lost the confidence of the business development and commercial teams. The team was new, unclear on its own scope, marketing had no demonstrable contribution to the pipeline of new delivery business owners, and the cost of recruiting each one was going the wrong way.

Approach

Spent the first months listening before changing anything. Set SMART goals for every person that ladder up to recruitment targets. Implemented proper attribution (Adobe Analytics) and full-funnel reporting, which proved marketing's contribution to pipeline for the first time. Brought media buying in-house, tested incrementality market by market, then added a brand advertising programme to lift lead generation.

Outcome

Spontaneous brand awareness up 2%, brand search up 51%, website reach up 197% year on year. Marketing-qualified leads up 56% year on year, contributing 59% of pipeline, up from effectively zero. New partner growth up 30%. Cost-per-lead down 22%, with CAC held flat despite the volume growth.

Situation

Joined a global B2B purchasing platform to lead brand and content in Europe. There was a global strategy that had to work in five countries and five languages, but no European brand plan and no paid brand advertising.

Approach

Translated the global strategy into five local contexts, working through the country leaders so each market owned the brand. Wrote the first European brand strategies, localised the brand book and website, and set up content operations in all five countries. Then launched the first paid brand campaigns on LinkedIn and Facebook, and a first for the business on the company's own advertising platform.

Outcome

Aided brand awareness up more than 22 percentage points. Searches for the brand up 16% month on month.