Turning a sales-led advisory firm into a marketing engine
An audit of an employee-benefits advisory firm’s marketing, and the six-month content, enablement and SEO plan built from it — structured so the client’s own team could keep running it after handover.
An employee-benefits advisory firm growing only through sales, with 40,000+ contacts unworked and no content to win against PEOs.
Audited the marketing and built a six-month plan across eight workstreams — content, thought leadership, email, SEO, social, sales enablement and reporting — with webinars and podcast episodes fronted by the partners.
A plan built for handover — templates, playbooks and dashboards the in-house team can own.
A growth engine that could not scale
The firm is a modern alternative to traditional brokers and PEOs: responsive, transparent, tech-forward, and genuinely trusted by its clients. The marketing infrastructure had not kept pace with the practice.
Growth was carried almost entirely by sales. That works, but it does not scale: awareness and education have to happen before the first call. Meanwhile the firm was competing against PEOs without content ammunition — clients leave PEOs once they understand the hidden costs and the loss of control, and nobody owned that narrative publicly.
And a database of more than 40,000 contacts sat unsegmented and unworked, with no newsletter, no welcome sequence and no lifecycle campaigns to bring dormant contacts back into consideration.
Four gaps, found in their own material
The site positioned the firm as a trusted advisor, but nothing answered "why us, and why now". Testimonials sat in isolation instead of inside service pages and campaigns, and there were no downloadable guides for early-stage research.
LinkedIn leaned on general benefit themes and internal updates. The partners’ own views on benefits strategy, compliance risk and PEO alternatives — the reason clients trust them — were not public.
Good assets that led nowhere: a strong blog on the PEO versus broker model with no deeper guide behind it, no subscribe path, and no segmentation by intent or buyer stage.
A brandbook that needed a light refresh, and decks, flyers and social creative that did not look like the website.
Eight workstreams, one system
A modular sales deck system, editable one-pager and flyer templates, a light brand guide refresh, and a content calendar framework aligned to the sales cycle.
36 blog articles, three downloadable lead magnets, six deep-dive case studies and nine short client success stories.
Six webinar or podcast episodes fronted by the two partners, 12 ghostwritten LinkedIn posts and a twice-monthly LinkedIn newsletter.
Segmented campaigns against the 40K database, a welcome sequence, and deliverability work to protect sending reputation.
Technical audit and fixes, keyword research and mapping, on-page optimisation, link building, local SEO, ongoing maintenance and a content refresh cycle.
Organic LinkedIn, repurposed long-form content, and account-based outreach through Sales Navigator.
Deck and flyer launch with an internal walkthrough, plus a repurposing playbook the team keeps updating.
Monthly performance snapshots and two strategy reviews that reset the roadmap on what actually performed.
One input, many outputs
The plan only works at that volume because nothing is made once. A webinar becomes a blog recap, an email snippet, LinkedIn posts and a flyer insight box. A blog becomes an email feature and a webinar talking point. A guide becomes nurture emails and landing page copy. A case study becomes a quote post, an email CTA, a deck slide and a service-page proof point.
That repurposing logic is what turns six months of production into a library the sales team can actually reach for — and it is the part most content plans leave out.
What success would be judged on
Open, click and reply rates by campaign and segment.
Download and RSVP completions on the lead magnets and sessions.
Growth in the count of active, engaged contacts out of the 40K.
Attendance across webinars, podcasts and events.
Leads generated and meetings booked, tied back to the asset that produced them.
Built to be handed over
Every part of the plan was designed for handover rather than dependency: templates, playbooks, workflows and dashboards the in-house team can own, whether they continue with an agency or not.
[Engagement status and results — to be added once the work is live and measured.]
Why it worked
Diagnosis first
The plan came out of an audit of their own site, blog, LinkedIn and client-facing material — not a template.
Owns the narrative
The PEO-versus-broker conversation is the one their buyers are actually having, and nobody had claimed it.
Faces, not logos
In an advisory business the partners are the product; the plan puts them in front of the market.
Built on the asset they had
40,000 contacts is a channel, not a list, once it is segmented.
Production that compounds
Repurposing turns each asset into five, so the calendar is sustainable.
Handover by design
Templates, playbooks and dashboards mean the system outlives the engagement.
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