The Problem
8th Light, a software consultancy with more than 15 years of experience, needed a refreshed brand platform to show who it had become, and a marketing leader to drive it.
In early 2022 I put the starting point plainly to the team: “Today, our content marketing is very ad hoc, manual and sporadic. Topics are random, and we’re often speaking to the developer/designer versus the CEO or head of engineering.”
The Approach
We started with the story, then the logo. The brand platform came first: a purpose line, “We craft software that unlocks human potential,” plus three buyer personas and six employer personas. The identity and website followed, built with Multiple Inc. and launched at the start of Q4 2022. It’s the same order I run as The Story System.
- Launched and led an integrated sales and marketing strategy in a high-touch B2B services environment.
- Built a cross-functional growth team with clear roles, responsibilities and strategic focus.
- Partnered across the organization to shape the company narrative and internal communications.
- Designed and put into practice sales standards, processes, reporting and performance structure.
What We Built
- The company’s first go-to-market, employer brand and content strategies.
- A full rebrand and website relaunch to communicate positioning and offerings more clearly.
- Segmented communications for prospects, alumni, clients and job seekers.
- A capabilities deck, published client case studies and gated content.
The Result
$2.5M+
Marketing-sourced revenue
47.1%
Win rate on marketing-qualified leads, up 27%
1,673
Talent Community recipients by September 2023, up from 288 at the April 2022 relaunch
From January 2022 to February 2025, the work produced 107 qualified leads and 12 closed-won deals from marketing channels, a more than 50% increase in monthly website users and half of new users from organic search. After the rebrand, case studies were the first page 18.9% of visitors saw.
