Developing an integrated digital strategy for Estafet through a comprehensive approach involving the sales and technical teams

How did an established technology company with over two decades of experience manage to refresh its digital presence and reach new audiences? Through a strategic approach that included a brand refresh, new website development, and integrated marketing communication, Estafet achieved significant results. In this case study, you will discover how the collaborative work between the marketing, sales, and technical teams led to a successful brand transformation. Finally, you will find the key lessons from this transformation and how they can be applied to your business.

ESTAFET – WHO THEY ARE AND WHAT THEY DO

Estafet is a British company with over 20 years of technological expertise in the FinTech, BioTech, and Data Tech industries. For years, the brand has consulted and assisted enterprise organizations in achieving digital transformation, growth, and protection from various cyber risks by integrating new cloud functionalities into their roadmap.

DIRECTION OF ESTAFET’S BUSINESS DEVELOPMENT

Estafet is reorienting its digital transformation and expanding its operations and product solutions to a broader target audience. The brand now works with both large enterprise companies and startups in specific sectors of the UK market.

WHAT WERE THEIR GOALS?

In 2022, the brand commissioned Xplora to create a new image for its digital positioning. It all began with establishing a framework, and the objectives for execution were as follows:

• Developing an integrated digital marketing strategy for Estafet’s new positioning.
• Developing an approach to reach business decision-makers within their specific target group.
• Positioning Estafet not only as a brand that works with enterprise companies but also as one with extensive experience supporting the development of startups, without excluding work with the former.

WHAT MOTIVATED THEM TO WORK WITH XPLORA?

The nature of Estafet’s work has always been closely linked to the collaboration between the company’s technical team and its clients’ employees. Therefore, it was important for Estafet to choose a business partner with a team that would work with the same dynamism and in strong alignment with its marketing, sales, and technical departments.

In our collaborative work, we quickly established a unified approach that allowed all involved parties to consistently deliver the right messages to the company’s niche target audience.

WHAT APPROACH DID WE CHOOSE

1. Strategic Approach
   
   – We developed a content mix strategy for brand-specific communication lines and B2B customer journey funnels.
   – We refreshed Estafet’s visual representation in the communication mix, including: website, case studies, social media management, and campaign activations. Through the new branding, we simultaneously preserved the company’s history while highlighting its natural evolutionary development.
   – We built a new website and continued its maintenance, transforming it into a current asset for the brand.
   – We initiated a process of conducting photoshoots of the Estafet team, as well as filming a series of video interviews with the company’s directors.
   – We defined the right messages to target decision-makers.
   – We planned the entire approach for developing the brand’s digital presence within a long-term framework.
2. Collaborative Approach
   
   – We held monthly operational and strategic meetings to build a bridge between strategy and execution.
   – We jointly drafted new relevant articles and revised older case studies.
   – We developed a plan to assist in creating content for the sales department to use in specialized Facebook and LinkedIn groups, as well as in their direct communication channels.
   – We determined how materials used by the sales and technical departments for offline purposes could be integrated into the digital space.

CHALLENGES

The challenges we faced were related to:

• Establishing an integrated approach across all teams.
• Developing an accessible tone of voice for the new marketing communication, aligned with the brand’s characteristic technical language and complex terminology.
• Adapting for digital channels the sales resources prepared by Estafet’s technical team, while preserving the brand’s expertise in the messaging.

RESULTS

Through our collaborative work with Estafet, we demonstrated to UK startups that we understand their pain points and challenges by offering specific solutions. We achieved this by:

• Refreshing Estafet’s visual identity and developing a strategic approach for the brand’s new digital positioning, supporting its business transformation.
• Creating a strategic framework and action plan for ongoing activities and long-term campaign content..
• Helping Estafet receive positive feedback and testimonials from its employees regarding the work done.
• Elevating marketing to a strategic-level topic, encouraging integration with other departments to support the company’s overall performance.
• Bonus: Interest in job applications from potential employees increased.

After building an integrated digital strategy with Estafet, we continue our successful partnership at a consulting level. We advise the brand on how to position itself with additional activities in both offline and online environments.