Six Degrees (6DG) is a leading London-based IT and cloud services provider. Their newly appointed CMO was tasked with ambitious growth targets but needed clarity on the right digital strategy to achieve them. Referred to POLARIS by another client, 6DG engaged us to build a roadmap that would allow them to cut through in a crowded, highly competitive cloud and cyber security market.
We began with a 12-week strategy sprint led by our senior team. This focused on:
Auditing 6DG and CNS websites for performance and equity.
Analysing competitors including Cloud Direct, Content & Cloud, and Claranet.
Identifying three core growth pillars: Cloud Adoption, Cyber Security, and Agile Workspace.
Developing a roadmap to increase organic exposure, traffic, and lead generation.
Once the initial strategy sprint established the competitive landscape, POLARIS worked with Six Degrees’ internal sales, business development, and account management teams to build a customer strategy that aligned digital activity with commercial priorities.
ICP Definition: We validated and refined Six Degrees’ Ideal Customer Profiles (ICPs), spanning IT directors in multinational firms, operations managers in mid-sized enterprises, and digital adoption managers engaged in procurement.
Needs & Pain Points: Research revealed customers sought providers who could reduce manual processes, improve cyber resilience, and accelerate digital maturity, often under tight timelines and limited internal expertise.
Cross-Team Intelligence: Insights from frontline sales conversations were combined with search behaviour data and competitor benchmarks to ensure the strategy reflected both market demand and internal knowledge.
Microsoft Opportunity: Analysis confirmed that Microsoft cloud solutions (Azure, M365, security stack) were a critical decision factor for buyers and a battleground where competitors like Cloud Direct held visibility. This became a cornerstone for the new strategy, leading to the creation of a dedicated Microsoft solutions hub on the site.
The outcome was a customer strategy framework that ensured every page, service, and digital touchpoint spoke directly to buyer intent, with messaging calibrated for different personas — from high-level business decision makers to technical evaluators.
With the customer strategy defined, POLARIS led a comprehensive customer journey mapping exercise to re-engineer how prospects engaged with Six Degrees online.
User Research: Conducted 12+ moderated sessions with target personas, capturing how they researched managed service providers and where friction emerged.
Experience Mapping: Visualised the end-to-end process buyers went through, from initial awareness to procurement, highlighting pain points such as poor navigation, unclear service descriptions, and low trust in existing case studies.
Taxonomy Workshops: Validated how users categorised and searched for services, informing the new information architecture and navigation structure.
Journey Redesign: Improved journeys were mapped to remove complexity, streamline service discovery, and embed credibility (e.g. displaying Microsoft Partner status, surfacing customer stories inline rather than hidden in PDFs).
Service Page Evolution: Pages were restructured around features, benefits, credentials, and CTAs — ensuring decision makers could quickly understand solutions and next steps.
The result was a new customer journey blueprint where prospects could seamlessly navigate from awareness through to conversion, underpinned by evidence-based UX design and a unified taxonomy.
We re-engineered the Six Degrees website experience by:
Restructuring site architecture around solution-led journeys.
Creating dedicated landing pages, use cases, and resource content to guide buyers.
Embedding customer stories and expert content to build credibility.
Partnering with creative and development teams to design a modern, user-centric experience validated by UX research, taxonomy workshops, and wireframing.
"POLARIS gave us the clarity and strategy we needed to compete. Their insight into our customers and competitors transformed our digital presence and directly drove a 200% uplift in conversions." - Toby Shakleton, 6DG
Market Position Results
Six Degrees now holds 17% share of search, placing them as the #2 brand in the market behind Redscan (26%) and ahead of Bulletproof (8%), Kroll (7%), and others.
“We value our partnership with 6DG. The teams connect as one function to drive performance that exceeds targets every year."Amo Sokhi Marketing Director
