CASE STUDY
Building a Research-Led Marketing Strategy to Reach Enterprise Technology Buyers
Nexora, an IT consultancy specialising in software development, commissioned Quantum to develop a research-led digital marketing strategy. The strategy was designed to strengthen brand awareness, reach enterprise decision-makers and create a clearer route towards lead generation.
What began as a six-week strategy project progressed into organic activation, paid lead generation and ongoing social media management.
From Basic Activity to a Clearer Marketing Direction
Nexora was already managing basic organic social media activity in-house. However, it lacked the research, audience insight and strategic direction needed to consistently reach enterprise buyers and CTOs.
Quantum was initially commissioned for a six-week strategy project. Before increasing content output or introducing paid advertising, we focused on understanding the market, competitors, audiences and opportunities that should shape Nexora's approach.
The objective was to create a clearer marketing direction that could first build brand awareness, then support qualified lead generation.
Reaching the Right Audience, Not Simply a Larger One
Understand the Market
Identify competitor activity, positioning, content gaps and wider opportunities within the software development market.
Reach the Right People
Build a clearer understanding of enterprise buyers, CTOs and other senior technology decision-makers.
Give Each Channel a Purpose
Define how LinkedIn, Substack, Instagram and Facebook should contribute to awareness, authority and lead generation.
Create a Route to Leads
Develop an approach that could move from organic visibility into paid acquisition once the foundations were established.
OUR APPROACH
From Research to Ongoing Delivery
01
Research
Market, competitor, audience and search analysis established the evidence base for the strategy.
02
Define
Developed positioning, messaging, content pillars, creative direction and the role of each channel.
03
Build Awareness
Activated a more structured organic presence across LinkedIn, Substack, Instagram and Facebook.
04
Activate Paid
Introduced paid activity once the organic foundation was established, focusing on qualified lead generation.
05
Manage & Improve
The original six-week commission developed into ongoing social management, content creation, paid activity, reporting and optimisation.
A Strategy Built to Move Into Action
Market & Competitor Insight
Market research, competitor benchmarking and opportunity analysis.
Audience & Search Insight
Enterprise audience profiling, personas, search behaviour and content opportunities.
Positioning & Messaging
Clearer positioning, messaging hierarchy and content pillars.
Channel & Content Strategy
Defined roles for LinkedIn, Substack, Instagram and Facebook, supported by a practical content roadmap.
Organic & Paid Activation
Organic brand-building followed by paid lead-generation activity.
Measurement & Ongoing Management
KPIs, reporting, optimisation and ongoing social media management.
PERFORMANCE & RESULTS
From Strategy to Measurable Progress
+180%
Organic Reach
+150%
Engagement
£95
Cost Per Qualified Lead
5.2x
Pipeline ROAS
Reporting period: 30 days. Source: LinkedIn and Meta analytics.
The initial six-week strategy developed into organic activation, followed by paid lead generation once brand awareness and channel consistency had been established.
The work gave Nexora a clearer understanding of its market, priority audiences and channel roles while creating a practical route from awareness into acquisition.
Quantum was subsequently commissioned to manage Nexora’s social presence on an ongoing basis, connecting strategy, content, paid activity, reporting and optimisation within one programme.
Performance in Context
Enterprise B2B technology acquisition is typically expensive, because campaigns target smaller audiences and senior decision-makers. UK practitioner benchmarks place qualified leads for niche, high-value B2B services at roughly £150–£400+. Broader LinkedIn B2B data shows lead costs above $200 on a spend-weighted basis. Against that context, a verified £95 cost per qualified lead would represent particularly efficient acquisition.
Need a Clearer Strategy Before Your Next Marketing Move?
Whether you are starting from scratch or already investing in marketing, we can help. Together, we can turn research, audience insight and commercial objectives into clearer priorities and a practical route forward.
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