About The Client
Manchester-based Fissara Software provides B2B software which enables companies to manage their on-the-road staff, jobs and vehicles more efficiently. Their SaaS offering includes dedicated mobile and desktop apps for staff and mangers to schedule tasks, keep track of job progress, and monitor staff performance.
B2B Marketing for Growth
As interim head of marketing I was responsible for overseeing Fissara’s marketing function during a period of extraordinary investment and growth. The role kicked off with a full re-brand and overhaul of the website, pricing and proposition.
Working closely with the sales team, CEO and head of operations, I provided strategic guidance to help the company overcome some fundamental messaging issues. This meant that we were able to refine the proposition for each market sector, leading to improved brand recall and better understanding of the product benefits within the target market.
Building a Successful B2B Marketing Strategy
During my 12-month tenure at Fissara I was able to build and deliver a full-strategy marketing framework and lead generation plan. Using a variaety of proven channels to deliver new comms, the campaigns were successful in amplifying Fissara’s presence both on and offline, with search, print advertising, banner ads, LinkedIn, and HubSpot all being used to generate awareness and leads.
Working with a team of hand-picked creative freelancers, I produced new product visuals, sales material, landing pages, and various other collateral to support the B2B marketing initiative.
MarTech Implementation
The client was already a seasoned HubSpot user although they weren’t making full use of the marketing tools available. To help with campaign performance and to improve marketing efficiency, I worked with them to create a marketing automation strategy supported by website-to-CRM lead collection. New enquiries were sent directly to Sales, and customers who opted in would become part of an email nurture programme.
Results
The campaigns generated 14m viewable impressions and 19,000 visits to the website from online channels. Print campaigns generated a further 14,000 views (based on average monthly circulation numbers). Inbound enquiries and demo requests increased significantly as a result.
Due to client confidentiality I’m unable to share more specific details.