Project Keystone
Building a connected marketing and sales engine for a professional services firm
Keystone is an established professional services firm supporting organizations through complex business decisions. The firm had built a solid client base through networks and referrals while steadily expanding its capabilities and market reach.
Growth had outpaced the marketing foundation. The website no longer reflected the breadth of the firm’s work, content was produced inconsistently, and its commercial materials did not support the desired market position. The team needed a connected marketing and sales system that could build visibility, credibility and a more consistent flow of opportunities.
Where they were
The firm had built a solid client base through networks and referrals, but it lacked a structured marketing engine. Its website no longer reflected expanding capabilities, content was produced ad hoc and core presentation materials did not match the desired brand position.
The team asked Folmia to improve visibility, support lead generation and present the business as a modern, technology-enabled partner.
What we did
1. Reimagined website
We led the redesign and development of the website, creating a cleaner user experience, more strategic content flows and a visual system aligned with the firm's position.
2. Social media engine
We developed the LinkedIn strategy, content calendar, post formats and design templates, then supported ongoing execution to create a consistent rhythm of visibility and employer branding.
3. Sharper commercial narrative
We redesigned the corporate deck and core marketing materials so tone, structure and visual identity worked together across external touchpoints.
4. Commercial and sales strategy
We mapped sales channels, funnel structure and revenue strategy, helping the team frame its offers, structure pricing and manage the sales journey.
5. Thought leadership, SEO and analytics
We launched a flagship insight series with more than 100 expertise-led articles and implemented an SEO and analytics framework to improve search performance, understand behavior and guide marketing decisions.
6. Targeted paid campaigns
We launched and optimized LinkedIn campaigns aimed at decision-makers in priority markets, extending reach and supporting inbound interest.
Where they are now
The firm now has a clearer brand voice, a high-performing website, consistent content output and a growing LinkedIn community. Marketing has become a core lever of growth rather than a side task.
The ongoing engagement gives the team a connected system for building momentum, credibility and deal flow as the business evolves.
Strategy made tangible
- Brand refresh
- B2B marketing
- Strategic brand direction
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