Large Scale Marketing Transformation Pre-Acquisition at Print & Mail Company:

How we supported a UK private equity-backed customer communications company implement a new brand, marketing automation, demand generation and ABM strategy.

Industry:

Customer Communication Management

Challenge:

An integrated communications provider was looking to reinforce its status as the leading provider of contemporary multi-channel communications prior to acquisition.

How We Helped:

We worked with the Director of Marketing & Communications and wider Executive Leadership Team to develop a new brand, tone of voice, and content strategy to re-position the company in readiness for a renewed focus on growth.

Following a series of consultations, workshops, market research and competitor analysis, a number of options were presented to the Board for consideration. This was followed by rolling out the refreshed offer via a brand new HubSpot hosted website within 100 days.

Following the initial sprint, we went on to help over an extended period by linking the updated value proposition with both new and existing customers via an integrated demanded generation, ABM, and event based marketing strategy. By using both in-house and contracted support, the client was able to accelerate the project, drawing on the expertise of its own team, whilst harnessing the specific skill sets of outside contracts (covering researchers, SEO specialists, designers, videographers, writers and industry experts).

100 DAY MARKETING TRANSFORMATION SPRINT

Outcome:

The company was ultimately sold, with the new brand and pipeline growth cited as major contributory factors in supporting the sale.

N.B. Since the sale and subsequent integration with the buyer, the brand and underlying growth engine has been rolled out across the wider organisation. The next phase of growth sees more of a sector focus and international element with new business wins starting to make a noticeable impact on increased revenue targets.

Key Learning Points:

  • 1

    Define desired outcome from first 100 days

  • 2

    Consult key decision makers periodically

  • 3

    Maintain project discipline (timetable, brand, governance)

  • 4

    Ensure link between marketing input and sales output is tracked

  • 5

    Keep monitoring key metrics via dashboard

We initially engaged Winshaw to undertake a tactical market research project to evaluate the potential size of our target markets in the UK Public Sector. Based on the quality of the report, we commissioned the team to deliver a more extensive programme of work over a 12-month period to support our corporate strategy. The system and supporting processes we deployed worked so well we decided to replicate these within our global go-to-market strategy.

—  Alex Wadsworth,
International Financial Director, General Dynamics IT

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