Building marketing around commercial growth
Industrial B2B — Marketing transformation
A specialist chemicals business wanted marketing to play a much bigger role in growth. We helped turn that ambition into a clearer strategy, stronger sector propositions and a marketing operation better equipped to generate demand and support sales.
The challenge.
The business had reached a turning point. Marketing was limited, go-to-market activity was largely sales-led and the existing digital and marketing set-up was not creating enough commercial momentum.
The company needed a clearer role for marketing within the growth strategy, stronger propositions for different sectors and a more effective foundation for demand generation, digital engagement and sales support.
What we did.
We worked closely with the CMO to translate commercial objectives into a focused marketing strategy and execution plan.
That included developing sector-specific value propositions through multidisciplinary workshops, improving the digital footprint and lead-generation set-up, reviewing the marketing technology stack, strengthening event, campaign and sales-enablement materials, and supporting the team with ongoing execution.
The work connected positioning, digital activity, technology and sales support around a common set of commercial priorities rather than treating them as separate marketing initiatives.
What changed.
The business gained a clearer marketing roadmap directly linked to growth objectives, stronger propositions for priority sectors and a more effective operating foundation for lead generation and sales support.
The changes also delivered a material increase in website conversion, better-quality leads and stronger visibility of traffic being directed towards distributors — giving the business clearer evidence of marketing’s contribution to commercial activity.
Working through something similar?
Tell us what is happening in the business. We’ll tell you how we think about it.