Injecting B2B marketing expertise into fast-growth fintech and SaaS content functions
HSG case study
About our lovely client
HSG helps turn fast-growth tech companies and venture capital firms into media companies, via end-to-end content function creation and audience building.
Magical moment promoting change
Two year-old HSG has doubled in size every year. The team needed extra support and expertise to flex up and enhance accounts across leading fintech and SaaS clients in Europe and the US.
The challenge
The team needed more support fast. New clients didn’t just mean more accounts for the team: each one also presented the opportunity for a deeper, more sophisticated approach to strategy, production, distribution and measurement of content.
They needed experienced marketers that could build best practice SEO content strategies, plus provide ongoing tactical advice on distributing content and the relevant KPIs to measure impact. An added element was how important sector expertise is to the team, too: they needed senior content specialists with extensive fintech and SaaS knowledge.
How we helped
Having worked as senior marketers in the financial services and SaaS industry, we know the type of content clients need to create and exactly how they could use it to generate demand. We build target audience personas, research keywords and get under the hood of competitor activity to build high quality SEO content strategies. We also create demand-gen optimised content, including whitepapers, blogs, email campaigns and social posts, as well as building personalised distribution plans for each client.
“Kerry and Becca are a joy to work with. Perceptive, diligent and fast, their expansive marketing experience and commercial focus means they have both an affinity with our way of working and vision, but also have added value from day one. Within weeks, clients have ranked number one for their key term, and we have seen direct leads from email campaigns within days – all of which lays the vital foundation of a cast-iron content function.”
— Harriet Green, Founder at HSG
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