Sidetrade, a leading AI-powered financial solutions provider, knew they needed to generate more high-quality leads and had the marketing budget to invest, but they weren’t sure which activities would achieve the best return. We were engaged to consult on the right approach, starting with an in-depth analysis of their markets and customer journeys. From this, we advised on a digital strategy that combined improvements to the website experience with a rebuilt PPC strategy, targeted LinkedIn lead generation campaigns, and an SEO strategy to capture demand in both the UK and France.
Through a combination of strategic consulting and tactical execution across PPC, SEO, and LinkedIn, we delivered a unified digital growth strategy for Sidetrade.
By aligning customer journeys with targeted campaigns and refining the onsite experience, we helped Sidetrade secure more high-value leads and build a scalable digital framework for continued growth.
Sidetrade approached POLARIS SEO Agency with a view to organise their B2B search marketing strategy. The newly appointed digital team wanted a partner that could present an SEO strategy to the business that would drive a change in inbound lead acquisition and MQL’s.
Sidetrade’s existing search activity lacked consistency in messaging, structure, and targeting. Competitor strategies were aggressive, and opportunities were being missed due to fragmented campaigns and under-optimised landing pages. The challenge was twofold:
Build a robust, multi-market digital strategy tailored to Sidetrade’s prospects and their pain points.
Increase inbound leads while improving the onsite experience to maximise conversion rates.
Our strategy began with a landscape analysis across the UK and French markets, mapping the informational journey of Sidetrade’s target audience. We analysed competitor positioning, customer use cases, and search behaviour to define high-value entry points and craft tailored messaging.
From there, we deployed a three-pronged approach:
PPC & SEO Rebuild
Complete rebuild of paid search campaigns across UK and France.
Structured accounts segmented by territory, product, and goal (awareness vs conversion).
Comprehensive keyword targeting for solutions-based queries, including “collections management software” and “credit and collections software.”
Onsite SEO audit and technical refinements to strengthen organic performance.
LinkedIn Lead Generation
Designed and ran a targeted campaign focused on senior finance decision-makers (Finance Directors, CFOs, VPs of Finance).
Promoted Sidetrade’s thought leadership asset: “How Artificial Intelligence Will Improve Your Financial Performance”.
Achieved high engagement with precise targeting of enterprise organisations matching sidetrade’s ICP.
UX & Customer Journey Consulting
Reviewed landing pages and conversion flows.
Delivered recommendations on messaging, content clarity, and user experience to reduce friction.
Created a seamless journey from initial ad exposure through to demo request.
Search Marketing: Campaigns were rebuilt with structured keyword clusters, improved ad copy aligned to brand messaging, and retargeting campaigns across Google Display and social channels.
LinkedIn Campaigns: Single-image ads and in-feed creative assets were deployed with LinkedIn pixel tracking for remarketing.
Reporting & Optimisation: Weekly reporting and continuous optimisation via Bright Metrics ensured performance was monitored and refined.
Significant uplift in qualified inbound leads across UK and France.
Expanded reach to senior finance leaders in enterprise organisations via LinkedIn.
Improved conversion rates through better UX and landing page optimisation.
Stronger competitive positioning against key industry rivals through aligned paid and organic visibility.
Through a combination of strategic consulting and tactical execution across PPC, SEO, and LinkedIn, we delivered a unified digital growth strategy for Sidetrade. By aligning customer journeys with targeted campaigns and refining the onsite experience, we helped Sidetrade secure more high-value leads and build a scalable digital framework for continued growth.
“POLARIS came in and were swift in their recommendations to us. Their approach to auditing our website gave us real insight into the technical challenges we needed to overcome to get activity going and leads into our operation.”
Matt Styliannou, Digital Marketing Manager
Sidetrade
“Its great when a client calls you with another new project or business challenge. The relationship deepens and we deliver even better results together."Amo Sokhi Managing Director