B2B Branding and Digital Marketing

pole starPole Star branding and product naming were inconsistent partially due to an acquisition. Marketing efforts were tactical and unfocused and did not support the desire to grow and gain synergies across different markets.


  • Prepared branding strategy for board to reposition the company and build consistent product naming
  • Created digital marketing programme to reach out to new target audience – risk and compliance officers in major trading institutions, lending banks and insurers
  • Changed marketing spend to reduce expensive trade show activity and focus on speaking slots and content-focused activity


The result was a focused activity set that drove new leads for the financial services team and focused on retention and loyalty programmes for the maritime market.