Problem

Fraction had a small number of clients when we started working together but ambitious goals to scale quickly and validate their model. It was sink or swim, with critical deadlines to meet. They needed to establish category leadership while simultaneously building predictable pipeline in an unproven market.

Solution

We used the StoryBrand framework to clarify their message, redoing their homepage messaging to make it easier to understand their value proposition. Then we worked with them to craft targeted search and social campaigns to their ideal customer profile for account-based marketing, reaching decision-makers actively seeking development talent.

Plan

To address Fraction's need for rapid scaling and market differentiation, we crafted a comprehensive strategy focused on three areas: messaging and positioning using StoryBrand to refine their unique value in the fractional employment category; targeted advertising through paid search and social campaigns reaching potential clients at various buying journey stages; and data-driven optimization implementing continuous performance monitoring with A/B testing of ad creatives, targeting parameters, and bidding strategies.

Execution

Website Redesign and Messaging: Conducted workshops to understand core strengths and value proposition, applied StoryBrand framework to clarify messaging, and redesigned homepage and key pages to reflect refined positioning that made Fraction's value immediately clear.

Paid Search and Social Campaigns: Identified high-intent keywords targeting potential clients actively searching for development talent solutions, defined target audiences for social campaigns, and designed ads focusing on pain points with optimized landing pages converting visitors into qualified leads.

Outbound Sales Strategy: Developed targeted email nurture campaigns engaging potential clients, crafted personalized outreach maintaining top-of-mind awareness, and positioned Fraction as the fractional employment authority.