The Challenge
Potentiam, an offshoring, outsourcing, and business growth consultancy, encountered a significant challenge in generating leads. Despite hiring multiple marketing managers over the years, they needed help finding the right fit to drive their outbound marketing efforts effectively. The recent recruitment of a technically skilled marketing manager underscored the need for a Fractional CMO to provide strategic direction, serve as an advisor to the board, and mentor the marketing manager. The primary lead generation source had been LinkedIn, but this channel had dried up, resulting in a decline in scheduled meetings and affecting business growth.
What We Did
Barnham Marketing conducted a thorough marketing audit to evaluate Potentiam’s current strategies and identify areas for improvement. We then implemented a 12-month demand generation strategy across various channels, including email, LinkedIn, Google remarketing, personalised account-based marketing, as well as both online and offline events. Our emphasis on SEO and targeted content campaigns, along with the establishment of specific lead and opportunity generation targets for the marketing manager, ensured that our approach was in perfect alignment with Potentiam’s fundamental values and business objectives. This strategic alignment provided the necessary oversight and guidance to the marketing team, enhancing their efforts.
What We Achieved
The new marketing strategy led to a significant increase in Potentiam’s leads. As a result, Potentiam was able to support an additional Business Development Representative (BDR), two account managers, and an account director. The improved lead generation efforts across various channels restored Potentiam’s growth trajectory. Impressed with the results, Potentiam enlisted Barnham Marketing to develop sales and marketing capability strategies for their clients, strengthening the partnership. The measurable outcomes included enhanced lead generation, improved marketing efficiency, and better alignment with business objectives, showcasing the value of a strategic and multi-channel approach.
