Transforming Snugg's marketing function, supporting B2B launches with major brands and securing a £2m seed capital raise
"Lucy and her team have been fully engaged “Snuggsters”, bringing us top-drawer marketing talent and taking real ownership of our marketing and overall business success”
Robin Peters, CEO and Co-Founder, Snugg
The Challenge
Snugg faced the challenge of building a comprehensive marketing function under stringent budget constraints while supporting significant B2B launches with major retail banks and a UK utility company. Additionally, the credibility of their CMO was crucial for securing a £2m seed capital raise.
The Solution
From pre-launch audience insights that developed both their targeting, product and beta launch strategy to building and leading the marketing team to deliver this with a fully integrated marketing strategy.
Insights:
Consumer’s opinions on why their home should be more sustainable have changed since the start of the cost-of-living crisis. We developed insights to understand who is actively looking to make changes, who has the means to make those changes and which locations and housing are most likely to make those changes. This led to a focused beta launch to gather more learnings, building into a full geographical launch plan.
Marketing Strategy:
Based on these insights, we built an integrated strategy focused on objectives and budgets. This was followed by us building their team and tech stack to deliver these objectives with a mix of in-house, freelance and agency support to be most effective at each stage.
Advisory and ongoing part-time CMO:
We continue to lead the marketing efforts, working across the business with product and strategy developing plans and continually testing and learning to optimise the approach.
The Results
Our efforts resulted in a robust marketing function, a proficient team of over 10 professionals and successful B2B launches with major banks and a UK utility company.
The CMO's enhanced credibility was pivotal in securing a substantial £2m seed capital raise. This journey established Snugg as a pioneer in simplifying home energy efficiency.