In a crowded martech market dominated by global heavyweights like Sendoso and Alyce, Reachdesk needed more than just better rankings, they needed a demand engine built to win. POLARIS stepped in to design a strategy that would not only elevate their visibility but also capture and convert high-value prospects across multiple markets. By combining competitive intelligence, a search-led content framework, technical optimisation, and an analytics setup engineered for precision, we transformed Reachdesk’s marketing into a measurable, scalable growth machine.
We provided Reachdesk with the ability to roll out a global seo strategy that positioned them for exposure across the sales journey and analytics data to continually analyse and improve their approach.
We executed our strategy on the hubspot platform, optimising the setup of the destination website and also utilising the marketing technology that hubspot CRM has to offer.
Reachdesk came to POLARIS with a strong product in the competitive martech space but no clear roadmap for how to drive demand at scale. While they knew they were competing with brands like Sendoso and Alyce, they didn’t fully understand:
How prospects discovered and evaluated engagement platforms.
The competitive content and SEO strategies driving market leaders.
How to measure performance effectively across multiple global markets.
Their existing marketing setup relied on content that was untargeted, unoptimised, and disconnected from buyer intent, and their analytics lacked the precision needed to fuel a data-led growth strategy.
POLARIS was engaged to create a demand generation strategy that would:
Position Reachdesk to win market share from category leaders.
Build a search-led content engine targeting high-value prospects at every stage of the funnel.
Provide reliable, actionable performance data through a new analytics framework.
Equip the marketing team to execute and measure demand generation in-house.
1. Market Intelligence & Positioning
We began with a deep competitive landscape analysis, mapping how Sendoso, Alyce, and other rivals were winning attention and driving conversions. We analysed:
Awareness content used to attract top-of-funnel interest.
Mid- and bottom-funnel assets designed to convert demand into pipeline.
Site architecture and technical optimisation strategies to dominate priority keywords.
This intelligence shaped a differentiated positioning strategy, ensuring Reachdesk could speak directly to buyer needs while outperforming competitor content in search.
2. Search-Led Content Engine
We rebuilt Reachdesk’s content strategy around search behaviour and buyer intent, ensuring every asset had a defined purpose in the customer journey.
High-intent landing pages were mapped to commercial keywords.
Awareness content was optimised to capture new audiences.
Sector-specific pages were created to align with high-value verticals.
This not only improved visibility but also ensured every organic visit had a greater chance of converting into a qualified lead.
3. Technical Optimisation for Conversion
Working within HubSpot, we resolved foundational SEO issues and restructured the site for optimal indexation, internal linking, and relevance to target industries. This created a frictionless path from discovery to enquiry.
GA4 Migration & 6sense Integration
To underpin the demand generation strategy with accurate data, we rebuilt Reachdesk’s analytics from the ground up:
Migrated all GTM goals into GA4.
Integrated 6sense intent data into GA4 through custom data layers and bespoke dimensions.
Tested and validated tracking across all campaigns and markets to ensure decision-ready insights.
4. Training for Self-Sufficiency
We delivered hands-on GA4 workshops, giving the marketing team the ability to:
Build reports tailored to demand generation metrics.
Track channel performance and campaign ROI.
Spot new opportunities using search and intent data.
With the analytics fully embedded, Reachdesk could confidently measure content effectiveness, conversion paths, and lead quality across all regions.
Impact
Within months, Reachdesk had transformed its marketing operation into a scalable demand generation engine:
A competitive positioning strategy to take share from category leaders.
A search-led content framework driving relevant, high-intent traffic.
A technically optimised site designed for discovery and conversion.
A measurement system linking marketing activity directly to pipeline growth.
The result: better targeting, stronger visibility, and the data confidence to scale demand globally.
“Polaris did a great job. They were prompt in turnaround, made us a clear priority within a short window, and were able to explain the changes to non-technical members. They gave us great confidence in their ability.”
– Amber Boogie, Reachdesk
“Its about quality, not quantity. We excel at customer targeting and the ability to uncover the true situational needs of a B2B buyer. This is what our demand generation strategy was underpinned by for Reachdesk and what makes our campaigns outperform other performance partners."Amo SokhiManaging Director
