The situation

Established in 2015, Dexterous provides a fully managed finance department of qualified accounting and experienced finance professionals who work as an integrated part of their clients businesses, making the finance function simple, streamlined and scalable.

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CEO, Nick Urry, requested a review of the business’s brand & marketing activities to better inform the market of its offering, and for marketing to become more strategic and less reactive.

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The objective

Their primary goals were to:

1. Prioritise marketing as a strategic business function and a driver of business growth to find their next whale clients
2. Embed new brand strategy into business
3. Define a proactive and strategic approach for marketing, with a clear plan to measure it
4. Identify a scalable marketing solution that could grow with their business
5. Develop a 12 month marketing schedule that specifically covered: a. Main themes for each month b. Content plan positioning senior leaders as thought leaders across videos, written (both long and short form), audio, events, and award submissions
6. A clear marketing budget and appropriate tracking and measures of success 
7. Phase 2 focus: a complete rebrand project to accurately reflect the evolution & growth of the business in the market & its guiding principles

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Our Solution

‍Step 1 | Weeks 1- 4 | Strategy Project 

This has become the bible/master resource for the marketing function of the business: outlining the who, what, where, why and how of marketing.  

This project laid the foundations by covering:

• a marketing roadmap developed in alignment with a deep understanding of core commercial outcomes
• qualitative and quantitative goals to keep everyone on track
• a content framework to outline all content requirements to fuel the digital marketing machine
• a resourcing plan to outline who will what of the ongoing marketing activity - incl. external partners for specialist requirements 
• marketing technology requirements - the tools and platforms required to execute the strategy
• website conversion points and their hierarchy - to inform any website optimisation requirements

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Step 2 | Weeks 5 onward | Ongoing execution

Each month, we act as a fully managed marketing team for Dexterous Group, responsible for:

• strategic direction
• content ideation, management and distribution 
• organic social media activity 
• email marketing across marketing and sales 
• marketing related administration 
• reporting 
• project management to support any external marketing partners like brand and website development agencies 

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Step 3 | Brand Redesign & New Website Project

We stepped into the project management role to ensure a seamless, timely & successful project completion. This included:

• Recommending suitable brand expert partners & collating quotes
• Supporting project partner negotiations & timeline requirements
• Managing all communications between brand agency, Sherry Design, & Dexterous team throughout complete rebrand & website redesign phases
• Provided strategic marketing advisory throughout rebrand and website redesign phases to ensure all components aligned with the greater commercial business objectives and marketing strategy
• Managing the handover from brand agency to internal development team for website development phase
• Managing all communications between internal Dexterous contributors throughout website development phase, from initial development from design files, through to testing & "go live"

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The results:

The demand generation approach we follow is all about marketing driving attributable revenue to support business growth. Since launching the partnership just over 6 months ago, we have achieved:

• Increased total monthly lead volumes by 140%+
• Increased website traffic by over 300% and new website users per month by over 450%
• 58% initial Lead > Proposal CVR - exceeding our 25% target 
• 52% Proposal > Client Won CVR - exceeding our 40% target  
• 30% Total Lead > Client Won CVR - exceeding our 20% target 

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In addition to these core business metrics we have also supported:

• The growth of an additional newsletter database on LI, attaining 580 regular highly targeted subscribers over a 6 month period  
• The growth of the business leaders into credible thought leaders on LinkedIn, with an increase in profile views of over 1000%
• The rollout of a regular, consistent content strategy across the business leaders profiles on LinkedIn, driving an average of over 11,000 views on each post 
• The growth of business leaders profiles on LI by over 100%
• A hugely successful brand & website re-launch

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“From Day 1 we've felt comfortable with the decision to engage with Ask Marketing as our marketing department as we grow the business. They're highly personable, very responsive, and the confidence they provide us has been invaluable as we ramp up our marketing activities.”  - Nick Urry

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