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DSSI had sold their way to success. Despite solid growth, their online presence was minimal and misattributed due to name confusion with another business. Marketing had been handled in fits and starts by outsourced contractors who underperformed. Their lean team, consisting of just two internal salespeople covering the US and EU, hadn't been able to implement a scalable go-to-market (GTM) strategy.
Pipeline generation and acceleration were urgent. Although the team knew their ICP: heads of tail-end spend and procurement in global enterprises, the engagement was slow, outbound cold, and digital channels were underutilised. The tech stack (HubSpot, RollWorks) was in place but under-leveraged.
We implemented a focused, 6-month GTM activation combining SEO foundational work, ABM orchestration, and sales enablement:
SEO Audit & Fix: We began with a full technical and competitive SEO audit. We corrected keyword misattribution, built a new keyword strategy, and created 50+ high-impact blog articles. We also optimised and expanded thin legacy content.
ABM Program Build: Through Jobs-To-Be-Done workshops with Heidi and Amit, we clarified personas and segmented 50+ accounts by vertical and familiarity. We launched persona- and industry-specific landing pages with custom messaging.
Tech Activation: We integrated SEMrush, Apollo, and Cognism into the stack. We restructured RollWorks playbooks and launched full-funnel campaigns combining outbound email, display ads, and retargeting.
Sales Enablement: We mapped the buyer journey, built outbound sales sequences, and aligned the technical and sales teams around a shared messaging and engagement framework.
Built and optimised 60+ pages (blogs, landing pages, core site content)
Used keyword clustering to drive bottom-of-funnel traffic
Integrated multi-channel ABM playbooks across email, display ads, and retargeting
Created persona-led content to support outbound and inbound engagement
Rolled out a full engagement and visibility dashboard across HubSpot, SEMrush, and RollWorks
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SEO: Achieved over 200 ranking keywords and drove a 1000%+ increase in targeted traffic. Major uplift in awareness from key accounts.
ABM: All 50+ accounts activated and marketing qualified, 10 moved to sales qualified. One closed deal during engagement worth six figures.
Acquisition Impact: SEO visibility and GTM execution were praised by the acquiring CMO. Internal feedback highlighted our contribution to deal acceleration and digital presence improvement.
