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Building a ‘category of one’ disruptor for sale
Esphr was a new model employment law firm and ER technology business, helping HR professionals drive positive transformation through their organisations. We were disruptors, who came to market before our prospective clients were perhaps even ready. My objective for Katie was clear – help us own our new ‘category of one’ and build the brand for sale.
We were so different, the market didn’t know they needed our support. So we had to generate demand before we could create leads.
Partnering with our own talented – but lean – marketing team, Katie developed a strategic PR approach where every piece of comms mattered. Our engagement channels were rich with proactive media relations, thought leadership commentary, advice-led lead magnets, carefully curated social media content, hard-hitting videos and live events – I was always especially proud of the in-person mock tribunal event which we brought to life, with 80 delegates from major brands.
We made a fantastic team and enjoyed the ripples we created. Katie – and the wider communications colleagues she assembled to support us – really did expand our mid-market credentials. We could not have grown without her considerable loyalty and complete professionalism, and we sold the business for a seven figure sum in 2021.
Pete Byrne, exited founder and former CEO, esphr
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