Case Study

Background

Phipps Cameron is a specialist recruitment business working with senior executives in private equity-backed organisations, including CFOs and professionals across strategy, transformation and mergers and acquisitions.

In May 2025, Phipps Cameron returned to ThinkinCircles to implement marketing activity that would support its wider business growth strategy.

With no dedicated internal marketing resource, the business needed consistent delivery, high-quality content and a strategic approach capable of engaging a senior executive audience.

ThinkinCircles partnered with Phipps Cameron to connect website development, thought leadership, executive events and ongoing content delivery into a coordinated marketing programme.

The Challenge

Phipps Cameron had ambitious growth plans and a clearly defined audience of senior professionals operating within private equity-backed businesses.

The challenge was translating those ambitions into practical, consistent marketing activity that would build visibility, demonstrate expertise and create relevant commercial conversations.

Rather than focusing on isolated campaigns, the objective was to create a sustainable approach to marketing that could make better use of the business's expertise, events and existing relationships.

Our Approach

ThinkinCircles developed a coordinated approach combining website support, executive events, thought leadership and ongoing content production.

The strategy centred on creating valuable content for Phipps Cameron's senior audience, then extending the reach and lifespan of that content across multiple channels.

Turning One Event into Six Months of Content

A central part of the strategy involved making more effective use of Phipps Cameron's executive events.

Rather than treating a keynote-led event as a one-off activity, ThinkinCircles helped transform it into a sustained content programme.

The event provided the foundation for six months of marketing material, including videos, articles and a comprehensive 20-page white paper.

This approach extended the value of the original event, providing a continuing source of relevant content for the business's target audience.

Building Organic Visibility

Alongside the event-led content programme, regular LinkedIn activity and website content supported the business's organic visibility.

Case studies, testimonials and employee videos also helped showcase the expertise, experience and culture behind the Phipps Cameron brand.

The result was a connected content strategy designed to turn specialist knowledge into greater awareness, engagement and meaningful conversations.

What Changed

Phipps Cameron moved towards a more structured and consistent approach to marketing, connecting its website, executive events and thought leadership activity.

Events became a starting point for sustained content creation rather than standalone activities, with valuable insights repurposed into materials that could engage audiences over several months.

The 20-page white paper provided a focused lead-generation asset, helping turn specialist insight into relevant commercial opportunities.

Meanwhile, consistent organic LinkedIn activity supported audience growth, while the website provided an increasingly visible platform for the business's expertise.

By bringing these activities together, ThinkinCircles helped Phipps Cameron maintain a more coordinated marketing presence without the need for an internal marketing resource.

Results

The Outcome

ThinkinCircles helped Phipps Cameron connect its marketing activity into a more consistent and productive programme.

By combining website support, executive events, thought leadership and ongoing content delivery, the business was able to increase its visibility and engage a growing audience of senior professionals.

Repurposing a successful event into six months of content demonstrated how a focused marketing strategy could extend the value of existing activity while generating relevant leads.

With website views increasing significantly and LinkedIn audience growth continuing organically, the relationship illustrates the value of sustained, joined-up marketing support.

Services Delivered

Why It Matters

Effective B2B recruitment marketing is not simply about producing more content. It is about creating relevant, valuable material and ensuring that each activity contributes to wider business objectives.

For Phipps Cameron, a single executive event became the foundation for six months of content, a specialist white paper and meaningful conversations with its target audience.

This engagement demonstrates how ThinkinCircles helps recruitment businesses turn existing expertise, relationships and events into sustained marketing activity that builds visibility and generates opportunities.

By working as an extension of the business, ThinkinCircles provided the strategic direction and practical delivery needed to maintain consistent marketing momentum without an internal marketing team.