Xperate, a leading software development and professional services company, specialising in the legal sector, were keen to explore opportunities within new markets. They knew they needed a strong marketing partner to navigate the complexities of international growth and also to help lay some marketing foundations to establish their relatively new brand.
Here's what Becky Patterson, Marketing and HR Manager, had to say about working with Consortium:
"Working alongside Hannah and Will from Consortium has been incredibly easy and rewarding. Their understanding of the legal tech space and our target markets has made a significant impact on our marketing efforts. The positive impact of our partnership is clear in the increased visibility of our brand across all regions. Consortium's strategic approach and collaborative spirit have been instrumental in helping us achieve our business objectives.”
The Brief
At the start of the partnership, Xperate needed some consistency and clarity in their marketing efforts. The team at Consortium kicked things off with a comprehensive marketing strategy, which included plenty of background research into their target audience, competitors and digital profile.
With a clear vision to work from, together, we were able to develop the brand’s identity, tone of voice and some clear marketing messages. The individuals behind Xperate have an outstanding reputation in the industry, however, the name Xperate was still relatively unknown to the wider market.
The Approach
Regular communications were put in place in the form of concise email newsletters and updates. Over time, these have developed into more targeted campaigns, using the facilities of HubSpot and internal input in segmenting the data into clear lists.
Using the power of LinkedIn, an engaging, consistent social media schedule of posts is shared regularly, which has seen their following grow substantially.
Showcasing the people behind the scenes was a key objective, as the inclusive, positive culture at Xperate is one aspect that sets them apart. This is achieved through regular interviews, meet-the-team interviews and focusing on the people behind the brand through website content and LinkedIn posts.
As Xperate started to launch their services into new markets, namely North America, Australia and most recently, Europe, Consortium stepped in to create strategic plans to share the news and establish the brand. This included data collection, targeted email campaigns and tailored literature for each of the different continents.
Xperate regularly attended legal industry conferences, exhibitions and events; however, they were struggling to see an ROI. Consortium worked with them to develop event plans, objective setting and a framework to follow at events to maximise the investment of marketing budget and time. Now, each event is approached with a clear vision and a robust follow-up plan.
The Outcome
Seeing the tangible results of their investment, Xperate increased their retainer with Consortium, upgrading from the Growth package to the Scale package. This enhanced collaboration allowed for even more strategic marketing initiatives, driving increased visibility and allowing them to go after more opportunities.
Xperate’s LinkedIn page followers have increased by 187% over the two years of working together, and their email campaigns continue to get a high open rate for the industry.
With the foundational marketing in place, Consortium played a key role in helping Xperate take a targeted approach to entering new markets, securing them press coverage and digital engagement with their successful launches into North America, Australia and Europe.
The team at Consortium works alongside internal resources, building relationships with a number of key people within the business. Working closely with Becky Patterson, Marketing & HR Manager, they meet regularly, provide reports and collaborate to achieve the business objectives.
Working with a marketing partner that truly understands your niche sector and your target market really helps to make an impact. From a UK start-up in 2021 to a global, multi-market business, Xperate’s growth story showcases the power of strategic marketing, and Consortium is proud to be part of their journey.
We can help you too!
If you are keen to take your business into new markets or want to see some tangible results from your marketing efforts, please get in touch. Call us on 01903 530787 or use the button below:
