Case studies

A few examples of the work and the commercial change around it.

These examples come from senior marketing leadership roles. Marketing does not produce business results on its own, so the outcomes below sit within wider commercial and organisational work.

Entering the US from Europe

A European B2B technology platform had a strong position at home and no meaningful presence in a newly regulated US market.

The work

  • Built the market entry strategy and positioning for buyers with no prior awareness of the business
  • Led brand, demand generation, content and field marketing into the market
  • Built category recognition through thought leadership, media and events
  • Aligned marketing with the commercial team around target accounts and qualification

The outcome

The business moved from no meaningful US brand presence to a category-leading position, and the approach was then used across further regulated international markets.

Rebuilding a group brand and pipeline engine

An international group had outgrown its positioning and marketing was contributing little repeatable pipeline.

The work

  • Rebuilt positioning, visual identity and messaging across the group
  • Reworked the ideal customer profile and account priorities with the commercial team
  • Replaced scattered activity with a focused demand generation programme
  • Built the international marketing function across brand, demand, product, field, content and digital
  • Implemented CRM discipline, attribution and pipeline reporting

The outcome

More than £100m in revenue-qualified pipeline was generated over two years, with around three quarters of new ARR marketing-sourced or influenced. Group revenue grew 24% over the same period.

Repositioning a product portfolio

A B2B manufacturer of engineered construction products was competing heavily on price in a commoditised category.

The work

  • Led a full brand and product repositioning programme
  • Moved product lines into higher-margin segments
  • Changed how the portfolio was presented and sold
  • Renegotiated supplier terms as part of the wider commercial turnaround

The outcome

25% sales growth and a 250% improvement in margin.

If one of these problems looks familiar, let's talk about what is happening in your business.

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