Project Details

Client

Workframe

Location

Sydney, AU

Engagement

Full-spectrum digital presence

Duration

8 months (ongoing)

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SaaS and Technology

Fractional CMO & B2B Outbound Engine

How a Sydney HR tech founder went from zero marketing presence to 3× pipeline in 8 months

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

The Situation

Workframe had built a genuinely differentiated HR compliance platform for mid-market Australian businesses. Their product was strong, their NPS was exceptional, and their referral rate was the envy of their competitors. But outside their existing client base, almost no one knew they existed. The founder was writing every LinkedIn post herself, sending cold emails between client calls, and managing a website that hadn't been updated in 18 months. She knew the marketing needed to be fixed. She just had no bandwidth to fix it.

What We Did

We started with a full marketing audit and positioning workshop. The first time Workframe had ever formally articulated what made them different from the other HR tech vendors in the market. What came out of that session was a clear, differentiated value proposition built around their compliance-first approach, which competitors were avoiding because it was harder to sell. We turned that into a messaging framework that underpinned everything that followed. From there, we built out the full execution layer. A monthly content program anchored around LinkedIn thought leadership, ghostwritten to the founder's voice. An SEO strategy targeting compliance-adjacent search terms that competitors were ignoring. And a paid LinkedIn campaign targeting HR directors at companies in their sweet spot. Within six weeks, the founder had stepped out of day-to-day marketing entirely. Within three months, organic channels were generating inbound leads for the first time.

Positioning workshop and messaging framework
Monthly LinkedIn thought leadership program
SEO strategy targeting compliance-adjacent search terms
Paid LinkedIn campaign and email nurture sequence

Results

Eight months in, Workframe's pipeline had more than tripled and the founder had almost nothing to do with it.

3.1x

pipeline growth in 8 months

68%

of new leads now from inbound

4.2x

increase in organic web traffic

The Outcome

Workframe signed their largest enterprise client to date in month six. A deal that originated from a LinkedIn article we wrote for the founder on HR compliance risk in hybrid workplaces. The founder now spends less than two hours per week on marketing. The rest is handled.

“

I'd been the bottleneck in our marketing for three years. I knew what needed doing but never had time to do it. Adah didn't just take it off my plate. They made it better than I would have made it myself. We're getting inbound enquiries from companies I've been trying to reach for two years.

— Founder & CEO, Workframe

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