Accelerating Global Growth for a Leading International HR Solutions Provider

The Challenge

The company was rapidly scaling internationally but faced several strategic and structural challenges:

• Marketing was not aligned to a well-defined Ideal Customer Profile (ICP)
• Brand and messaging were inconsistent across regions
• Organic growth had stalled, particularly in non-US markets
• AI search engines surfaced incomplete or inaccurate brand information
• Paid media campaigns lacked segment-level precision
• Existing collateral was underused and not integrated into demand generation
• Their website and content system no longer reflected their expanded capabilities
  

The organisation required a unified, scalable approach across SEO, AEO, GEO, brand, content, LinkedIn Ads, and Google Ads.

Our Approach

We delivered a complete global growth transformation across organic, paid, AI search, and brand infrastructure.

Full ICP Alignment Across All Channels

We redefined:

• Core enterprise HR, Finance, Compliance, and Operations personas
• Buying committee roles by region
• Priority industries and maturity levels
• Messaging pillars tied to revenue and expansion goals
  

This alignment guided all search, paid media, and content decisions.

Global Rebrand & Content Refresh

We supported a full rebrand designed for global competitiveness:

• Refined the brand narrative
• Updated content strategy frameworks
• Rebuilt enterprise messaging
• Supported the design and development of a new website optimised for conversion, consistency, and global expansion. 

Strengthening AI Engine Discoverability Through AI Engine Optimisation (AEO)

We improved brand representation across AI-driven search ecosystems:

• Clarified entity relationships
• Strengthened factual consistency
• Structured content for AI interpretability
• Improved presence across AI Overviews, ChatGPT/Perplexity results, and emerging answer engines
  

Impact: 2.3X increase in brand visibility across AI search experiences.

SEO & GEO for Building a Scalable Global Search Engine

We created:

• A global website and information architecture
• Market-specific content frameworks
• Technical improvements to support global scaling
• A roadmap for 20+ regions

Impact: measurable search growth in 7 new markets.

 Precision Audience Segmentation for LinkedIn & Google Ads

LinkedIn Ads

• Segmented by function, seniority, industry, and regional priority
• Sequenced messaging across awareness, consideration amd conversion
• Using existing content to develop lead magnets

Google Ads

• Refocused on revenue-critical HR and compliance intent
• Eliminated non-revenue segments
• Strengthened conversion measurement
  

Impact: 

• 46% lower cost per MQL
• 3.8X increase in conversion rates.

Lead Magnet System Built From Existing Collateral

We transformed internal assets (HR guides, compliance frameworks, global mobility reports) into:

• High-performing lead magnets
• Mid-funnel proof sources
• Sales enablement materials
  

These assets contributed heavily to the inbound uplift.

Results

• 124% Growth in Qualified Inbound Leads

Higher-intent enterprise leads from both organic and paid sources.

• 78% Increase in Global Organic Visibility

Across HR compliance, global mobility, payroll, and EOR search categories.

• 2.3X Increase in AI Search Presence

Greater visibility in emerging AI-driven discovery channels.

• 46% Reduction in Cost per MQL

Driven by segmentation, lead magnets, and refined messaging.

• 19 New Markets Showing Search Growth

GEO improvements strengthened global competitiveness.

•  3.8X Increase in Paid Media Conversions

On both LinkedIn Ads and Google Ads.

•  A Cohesive, Modern, Enterprise-Ready Brand

A new site and refreshed content system aligned with the company’s international scale.

Results:

The leadership team gained:

• A globally consistent and AI-ready growth engine
• Improved enterprise lead quality and volume
• Greater predictability across organic, paid, and global channels
• A unified brand aligned with revenue and expansion goals
• Stronger cross-functional alignment between marketing, sales, and global teams
• A scalable framework to support the organisation’s long-term global expansion
  

The company is now positioned as a global, AI-ready HR leader with a unified, high-performance marketing ecosystem.