Interim Digital Marketing Director for £10M B2B Sales Business

Case Study: Interim Digital Marketing Director for £10M B2B Sales Business

Background

A £10 million B2B sales business was facing challenges with its online marketing efforts. The company needed a coherent digital strategy to boost its online presence, coordinate marketing agencies, and improve its overall marketing effectiveness. The leadership realised they required an experienced Interim Digital Marketing Director to guide their team, assess existing efforts, and execute a comprehensive marketing overhaul.

Objective

The main objectives for the Interim Digital Marketing Director were to:

1. Develop an online strategy aligned with the business’s growth ambitions.
2. Coordinate and assess current marketing agencies to ensure they delivered optimal results.
3. Create a realistic and sustainable marketing budget.
4. Refresh the company’s website to enhance user experience and alignment with the new strategy.
5. Provide oversight and governance to ensure the ongoing success of the initiatives.

Approach

The Interim Digital Marketing Director took a phased approach:

• Immersion Phase: For the first few weeks, the Interim worked three days per week to deeply understand the business’s marketing function. This phase focused on reviewing the current online efforts, understanding key business objectives, and getting under the skin of the marketing team’s capabilities and gaps.
• Strategic Development: After gaining a solid understanding, the Interim began developing an online strategy in consultation with the internal team, ensuring it was aligned with the overall business goals. The strategy included tactics for digital channels, lead generation, and optimising the customer journey.
• Agency Coordination and Review: The Interim evaluated the current marketing agencies’ performance and re-aligned their efforts with the new digital strategy. This included contract reviews and adjustments to the scope of work where necessary.
• Budget and Resource Planning: A sensible budget was developed based on the desired outcomes and ROI. The Interim ensured the budget aligned with both short-term wins and long-term sustainability.
• Website Refresh: One of the key deliverables was to refresh the website to enhance user experience, brand alignment, and overall digital performance. The website was redesigned for better navigation, improved SEO, and higher conversion rates.

Transition to Oversight

Once the strategy was in place and the marketing function was stabilised, the Interim scaled back involvement to one day per week. In this capacity, they provided oversight, monitored performance metrics, and made adjustments where necessary. This approach ensured continuity and provided the business with the ability to execute while having ongoing expert guidance.

Results

• A clear online strategy was developed and implemented, enhancing the business’s digital footprint.
• The marketing agencies were re-aligned, resulting in improved collaboration and performance.
• The budget was optimised to match both growth targets and cost-effectiveness.
• The refreshed website improved user experience, increased site traffic, and led to better lead conversions.
• By moving to an oversight role, the Interim allowed for sustained performance without the need for heavy involvement, ensuring the marketing function could operate independently with strategic guidance.

This phased approach not only stabilised the company’s marketing function but also set the foundation for long-term growth and self-sufficiency.