Case Studies

Client / Employer

RedDoor IT
IT Support, Cyber Security and Managed Services Provider

Role

Marketing Manager

Overview

As Marketing Manager at RedDoor IT, I led and delivered marketing activity across multiple channels, including LinkedIn, Facebook, Instagram, X, Google Ads, ActiveCampaign, and more, focusing on generating high-quality leads, brand visibility, and growth.

Working within a competitive B2B MSP market, I helped position RedDoor IT as a trusted IT and cyber security partner for businesses, using a mix of digital campaigns, paid advertising, content marketing, SEO, email marketing, social media, and performance reporting. I wore many hats within this role, which allowed me to see the impact from a wider perspective, instead of just from a single channel. 

A key part of my work was making sure marketing projects directly led to improved business outcomes such as enquiries, lead generation, website growth and new customer acquisition.

The Challenge

RedDoor IT needed marketing activity that could do more than just raise awareness. Some key goals were set from the beginning:

• Increase the number of Marketing Qualified Leads coming into the business by 20%
• Improve website traffic by 25%, and reduce bounce rates by 10%
• Promote key services such as Cyber Essentials, IT support and cyber security to increase customer uptake
• Turn marketing activity into growth opportunities, such as encouraging event sign-ups, discovery calls, and PDF guides.
• Support sales with stronger messaging, campaigns and follow-up activity, and provide slide decks and collateral to help close deals.

The overall goal was to create campaigns connected with our target audience, built trust, and guided them towards buying, commercially focused enough to generate enquiries from the right audience.

My Approach

I created and delivered a marketing strategy across several core areas:

1. Lead Generation Campaigns

I created and managed campaigns designed to bring in relevant business enquiries, particularly around cyber security and Cyber Essentials, attempting to upsell our Managed IT services.

This included planning messaging towards specific groups, such as  recruiters, insurance professionals, lawyers, identifying audience segments, creating campaign assets, managing campaign delivery and reviewing performance to improve results over time.

One of the strongest examples was a Cyber Essentials campaign targeted at legal aid law firms, built around the October 2025 Legal Aid deadline, where lawyers were required to be certified to keep receiving these contracts. The campaign focused on a clear pain point: firms needing to meet cyber security requirements within a set timeframe.

By making the message timely, relevant and commercially focused, the campaign helped generate consistent, high-quality leads.

2. Paid Advertising

I managed Google Ads activity with a monthly budget of £1,000 ensuring spend was focused on campaigns with clear commercial intent.

Rather than chasing vanity metrics, the focus was on lead quality, search intent and business relevance to our ICP. This helped us attract lawyers actively looking for IT support, and cyber security and compliance-related services, and through carefully tailoring our message, graphics, and output, we successfully connected with out target ISP and this led to some great results overall.

The Cyber Essentials paid search campaign delivered around 15 high-quality leads per month over a three-month period, contributing to a wider 30% increase in leads over the previous period, these leads were also higher quality, and a number of them resulted in long-term paying customers for RedDoor IT, while previously, other leads were not as engaged.

3. Website and SEO Growth

I supported website performance by creating, improving and updating content, which included blog posts, PDF guides, case studies, testimonials and more, messaging was refined and tailored towards our ICPs and their specific pain points. Key pages were better aligned with what potential customers were searching for.

This included writing and updating website copy, supporting SEO improvements, reviewing site performance and making recommendations based on traffic and enquiry data.

As a result, RedDoor IT achieved a 30% increase in website traffic, and achieved significantly higher SERP rankings for its target keywords, such as ‘cybersecurity london’, ‘managed it croydon’, ‘get cyber essentials now’ and more. Overall, this helped the business attract more relevant visitors and create more opportunities for conversion.

4. Social Media and Brand Visibility

I helped grow RedDoor IT’s presence on LinkedIn by creating content that positioned the business as knowledgeable, approachable and commercially relevant.

The content strategy focused on cyber security awareness, IT support challenges, business risks, compliance updates and practical advice for decision-makers. It also included content showcasing the team behind the great work done in the organisation, fun, engaging content that provided value, guides on key topics like cybersecurity and managed IT, and more.

This helped improve engagement and visibility, achieving the following on LinkedIn:

• 136% increase in impressions
• 150% increase in reactions
• 47% increase in followers
• 40% increase in website visits from the platform

These results helped RedDoor IT strengthen its brand authority and stay visible in front of potential customers, partners and decision-makers.

5. Email Marketing and Lead Nurturing

I used email marketing to support campaign follow-up, nurture prospects, and keep RedDoor IT front of mind with potential customers after initial enquiry.

This included creating targeted email campaigns, A/B testing subject lines and messaging, supporting audience segmentation, and improving follow-up sequences to make communications more relevant and timely. I tracked key email marketing KPIs including open rates, click-through rates, reply rates, unsubscribe rates, bounce rates, and overall engagement to understand what messaging was resonating and where campaign performance could be improved.

Campaign performance was consistently strong, with email open rates at around 40%, click-through rates around 5%, and unsuscribe rates at 0.2%, and strong engagement from warm prospects across nurture activity. This helped ensure campaign follow-up was active, and leading towards sales.

Email activity was aligned with wider digital campaigns, I helped strengthen the buyer journey, improve post-enquiry follow-up, and support warmer conversations for the sales team. This activity contributed to a 30% increase in leads and a 30% uplift in website traffic during the period.

The aim was to make marketing work beyond the first enquiry, ensuring prospects were consistently engaged, better informed, and more likely to progress through the sales pipeline rather than letting potential opportunities go cold.

6. Analytics Reporting 

I produced fortnightly marketing reports to track activity, highlight progress and connect marketing performance to business goals.

This included reviewing:

• Website traffic
• Lead volume and quality
• Campaign performance
• Social media growth
• The latest trends in Marketing

By reporting on the right metrics, I helped the business understand what was working, where improvements could be made, and how marketing activity was contributing to growth.

Key Achievements and Impact

During my time as Marketing Manager, I helped RedDoor IT achieve:

• 30% increase in leads
• 30% increase in website traffic
• Around 15 high-quality leads per month from targeted Google Ads activity
• 10 new customers converted through the Cyber Essentials campaign
• 136% increase in LinkedIn impressions
• 150% increase in LinkedIn reactions
• 47% increase in LinkedIn followers
  Stronger positioning around Cyber Essentials, IT support and cyber security services

I helped RedDoor IT move from general marketing activity to more strategic, focused, revenue-supporting campaigns.

Marketing was now supporting the sales pipeline and helping the business secure growth.

The business benefited from:

• More qualified enquiries
• Higher website visibility
• Clearer service positioning
• Improved campaign performance
• Better reporting and decision-making
• A stronger connection between marketing activity and business growth