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A marketing partnership that continued through two acquisitions

Our relationship began with TGO and continued as the company evolved through two acquisitions, supported by consistent LinkedIn, social media and HubSpot Inbound Marketing.

Companies change. Ownership changes. Teams change. The marketing foundation still needs to perform. Our long-term relationship with TGO continued through two acquisitions because the programs and infrastructure could evolve alongside the organization.

The company changed. The partnership continued.

TGO evolved through new ownership and organizational change, but the need for consistent digital marketing, technology and business development continued.

Pulsion worked with TGO for many years, managing a combination of social media, LinkedIn outreach, HubSpot and inbound marketing.

The relationship was broader than maintaining individual marketing channels. LinkedIn supported B2B networking and outreach, social media maintained ongoing digital visibility, and HubSpot provided infrastructure behind the inbound marketing environment.

During our tenure, the company went through two acquisitions.

Acquisitions can create substantial disruption for marketing. Brands evolve, teams change, priorities shift and new ownership can bring different processes and expectations. Existing marketing programs need to adapt without losing the value already built around the business.

Our work continued through both transactions.

That continuity allowed the marketing environment to evolve alongside the organization rather than repeatedly starting over as ownership and corporate structure changed.

Challenges

Maintaining consistency through organizational change

Marketing programs are easiest to manage when the business itself remains relatively stable. Acquisitions introduce new stakeholders, priorities, brands and operating structures, creating a very different environment.

Our work with TGO needed to remain relevant as the organization changed around it. The programs evolved while maintaining continuity across LinkedIn, social media, HubSpot and inbound marketing.

Keeping multiple B2B channels working together

LinkedIn outreach, social media and inbound marketing can easily become separate activities with different objectives. HubSpot can also become little more than a database if it is not connected to the broader marketing process.

Our role brought those elements together as part of an ongoing B2B marketing environment. Social activity supported visibility, LinkedIn supported professional relationships and outreach, and HubSpot supported the inbound infrastructure behind the programs.

What we did

  1. LinkedIn outreach

    Build valuable B2B relationships: Managed LinkedIn outreach to consistently expand professional networks and create relationships with relevant prospects and decision-makers.

  2. Social media

    Maintain consistent visibility: Managed ongoing social media activity to keep the organization active, visible and connected with its professional audience.

  3. HubSpot

    Connect the marketing engine: Supported HubSpot as the infrastructure connecting inbound activity, customer data and the marketing processes operating behind the campaigns.

  4. Inbound marketing

    Turn visibility into opportunity: Managed inbound marketing to connect digital activity with a structured approach to attracting and developing prospective customers.

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Results

  • Nearly 10 years supporting ongoing B2B marketing for TGO and Shea
  • 2 acquisitions with the partnership continuing through both
  • LinkedIn outreach, supporting professional network development
  • HubSpot, supporting inbound marketing infrastructure
  • Integrated marketing across social, LinkedIn and inbound