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Case Studies · enlybiz.com

Four archetypes.
Four campaign architectures.

Each of the four client archetypes — technology startups, enterprise groups, government bodies, and social sector organisations — requires a fundamentally different marketing architecture. Here is what that looks like in practice.

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Archetype 01 · Technology Startup

From product to pipeline in 60 days.

A B2B SaaS startup at seed stage with a working product, no inbound pipeline, and 90 days of runway left. The problem was not product-market fit — they had paying customers. The problem was that the next 50 customers did not know they existed.
ICP defined from 12 customer interviews — not assumptions
LinkedIn outreach sequence — 3 messages, 22% response rate
Content strategy: 2 long-form posts/week — 14 inbound requests in 60 days
60
Days to first inbound
14
Qualified pipeline from content
22%
LinkedIn response rate
3×
Pipeline coverage at 90 days
Archetype 02 · Enterprise Group

Repositioning a 30-year brand for a new buyer.

An established enterprise group expanding into a new product category where their brand carried no recognition — and where the buyer was 20 years younger than their existing customer. Brand equity in the old category was liability in the new one.
Separate brand architecture for new category — not a sub-brand of the parent
Content voice calibrated for the new buyer archetype — not the 30-year customer
Proof architecture from new category clients only — old brand equity quarantined
Result
New brand achieved category recognition within 90 days of launch. No association with parent brand in new buyer research — exactly the intended outcome.
Archetype 03 · Government Body

Public trust communication for a regulatory authority.

A provincial regulatory authority with a public trust deficit — not from misconduct, but from communication failure. Decisions were correct and well-documented internally. Externally, they were invisible or misunderstood. The public did not know what the authority did or why it existed.
Communication audit: every public-facing document reviewed for legibility
Annual report redesigned — same content, readable by a non-specialist
Press briefing framework: facts first, context second, never defensive
Principle Applied
Government communication must demonstrate competence before it asks for trust. Every document produced was evaluated against one question: does a non-specialist reader leave this understanding what the authority does and why it matters?

Your archetype.
Your architecture.

Every engagement starts with a Growth Audit — identifying which archetype you primarily serve and building the marketing architecture that fits that buying behaviour specifically.

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