Project Details

Client

Arcflow

Location

Melbourne, AU + New York, US

Engagement

Go-to-market planning + Full-spectrum digital presence

Duration

10 months

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Scaling Businesses

International Go-To-Market & Brand Repositioning

Rebranding and relaunching into the US market without losing momentum in Australia

Client names are fictional. An anonymity clause applies to all engagements on request.

The Situation

Arcflow, a workflow automation platform built for professional services firms, had hit strong product-market fit in Australia and received Series A funding with a mandate to crack the US market within 12 months. The problem: their existing positioning, messaging, and marketing assets were built for Australian buyers. Tone, references, case studies, even pricing language, all of it needed to be rebuilt for a US audience. And they couldn't slow down their Australian growth engine while they did it.

What We Did

We ran a go-to-market sprint for the US launch over the first six weeks: competitor analysis, US buyer persona development, and a new positioning framework that kept the core product story intact while recalibrating the language, proof points, and channel strategy for an American professional services audience. We rebuilt the US-facing website copy, created a US-specific case study set, and launched a LinkedIn content program targeting operations directors at US law firms and accounting groups. The exact ICP the sales team was being asked to close. In parallel, we maintained the Australian execution program without disruption, keeping existing content, email, and social running at full pace while the US build was underway. Two markets with one team and strategy holding both together.

US go-to-market sprint for the American professional services market
US website copy rebuild and a US-specific case study set
LinkedIn content program targeting US law firms and accounting groups
Australian execution program maintained in full throughout the US build

Results

Arcflow entered the US market and closed their first two clients in month four, while their Australian pipeline kept growing without missing a beat.

US enterprise demos booked in first 90 days

2.7x

organic traffic growth across both markets

100%

AU pipeline during full US build-out

The Outcome

Arcflow closed their first two US clients in month four. Both from inbound leads generated by the LinkedIn content program. Their Australian pipeline continued to grow throughout the transition. The CMO later noted that having strategy and execution in the same hands was the only reason both markets could be managed simultaneously without dropping output quality.

“

We were trying to build a US marketing engine from scratch while keeping Australia running at full speed. Most agencies would have told us to pick one. Adah built both simultaneously and neither missed a beat. The US positioning they developed is sharper than what we had in Australia after three years.

— CMO, Arcflow

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