Enhanced

Enhanced were looking for a Fractional Head of Marketing

Enhanced approached Cremarc at the start of 2024 to fulfil the Virtual Head of Marketing role, taking on the line management of the two-person in-house marketing team, and responsibility for the forward brand direction and marketing strategy to help take the business to new heights.

Cremarc CEO, Gary, has always had the mission of placing Marketing Success Managers within client businesses, rather than a traditional agency Account Manager who would coordinate a team of executors for the client. This was exactly what Enhanced needed, and also sat as a satisfying parallel due to Enhanced having a similar mission of placing integrated IT Leads into their customers’ businesses. With values aligning and shared goals agreed, the relationship began with Success Manager Gabe joining the Enhanced team as Fractional Head of Marketing in March 2024.

Working with an agency who have experience in the technology sector has been vital in forming a new, effective strategy for the business.

Senior Marketing Executive, Enhanced

Gabe’s approach to implementing a new, bolder marketing strategy for Enhanced

“I had the same initial focus as I always do – absorb as much insight from the team about the business as possible to truly decipher what the business needs from a marketing perspective. This allowed me to build up a picture of the ideal customer, what category entry points we might need to target, and which tactics would drive the acquisition of the right type of leads.”

Gabe Green, Senior Marketing Success Manager, Cremarc

Gabe started by asking a series of stakeholders from across the business, four key questions.

• What are our biggest challenges as a company and how do we overcome them?
• What are our biggest opportunities and how do we achieve them?
• What’s precious to Enhanced that we shouldn’t touch/change/alter?
• How can marketing work better as a function for Enhanced?

The subsequent conversations provided exactly the level of insight required to build an informed marketing strategy…or should we say two informed marketing strategies.

It became apparent that despite an overarching brand strategy being required to move the identity and positioning of the business forward, two separate activation strategies were required as the two core pillars within the business – IT services and IT solutions – were so different.

Gabe landed on a more traditional sequential outbound lead-gen approach using content syndication, intent-based targeting and marketing automation, correlating with key timely category entry points, for the IT solutions side of the business. The strategy for IT managed services was much more brand trust focused, with core messaging focused around one key category entry point. The distribution for the two is massively varied and the content being produced is also widely different.

On top of this, a core part of the inbound marketing strategy was paid search and SEO. This allowed Enhanced to be found when prospects were searching, thus capturing the demand created by the outbound activity.

With Cremarc’s guidance and direction driving the new approach to marketing for Enhanced, and the support of the wider Cremarc team in areas like technical SEO and Paid Search, the Enhanced marketing function saw a

111.3% increase in MQLs vs. the same period YoY

in the first 9 months of activity using the new strategy.