Rapid Circle is a Microsoft Partner of the Year 2024, delivering cloud transformation and digital workplace solutions for leading organizations. The company provides Microsoft Cloud expertise across sectors, supporting clients with AI, digital workplace, infrastructure, security, and data-driven solutions.
With strong technical credentials and industry expertise, Rapid Circle was looking to build a predictable marketing engine and create alignment across its various solution areas. The company wanted to strengthen its go-to-market strategy, increase qualified demand, and ensure all marketing activities could be successfully transitioned to an internal team after the engagement.
Being a leading Microsoft service provider comes with its fair share of complexity – a large offering, a range of experts across solution areas, presence in different regions. Creating strategic alignment and positioning marketing firmly within the company’s GTM motion was crucial if we wanted to have real impact.
We began by running 1-1s as well as workshops with leadership and commercial teams to refine the Ideal Customer Profile, align on our priorities across industries and solution areas and clarify Rapid Circle’s positioning and messaging.
This allowed us to build a strong rapport with other teams and drive fresh initiatives with them, rather than being just a supporting function. It also allowed us to identify and act on operational opportunities around data tracking, approval processes and feedback loops.
Building the presence, relationships and processes required to make marketing successful was the first crucial step to any successful campaigns.
With clear strategic alignment and a solid operational foundation, it was time to launch campaigns that could actually help generate revenue.
Early on in our sessions, it became clear that the nature of Rapid Circle’s industry leant itself well to take an Account-Based Marketing (ABM) approach.
Focusing primarily on LinkedIn Ads, we first launched these campaigns in specific industries, later launching more holistic campaigns that focused on specific solutions. Combining different formats such as case studies, thought leadership content, lead magnets, video and single image ads allowed us to optimize for engagement and conversion. Over a single quarter, campaigns reached over 15,000 unique profiles and drove 1,100+ engagements, resulting in several qualified meetings with ICP-clients, generated directly from the campaigns.
One of Rapid Circle’s biggest strengths is the experts within the team. It was clear from day 1 that leveraging that expertise in the form of thought leadership would be a huge opportunity.
While team members were actively creating thought leadership content, we aimed to align their thought leadership activities to the company’s marketing priorities and looping them into our ABM campaigns.
The key challenge with thought leadership is operationalizing so it is scalable and consistent. We built a thought leadership engine that consisted of 3 key parts:
One content initiative we launched was the “Cloud Leadership Show” on YouTube, which brought in over 12,000 views. Our LinkedIn thought leadership activities allowed us to 5x the number of daily LinkedIn impressions across company and team profiles and increase thought leadership engagement by 110%.
These efforts helped to elevate brand authority and positioned internal leaders as trusted industry voices.
