Puritas: How using a Fractional CMO has Launched Puritas’ Growth

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.