Repositioning a B2B workplace technology business as a market leader

The brief

Your Workspace operate in the B2B smart storage and workplace technology sector. The product was strong, but the brand had not kept pace with the business, and the way it showed up across vehicles, print, web, search and social was inconsistent.

The aim was to reposition the company as a leader in its market, and to make the marketing work as one joined up commercial engine rather than a collection of separate activities.

What I did

• Marketing strategy set at operational board level, alongside the CEO and commercial leadership, so marketing decisions were tied directly to growth targets.
• A complete brand repositioning, rolled out consistently across the vehicle fleet, the website, all sales literature and event materials.
• Ownership of a £750k marketing programme, allocating budget across brand, digital, events and content with full P&L accountability.
• A digital transformation of the website, restructuring content and repositioning it for search so it attracted the right B2B buyers.
• A realignment of paid advertising, restructuring Google Ads so spend was focused on the searches most likely to convert.
• A new social media positioning, with a distinctive way of showing up online so the brand was instantly recognisable, supported by a consistent publishing rhythm.
• Coaching and developing the younger members of the marketing team, building in-house capability and consistent, high quality delivery.

The result

• A measurable 40% uplift in brand equity and recognition, with the business now positioned as a leader in its sector.
• One coherent brand across every touchpoint, from the vans on the road to the website and social feeds.
• Paid and organic search working together, and a significant increase in social media followers and engagement.
• A stronger, more confident in-house team, able to carry the brand forward.