Case study

Puritas: How using a Fractional Marketing Director has Launched
Puritas' Growth

 

Find out how Puritas, a niche fund administration software company based in Jersey, partnered with The Marketing Centre to achieve significant growth.

And how the impact of a Fractional Marketing Director led to a 50% client base increase, improved brand awareness, and a strong foundation for future success.

Puritas_14_12_2023-26716

The Journey

The engagement began with an in-depth branding workshop with the leadership team. This collaborative process helped identify Puritas' ideal buyer personas, refine their value proposition, and establish clear branding and key messages. Following the workshop, we developed a targeted marketing plan and associated budget to match the business’ resources and objectives, with a focus on brand awareness and lead generation.

The Challenge

Puritas possessed a strong foundation, yet their marketing efforts lacked the structure and resources necessary for the growth they were hopeful of. They needed a strategic marketing approach to achieve several key objectives:

• Client base growth – To diversify their client base to mitigate risk and ensure
  long-term business viability.
• Enhance brand awareness - Increase brand recognition within the fund
  administration sector.
• Lead generation - Generate a steady stream of qualified leads to fuel future sales
  growth.
• Increased business value - Enhance the overall value of Puritas for a potential
  future exit.
• Leverage existing agencies – To provide support when needed to enhance the
  marketing activities. 

 

The Solution

  • Targeted social media campaigns - Leveraging LinkedIn and Google Ads, compelling campaigns that resonated with the pain points of Puritas' target audience.
  • Content marketing refresh - A renewed content strategy was implemented, including engaging blog articles and organic social media content to establish Puritas as a thought leader.
  • SEO optimisation - A comprehensive SEO strategy was implemented across all platforms, including revamping website landing pages to improve organic search visibility.
  • Marketing technology integration - This included website
    visitor tracking software to identify high-value leads, website integrations to streamline data collection, and integrations with Salesforce and LinkedIn automation tools to nurture leads and personalise outreach efforts.
  • Integrated marketing campaigns - Utilising website visitor tracking software, website visitors were identified and contacted via LinkedIn outreach campaigns providing them with targeted content based on their browsing behaviour. By nurturing these leads through personalised communication, we were able to drive engagement and conversion to qualified sales opportunities
  • Marketing automation and reporting - Leveraging the existing Salesforce platform to enhance marketing activities by streamlining workflows, generating data-driven reports, and enabling clear communication of action plans to the board.

 

Results

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The impact of Sarah's strategic marketing direction has been measurable. Puritas has experienced a significant 50% increase in their customer base, with a robust pipeline of qualified leads ready for conversion.

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Increased brand awareness have been evident, with a surge in metrics like website traffic, social media engagement, and reach. This is ensuring that Puritas are solidifying themselves as a credible market leader within fund administration industry. 

The initial uncertainty surrounding the return on investment in a full-time marketing director was effectively mitigated by the flexible fractional model. Sarah's ability to
develop a targeted marketing plan and leverage analytics has demonstrably improved brand awareness and lead generation. We are particularly pleased to be bringing new
clients onboard, a clear indicator of the effectiveness of the implemented marketing strategies.
Trevor Cole -  Managing Director, Puritas

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