FROM REFERRAL-LED TO MEASURABLE GROWTH: BUILDING DI SQUARED'S DIGITAL GTM ENGINE

1Before: DI Squared in 2023

DI Squared’s original 2023 Auto Dealerships homepage section, with a showroom photo, analytics dashboard, and automotive data-management messaging — The original homepage’s Auto Dealerships section · 2023

Wayback Machine · September 12, 2023 ↗

Year: 2024-2026
Contribution: Research | Strategy | Content Development
Outcome: 300% web growth
2x social following
90 BANT-qualified leads
Repeatable GTM and Demand Gen model
First-ever marketing OKRs and analytics
A net new customer referral programme with defined incentives, journey, and dashboards.

What I did

DI Squared had strong technical expertise but had never built a serious marketing operation.

With limited budget and a business dependent on relationship-led selling, I researched the company’s value propositions, ideal customers, competitors, and practice areas, then built a content system around the questions buyers actually needed answered.

I worked with developers and practice leaders to turn technical and commercial questions into clear, specific content. I also created a mini brand book.

Once the brand foundations were in place, the next challenge was turning that clarity into a more reliable route to growth. With 95% of new business still coming through referrals despite a dramatic increase in engagement, I conducted a 60-point analysis of the digital experience, mapping the buyer journey and identifying gaps and misalignment in content and information available to prospects.

Those findings shaped a phased GTM strategy, including 200+ content assets catering to a variety of audiences across geos; I also implemented the company’s first marketing analytics programme. I laid the foundation for a measurable inbound growth engine, with a strategic target of 40% inbound-sourced opportunity.

I worked with developers and practice leaders to turn technical and commercial questions into clear, specific content — and created a mini brand book.
I independently led the development of product and industry-specific messaging frameworks and content, alongside brand work and our keystone IDC content.
I also designed content operations and processes from the ground up, trained three staff members in social and content management, and oversaw all agencies.

Effectively, our work was targeted toward transforming our website from a brochure to a buying guide organised around five priority business problems and markets.