Appetite
Turning Ideas into Impact
Client
About
Sector
Team Size
ENHANCED EMAIL & CRM PERFORMANCE
TRUST-BUILDING VIDEO CONTENT
STRONGER B2B CONVERSION RATE
“Jake is enthusiastic, knowledgeable, smart and has great ideas which he freely shares around the industry and better working practices. He has insane skills that cover a good depth and breadth of marketing, media and video and is a true professional who is also fun and engaging to be around.”
- Sheryl Newman
- CEO
- Appetite
The Challenge
Appetite had recently lost their internal marketing resource and needed external support to keep momentum going while searching for a permanent hire. Although there was a clear appetite within the business for more structured marketing activity, the internal team lacked the time and capacity to execute consistently.
Founder and CEO Sheryl was also keen to establish a stronger digital presence for the company itself, moving some of the spotlight away from her personal brand and allowing the business to speak with its own voice. Her time was being stretched across tactical work like social media, and with no marketing infrastructure in place, ideas around customer engagement, CRM, and content were not being actioned. There was also untapped opportunity within partner marketing materials, lead conversion strategies, and internal knowledge that had never been leveraged.
Key Challenges
- No internal marketing resource in place
- Lack of time and bandwidth to deliver consistent marketing activity
- Needed to separate company brand from founder’s personal brand
- Strong intent and ideas with no support to bring them to life
- Underused CRM and customer data with potential for activation
- Fragmented digital presence that lacked cohesion across platforms
- Limited lead conversion due to lack of clarity around ideal customer profiles
- Outdated or underused partner marketing assets that needed maintaining
What we Did
When Appetite first brought me in, they were already working with a strategic advisor on the broader marketing direction. My role was to collaborate closely with this resource and the internal team to bring the strategy to life, executing quickly on low-hanging fruit while building a solid foundation for longer-term impact.
Strategy
We mapped out a clear strategic framework that focused on three phases: quick wins, near-term growth opportunities, and longer-term initiatives. Early focus areas included developing Appetite’s own digital voice, improving online engagement, and making proper use of legacy customer data. We cleaned and segmented the CRM, laying the groundwork for more strategic email marketing and customer reactivation.
Social Media Management
We created a structured content strategy based on defined content pillars, mixing technical insight, team culture, thought leadership and partnership-driven content. Appetite’s status as a Microsoft Modern Workplace partner gave us strong angles to work with and we leaned into this across campaigns.
We also integrated regular video content to increase engagement, clarify technical messages and keep the brand front of mind. Additionally, I supported Sheryl’s personal brand with design and content tasks, aligning her presence with wider business development efforts.
Email & CRM Marketing
Once the CRM was cleaned and properly segmented, we launched ongoing email activity, mixing regular newsletters with targeted CTA campaigns. Open and click-through rates improved steadily as we adapted messaging and design in response to audience engagement. This helped re-engage existing customers and maintain Appetite’s presence in a competitive space.
Social First Video
We produced a variety of social first video series aligned to Appetite’s content pillars. These included event recaps, behind the scenes team content and thought leadership clips. Video consistently outperformed static posts across engagement metrics so we prioritised it as a core channel for ongoing campaigns.
See ExamplesDigital & Web
Our web activity focused on keeping Appetite’s site fresh through blog content and case study development. We also updated and optimised the Google My Business profile, an overlooked but important touchpoint for B2B decision makers. SEO was not a core focus due to budget and priorities but the foundational presence we maintained supported the broader marketing mix.
We also led the collection and creation of case studies, a key sales and credibility asset for Appetite. These were used across proposals, the website and social channels, adding depth to their online presence and aiding conversion.
Photography
Quarterly visits to Appetite HQ allowed us to capture authentic imagery of the team and workplace. This bank of bespoke photography replaced stock images across the site and social media, giving Appetite a more credible and distinctive visual identity.
The Result
Over the course of two years, Appetite’s digital presence matured significantly. The business developed a clear voice, consistent content output, and better customer engagement across every touchpoint. B2B prospect conversion improved and Appetite’s brand became more recognisable and respected within its network.
As marketing needs grew, the business eventually hired internally again. The handover was seamless thanks to the strong foundations, clear processes and defined strategy already in place. The new internal hire was able to pick things up quickly and continue building on the momentum.
WHAT’S NEXT
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