WITR
What becomes possible when a marketing relationship develops into something closer to a business partnership.
The Brief
How it started
Most networking events have the same problem. You walk in, you don't know who's there, and you end up talking to whoever's standing nearest rather than whoever's actually relevant. WITR was built to fix that.
When I came in, WITR had a product that genuinely worked and was starting to find its feet with real customers. What it didn't yet have was the brand presence, visual language, or marketing infrastructure to match the quality of what they'd built.
The challenge
The brand existed but it was early. The bones were there without the consistency to make it feel established. For a B2B SaaS product building credibility with event organisers while simultaneously pursuing investment, that inconsistency was doing quiet damage.
The job was to take a brand at the start of something and give it the foundations to grow into a serious business.
Building the foundation
Before any content went out I built the infrastructure it would run on. A graphic template system for LinkedIn so every post felt visually consistent and a content strategy covering what WITR should be talking about, who it was talking to at each stage of the funnel, and what each piece of content was trying to do for the business right now.
That strategy became the brief every piece of work was written against, and it's what made sure nothing went out just to fill a calendar.
Testimonial video
WITR already had success stories who were keen to share their experience and a place to film.
From there I took care of the rest. Developed the question list, conducted the interviews with three attendees and three organisers and edited the final cut down to a video that covers both sides of the WITR experience in a way that feels genuine.
It now lives on the website, on LinkedIn, and in the investment deck. One piece of work earning its keep in three different places.
LinkedIn and content
When I started, they had 62 followers and no real posting rhythm. Within the first month the account started picking up followers steadily and by May 2025 something clicked. The founders were in Silicon Valley as part of Techscaler and we had planned the content calendar specifically around the trip, documenting the visit and building the narrative in real time.
That month the account added 62 followers in four weeks, its strongest single month of growth because what was happening on the ground and what was going out online were telling the same story at the same time.
Across the whole period, every single result came from organic activity. No paid promotion, no boosted posts or ad spend of any kind.
Supporting the business
As WITR progresses as a tech startup, the work shifted beyond content and brand.
The first was the Silicon Valley presentation deck. I wrote the content, designed the slides, and built out the speaker notes for the Techscaler trip. The founders delivered it. They came back with new clients and WITR is now used at events in the United States.
The second was a marketing financial model built to support seed-funding and business development planning. The kind of document that needs to hold up under scrutiny in an investor conversation, not just look convincing on a screen.
Neither of these is typical marketing work. But they're both examples of what becomes possible when a marketing relationship develops into something closer to a business partnership.
Results
The results
Follower growth
Avg. engagement rate
Clicks to site
New US clients
100% organic. No ad spend.
Tools used
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