EZOO is a UK-based electric vehicle salary sacrifice and business subscription business. When they came to Bearhat, they had ambition, momentum, and a product worth shouting about. What they didn’t have was anyone to do the shouting – or the strategy, the team, the tracking, or the plan.
Services: Outsourced Marketing Director
The Challenge
EZOO did have external support – a marketing agency on retainer, plus several other outsourced specialists. Their marketing boxes were all ticked (on paper). But in practice, nothing was working.
Their main marketing agency were doing some marketing, but ultimately presenting numbers that looked good in isolation but weren’t showing the bigger picture, or addressing wider issues. The other specialists, meanwhile, doing good jobs but operating in isolation: no shared strategy, no accountability to the same commercial goals, no one joining the dots.
The result was a business with lots of untapped potential – no picture of what was working – and no single person accountable for the businesses success.
The Solution
Bearhat stepped in as the EZOO outsourced marketing director – not an agency taking and executing briefs, but a senior marketing lead embedded in the EZOO business, accountable for performance across the full marketing function.
That meant building the strategy, building the team to deliver it, and taking full ownership of what happened next. Every channel, every campaign, every piece of content had a purpose. And for the first time, marketing and sales were working from the same plan.
What Bearhat Did
Bearhat built EZOO’s entire marketing function from scratch. That included:
- Marketing strategy – developed to fit the commercial realities of the business and built around EZOO’s core audiences, including employer decision-makers and individual employees considering salary sacrifice
- Persona development – created detailed audience personas to sharpen targeting and ensure the different areas of the business knew who they were targeting
- Team management – managed all external marketing specialists and the internal marketing team, taking full accountability for their performance
- Tracking dashboards – built dashboards within the current CRM ecosystem giving clear visibility of leads, pipeline, and revenue by channel
- Website – managed and developed the EZOO web presence to support lead generation
- CRM management – ensuring lead data was clean, tracked, and usable by the sales team
- Organic social management – consistent, on-brand content across relevant platforms
- Paid ads – designed and managed ad creative and campaigns targeted at key employer audiences
- Lead magnets – developing gated resources that drove hundreds of inbound enquiries
- Email marketing – built and managed campaigns to nurture leads and support sales conversations
- Partnerships and events – identified and activated partnership opportunities and planned events to build pipeline
- Campaigns – end-to-end campaign planning and execution, from concept to results
Results
The results speak for themselves.
But it wasn’t just leads. Alongside the volume increase, EZOO saw a measurable uplift in lead quality – more qualified opportunities entering the sales funnel, more employee vehicles being delivered each month, and a clear upward trend in salary sacrifice lease revenue.
Leads per month grew from the mid-twenties when Bearhat started to consistently above 200 within twelve months. Vehicle deliveries grew month-on-month, consistently outperforming the internal benchmark. Revenue followed the same trajectory.
Not to mention, the competitors got scared. When Bearhat started, some of the more established businesses in the space didn’t acknowledge EZOO as a competitor. By the end of the engagement, they were bidding on EZOOs brand keywords in their PPC strategies.
Ready to Build a Marketing Function That Delivers?
What we did with EZOO is what a proper marketing strategy looks like when it’s working.
Bearhat works with a small number of ambitious owner-led businesses at a time – embedding as your outsourced marketing director, building the strategy, and staying accountable for results.
If that sounds like what you’ve been missing, get in touch.
