Three Business
Three means business: how we tripled engagement with an efficient SMB engine
Challenge
Project background
Three Business needed in-year demand from small and medium businesses (10–100 employees)...all while preparing for a joint venture with Vodafone. The brief: show up where non-linear buyers really are, generate high-intent leads, and tighten the hand-off to sales.
Approach
What we did
Told the story through film, then atomized it. Produced a series of customer case studies and analyst POV films, then sliced them into platform-native cutdowns, graphics, quotes, and carousels that powered our Ceros hub, high-intent landing pages, sales enablement, and paid ads.
Refocused the media mix around intent and efficiency. Meta for cost-effective reach, Google Search as the conversion workhorse, and LinkedIn repositioned as a premium retargeting hub for engaged audiences only. Competitor conquesting and “potential switcher” segments tightened relevance and share of intent.
Built conversion content that earns the click. Launched interactive “Make the Switch” Ceros destination to remove funnel friction: and designed campaign landing pages, customer case studies, and conversion pages for clean attribution.
Activated known and unknown audiences together. Marketo sprints, multi-stage nurtures, plus content syndication for dependable, qualified pipeline where needed.
Made performance visible in near-real time. A cross-channel dashboard (social, search, syndication) to spot winners early and scale with confidence.
Rather than a single activation, we built a connected, end-to-end program that meets SMBs at every moment, then nudges them forward with the right next step. It combines granular audience signals, high-intent search, conversion-ready content, and marketing automation tuned for speed.
(Yes, our signature playbook: audience-first, journey-led, outcomes-obsessed.)
Results
How it went
We built the plan around signals (not impressions) focusing on likely switchers and buyers showing intent or competitor pain. Every touchpoint had a job: earn attention, remove the next objection, or trigger the next action. Behind the scenes, smart automation, clear lead criteria, and a frictionless path from click to sales kept Marketing and Sales in lockstep, moving qualified prospects into pipeline faster.
w up?