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Marketing Strategy for a Tech Firm

The Problem at Hand

The CEO and Business Partner of a SME Tech Firm approached me as he was struggling with Marketing the business. 

The day to day running of the business had taken over and there was no Marketing Strategy, team, or support in place. Plus, all promotional and Marketing activities to date, had been led by the Sales Team.

He also wanted someone with Marketing knowledge and experience that he could rely on for advice when it came to effectively marketing the business, and future direction.

The Action Plan

Working in Partnership with the Chief Executive Officer to ensure that I really understood his business and what he wanted to achieve through Marketing activities; during the consultation and research phase, I reviewed and audited the marketplace, trends, and activities of competitors. 

Once completed, I dived straight in and developed the Integrated Marketing Communications Strategy (IMC), brand archetype, Tone of Voice (TOV), value proposition (over-arching brand messages) so that I could develop and differentiate the company’s Marketing Material, brand messaging, and communications accordingly.

During the brand direction stage, I worked in partnership with tml.’s trusted graphic designer to develop and launch a new logo, and visual identity for their lead service.

The objective was to differentiate their service from competitors, with the end goal of increasing brand awareness to generate leads.

Trial, Test and Action

Time was of the essence; the aim of the campaign was to increase uptake of the lead service and a government voucher scheme (due to expire in 4 weeks).
I set to work on the copy, and organised and directed a brand photo shoot to give the business a visual identity and personality.  Adopting a Business to People Marketing (B2P) approach, the aim was to visually capture the business culture, and integrate the energy, and personality of the CEO and employees into the brand persona, communications and TOV.

Working in partnership with a mix of tml’s trusted web partners and Graphic Designers; and voila, in just 2 weeks, the new microsite, branding and Marketing Material was launched and ready to support the email campaign. 

Campaign Summary

  • Launched the microsite and new brand identity for the lead Service
  • Testing and capturing what did and didn’t work throughout the
    campaign, I developed and managed A/B split testing of email’s, copy and design
  • Tracking and testing of Open Rates (OR) and Click Through Rates (CTR) using a
    combination of Mailchimp, Google Analytics, optimising SEO keywords and UTM codes
  • During the campaign, I also produced daily reports for Sales / CEO to ensure capture of
    live leads
  • Overall, the email campaign achieved high OR of 16.47% and 19.01%.

Marketing Recommendations and Next Steps

After the campaign, I worked with the business for a further three months to finalise the Integrated Marketing Communications Strategy. Prepared Monthly reports for the Board, attended Monthly Board Meetings.  Submitted a final report that included lessons learnt over the last 6 months, and next steps, allowing the business to continue effectively Marketing themselves.