B2B technology consulting
Building a marketing function from nothing
A referral-led tech consultancy had no marketing in place. Over six months, I set up analytics, refreshed the website, developed content and established core marketing infrastructure.
01 / 04Challenge
Reach capped by who they knew
The business had grown on personal connections and referrals. That works until it doesn't. Reach is capped by who you already know, and lead flow arrives in unpredictable bursts.
Marketing infrastructure
None
Strategic direction
None
Anyone to implement
None
Build a marketing function from the ground up, and show enough early return to keep it going.
02 / 04Approach
Measure before spending
An audit of every channel, platform and campaign came first. What it found set the order: find out, measure, fix the destination, then spend.
01
Audit existing marketing landscape
Before building anything new, I mapped every marketing channel, platform and campaign.
02
Setup and optimise marketing infrastructure
Google Analytics 4, conversion tracking through Google Tag Manager, and reporting dashboards.
03
Redesign and develop the website
The existing site didn't reflect what the company actually did, and it wasn't converting the visitors it got.
04
Drive growth through digital channels
Channels prioritised by return against effort, then measured, refined and reallocated on a loop.
01
Audit existing marketing landscape
Before building anything new, I mapped every marketing channel, platform and campaign.
02
Setup and optimise marketing infrastructure
Google Analytics 4, conversion tracking through Google Tag Manager, and reporting dashboards.
03
Redesign and develop the website
The existing site didn't reflect what the company actually did, and it wasn't converting the visitors it got.
04
Drive growth through digital channels
Channels prioritised by return against effort, then measured, refined and reallocated on a loop.
03 / 04Solution
Building the system
The pieces existed. Nothing connected them. The build joined them into one system, in the order the evidence set.
01Before
Islands
A website, a Google Ads account and LinkedIn all existed, but nothing connected them, and no one could say which was working.
02Measure first
Tracking before spend
- Configured Google Analytics 4 to track how users actually moved through the site
- Rebuilt conversion tracking with Google Tag Manager and custom JavaScript
03The hub
A website that reflects the business
- Redesigned and shipped the site in two months to reflect the services and brand
- Restructured navigation, page structure and calls to action
- Implemented SEO fundamentals: mobile responsiveness, meta data, clean structure
04Channels
Every channel lands on the site
- Ran a technical audit covering broken links, metadata errors and duplicate content
- Built a blog content plan targeting high-value commercial keywords
- Developed a LinkedIn content strategy positioning the business as a thought leader
- Audited the Google Ads account and restructured campaigns around high-intent keywords
05The system
One system, measured end to end
Every channel feeds the website, the website feeds the pipeline, and the numbers steer where the next dollar goes.
Referrals still matter. They are no longer the whole plan.
The website, before and after
The existing site didn't reflect what the company actually did, and it wasn't converting the visitors it got. A full redesign addressed the service offerings, the structure, messaging, SEO fundamentals and the overall user experience.
Schematic of the redesign, not a screenshot. Drag to compare.
04 / 04Results
What moved
Six months from a standing start: more people seeing and engaging with the business on LinkedIn, better-qualified search traffic, and about half the wasted ad spend.
Each result against its own starting point, indexed to 100
Visibility
LinkedIn, first five months
A LinkedIn content strategy replaced ad-hoc posting with a structured cadence of thought leadership, case studies, industry commentary and company culture.
Engagement
LinkedIn, first five months
On LinkedIn, content designed around audience questions and industry trends gave people a reason to interact rather than scroll past.
Organic Traffic
Organic search, better-qualified users
Built SEO foundations, fixed technical issues and targeted high-value commercial keywords to attract better-qualified users, not simply more traffic.
Wasted Ad Spend
Google Ads
Google Ads campaigns restructured around high-value keywords, with ad groups refined and targeting tightened to improve efficiency. This reduced wasted spend while improving lead quality.