50% uplift in on-profile meetings within 3 months
The Challenge
Potentiam is no stranger to growth. As a global offshoring and outsourcing consultancy that helps fast-scaling businesses build dedicated teams overseas, their service was strong. But their marketing wasn’t reflecting that. Lead generation had stalled, and their once-reliable LinkedIn channel was no longer delivering results. Despite hiring multiple marketing managers over the years, Pontentiam’s efforts were still rooted in cold outreach and a company-first message that wasn’t resonating in a buyer-led world.
The business was ready to reset. With a technically skilled marketing manager newly in place, Potentiam brought in Barnham Marketing to build forward momentum. The aims were to develop a modern demand generation strategy, mentor the internal team, and provide board-level guidance to ensure marketing could once again play a meaningful role in driving growth.
What We Did
To uncover where things were falling short and, more importantly, where the opportunities were, we began with a full marketing audit. From there, we developed a 12-month demand generation strategy centred on consistent delivery, cross-channel activity, and measurable outcomes.
Each month, the plan delivered two core campaigns: one focused on building Potentiam’s brand, the other tailored to a priority industry. These were activated through email, LinkedIn, Google remarketing, and personalised account-based marketing. This activity was supported by a steady stream of content, including eight LinkedIn posts, two blog articles, one case study, and a demand-generating resource such as a webinar, thought leadership piece, or live breakfast event. SEO remained a key focus throughout to ensure visibility supported pipeline growth.
To make sure the strategy translated into action and results, we introduced weekly KPIs across sales and marketing, tracking performance and keeping momentum high. Alongside this, we set clear targets to give the marketing manager ownership over lead generation and opportunity creation.
Throughout the project, our role wasn’t just strategic. It was also supportive. In addition to guiding delivery, we worked closely with Potentiam’s marketing manager to strengthen demand generation capabilities. We bridged the gap between the marketing function and the board, helping align teams around common goals and translate insight into action at every level.
What We Achieved
With the new strategy in place, Potentiam saw a 50% uplift in on-profile meetings within just three months. This demonstrated that their message was finally landing with the right prospects. Consistent campaign delivery and sharper targeting meant more leads, better conversations, and ultimately, stronger commercial outcomes.
As the strategy took hold, Potentiam began winning two new clients per month. This commercial growth allowed them to expand the team, bringing in an additional Business Development Representative (BDR), two account managers, and an account director to support delivery.
Alongside the visible performance gains, the work brought structure and consistency to Potentiam’s marketing efforts. Campaigns were no longer isolated tactics; they formed part of a broader, multi-channel strategy tied to business goals. With the internal team upskilled and supported, marketing became more efficient and impactful.
We partnered with Potentiam for over two years, evolving and improving the strategy through quarterly reviews. What began as an intensive engagement, effectively acting as a hands-on CMO for 20 hours a week, naturally transitioned into a lighter-touch advisory role, supporting both the marketing team and the board with ongoing strategic guidance.
The strength of the partnership meant Potentiam didn’t just see impact within their own business. They also brought Barnham Marketing in to enhance sales and marketing capability strategies for their clients, a move that speaks volumes about the trust built and the results delivered.
Client Testimonial
For Potentiam, the real value came not just from the strategy, but from the partnership:
“Marion is a very talented marketer, operating across the full spectrum of the marketing lifecycle. She has innate commerciality and a very strong ability to translate marketing activities into sales results and revenue. I’d highly recommend a conversation with her. Most importantly, I really enjoyed working with her.”
James Cadwaladr, Director
