B2B content strategy drove enquiries for a 20+ year-old events firm

Industry: Event branding and production

Cold Open Lab helped an established business build a digital presence that reflected its experience and its growing focus on event branding. The work brought its new CEO into the content, gave prospective clients more information and helped generate direct enquiries alongside its established referral and partner channels.

An established reputation with little presence online

The business had been operating for more than 20 years. Referrals and partners had traditionally brought in work, but its social media presence was almost nonexistent.

That left prospective clients with very little to explore if they encountered the business online. As event branding became a core focus, the brand also needed its content to explain that direction.

Cold Open Lab’s task was to help the business show what it could do and give prospective clients more opportunities to discover it.

A B2B content strategy built around the business

Cold Open Lab took time to understand the brand and its shift toward event branding. That understanding shaped the messaging and the content developed for social media and the blog.

The work gave the business a presence across digital spaces where prospective clients could encounter its expertise. It also made better use of content the business already had.

Making the new CEO more visible

Cold Open Lab repurposed existing material to feature the new CEO more prominently. The content gave the person leading the business a more visible role in how the brand presented itself online.

This became part of a more recognisable, personable approach to its communication.

Giving the content room for personality

Cold Open Lab used topical, funny audio to make the social content more engaging.

One standout post used a Beyoncé sound about wanting something big enough to announce her presence. The post drew a particularly strong response, showing how a playful treatment could work within the brand’s content.

That creative approach sat alongside content designed to explain the business and its services.

Adding customer education

Cold Open Lab added FAQ pages to answer common questions about the business’s services.

Together with social media and blog content, the FAQs gave prospective clients more to learn from before starting a conversation. The digital presence now offered both an introduction to the brand and information about its work.

Prospects began reaching out after seeing the content

The team reported a change in how some enquiries began. Prospective clients started contacting the business directly and saying that its content had prompted them to reach out.

For a business accustomed to winning work through referrals and partners, content had become another way to start a client conversation.

The reported outcomes included a broader digital presence, greater visibility for the new CEO and direct enquiries linked by prospects to the content they had seen. Separately, the CEO described a clear improvement in the brand’s online presence after 90 days.

What the CEO said

Now, our online presence has genuinely leveled up. They took the time to understand our brand and our shift toward event branding as a core focus, and it shows in the content. What stands out most is how collaborative they are, they listen, they adapt, and they bring ideas to the table instead of waiting to be told what to do. Ninety days in, we’ve seen a real difference in how the brand shows up online. I’d recommend them to any agency or business that wants a digital partner who actually cares about the outcome.

CEO, event branding and production business
Excerpt from the client testimonial.

Could your next client find you through your content?

Your business may have years of experience and work that prospective clients rarely get to see. Cold Open Lab can help bring that expertise online and give your audience a clearer reason to get in touch.

Discuss your content strategy with Cold Open Lab