- Case Study -

Building a marketing engine around expertise, trust and business development

A magenta marketing engine connecting trusted payroll expertise with newsletters, email and business development, framed by a blush backdrop

 

The Client

A well-established UK payroll and umbrella services provider supporting recruitment agencies and contractors with compliant payroll solutions.

The business needed to maintain credibility and visibility with two distinct audiences: recruitment businesses looking for a dependable payroll partner and contractors looking for clear information about their pay and employment.

The Challenge

In a market shaped by changing legislation, HMRC guidance and employment policy, the client needed to communicate complex information quickly and accurately without making it unnecessarily complicated.

But this wasn't simply a content challenge.

There was an opportunity to create greater consistency across the client's marketing and establish an ongoing programme that builds the brand while supporting wider commercial conversations.

That meant balancing reactive industry commentary with brand, service and people-led marketing – while adapting the message depending on whether we were speaking to a contractor, recruitment business or priority commercial account.

Our Approach

Marmalade worked as an extension of the client's team, providing ongoing support across strategy, content, social media, email, account-based marketing, lead generation and design.

We turned complex subjects, including HMRC guidance, tax avoidance, umbrella compliance, National Insurance, and National Minimum Wage changes, into accessible, audience-focused content.

Alongside this, we managed an ongoing LinkedIn presence, developed and launched a LinkedIn newsletter, created regular email communications and built targeted ABM activity to support conversations with priority organisations.

Topical industry developments became opportunities for lead-generation campaigns and downloadable resources, while dedicated product marketing supported new services and partnerships.

We also created brand and sales collateral for use across marketing, sales, and operational communications, giving the wider business a more consistent set of tools to take to market.

 

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Website Sessions

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LinkedIn Impressions

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Organic Search Sessions

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LinkedIn Clicks

Our Results

LinkedIn followers grew by 20%, while content generated 907 social actions and achieved an average engagement rate of 5.1%.

The LinkedIn newsletter also grew to 296 subscribers in its first seven months, with editions achieving an average open rate of 50%.

Compliance-led thought leadership was among the client's strongest-performing blog content, showing that the subjects closest to the business's expertise could also attract and engage its audience.

Beyond individual metrics, the programme gave the business a more connected approach across content, search, social, email, ABM, lead generation, partnership marketing and sales collateral – turning technical expertise into an ongoing marketing asset.