Invanity

The brief

Relish brought Invanity in to answer a specific question: could search — across SEO, Google Ads, and emerging AI-led search experiences — function as a reliable acquisition channel for their business?

The approach

The objective was to establish whether an integrated search approach could operate as a dependable revenue channel, and to prove its commercial viability before committing further investment.

We began with a full audit of Relish’s existing search activity across SEO, Google Ads, and AI-led search experiences to understand why previous investment had failed to translate into revenue.

The review showed that much of the activity was structured around awareness-style campaigns — optimised for visibility rather than demand.

While this approach generated impressions, it did little to capture prospects actively evaluating product sampling partners or ready to engage commercially.

Based on this assessment, the strategy shifted decisively toward demand capture. Rather than pursuing broad visibility, we focused on high-intent, niche search queries that signalled immediate buying intent.

Search was treated as an integrated system, with SEO establishing authority around service-led terms, Google Ads validating demand and accelerating visibility for high-performing keywords, and AI-focused optimisation ensuring consistent presence across evolving search experiences.

The website was adjusted to better support this shift, with pages refined and structured around clear, commercially focused services, solutions, and industries. These changes improved alignment with how prospective buyers search and evaluate partners, ensuring demand captured through search could be routed effectively to conversion-focused pages.

Deliverables

• SEO & AI search strategy.
• Technical SEO.
• On-page SEO.
• Off-page SEO (Digital PR, Content Marketing, Directories)
• Paid Media Strategy & Activation (Google, Bing & LI).
• CRM Configuration & Integration.
• Website Development.
• CRO & UX Optimisation.

The results:

• 13x increase in inbound revenue: Year-on-year increase driven by high-value inbound opportunities.
• 9x increase in average deal value: 2025 vs 2024
• Double the volume of MQL’s: 80 MQLs generated in 2025, up from 40 in 2024
• 2.7x Return on Investment: Total investment returned a 2.7x ROI on closed-won revenue, with an additional pipeline value that was 3x higher than 2024.

The brief

Despite their reputation, and a website that converted reasonably well, Watch Doctors were receiving just 70 repair enquiries per month. Inbound marketing hadn’t been a priority in previous years, and competitors were capturing valuable traffic for high-intent opportunities around Rolex, Omega, and TAG Heuer repairs.

The approach

We first focused on scaling acquisition through SEO, capturing high-intent demand via technical improvements and service-led content. This included aligning site structure to brand and repair intent, improving indexation, and building depth across high-value service pages to increase visibility where commercial intent was strongest.

As traffic and enquiries increased, we rebuilt the website to support scale – enhancing conversion performance, reducing friction, and strengthening trust across key journeys. This included simplifying enquiry pathways, improving mobile performance, and introducing clearer service messaging and credibility signals aligned to luxury purchase behaviour.

Visit their new website here: https://watchdoctors.co.uk/

The deliverables

• Full website redesign.
• SEO & AI search strategy (We activated too).
• Technical SEO.
• On-page SEO.
• Content Marketing (Strategising and writing blog content).
• Paid Media (Google & Meta).

The results

• 20x return on investment (to date): As enquiries increased from 70 in 2022 to 900 in 2025.
• 8.5% conversion rate: Average conversion across the entire website, up from 3-4% baseline.
• Award winning campaign: Invanity won silver at the European Search Awards and were nominated at the U.K. Digital Excellence Awards for our work with Watch Doctors.

The brief

STRAT7 had low organic visibility on Google Search. SEO hadn’t been a focus in previous years, and now they recognised the opportunity to change that. Working with Invanity, the objectives were clear – scale organic search visibility, increase enquiries from organic search, and drive net new client acquisition and pipeline/revenue growth through organic channels.

The approach

Working in partnership, we built a 12-month SEO programme structured around 90-day sprints. Each cycle targeted commercially valuable opportunities aligned with STRAT7’s service offerings and buyer intent – every action filtered through one question: will this drive revenue?

We created new web pages addressing high-intent organic queries, implemented technical optimisations to improve site performance, and continuously monitored data to identify the next opportunity. When Google’s AI Overviews and AI search channels evolved mid-programme, we adapted immediately – creating and optimising content for these channels to maintain competitive advantage.

Deliverables included:

• SEO & AI Search Strategy.
• Technical SEO Optimisation.
• On-page SEO Optimisation.
• UX Recommendations & Implementation.
• Content Writing (Blogs, Guides, Web Copy, etc).
• Brand Marketing Suggestions.

The results:

• 13.2x return on investment: closed-won deal values represented a 13.2x return on SEO investment over 12 months.
• 600% increase in visibility: measured through impressions and ranking improvements across target keywords.
• Qualified net-new client acquisition: multiple clients acquired through organic search, with an average first time deal value of £92,500.
• AI-sourced pipeline: active opportunities emerging through ChatGPT and other AI channels, validating early investment in this space.

The brief

STRAT7 had conducted a self-funded study into ‘chaos packaging’, a niche but increasingly relevant trend within FMCG categories. The research was detailed and data-rich, but it needed to be shared with industry audiences in a way that both communicated the findings and demonstrated STRAT7’s capabilities as a research and insights agency. The brief was clear: create a visually interesting, engaging asset that promoted the study and its results.

View here: https://strat7.com/blog/chaos-packaging/

The brief

To increase the value of a future acquisition, InsideOut asked Invanity to help rebrand, reposition, and freshen up their go-to-market strategy. The goal was to scale the brand and pipeline to increase their EBITDA multiplier and demonstrate clear growth opportunities.

The approach:

We started with a critical review of InsideOut’s existing revenue generation strategy to identify core gaps and opportunities. This revealed the need for a fundamental repositioning.

We executed a complete rebrand – productising their offerings, updating their visual identity, refining their market positioning, and developing messaging that supported it all.

Alongside this, we improved their CRM processes to align with sales and prove marketing’s impact on pipeline.

With these foundations in place, we deployed a multi-channel go-to-market strategy. We rebuilt their website, while brand marketing created desire amongst the target audience. SEO and paid media captured high-intent prospects, and ABM campaigns reached marquee accounts, generating high-value enquiries that demonstrated scalable, repeatable revenue ahead of acquisition.

Deliverables 

• Refreshed Visual identity.
• Updated Messaging, ToV and Positioning.
• ICP & Buyer Journey Mapping.
• CRM Reconfiguration (Salesforce)
• Performance Marketing Strategy & Activation

The results

• Acquisition in 2022: InsideOut were acquired by Harte Hanks for $7.5m.
• $4m pipeline contributed in 2021: Including major client wins with ADP, T-Mobile and New York Bariatric Group.
• #1 ranking inside sales company globally: Across Google, Bing and Yahoo.
• 150 SQLs generated annually: With 80% of all leads converting to SQL.

The brief

IBM wanted to improve outbound sales productivity and reduce ramp time across its sales organisation. They needed a clearer account-based selling framework — one that defined how reps should pursue accounts, when they should engage, and which channels should be prioritised — supported by structured cadences within SalesLoft.

The approach

The objective was to design and validate a set of outbound plays and cadences that could improve engagement, increase productivity, and provide a repeatable model for sales teams to execute at scale.

We designed the outbound strategy, account-based plays, and cadence frameworks used in a proof of concept.

This included defining account-based pursuit models, writing and structuring multi-channel cadences, and establishing clear rules around touch volumes, intervals, and cadence duration.

Rather than relying on generic, one-size-fits-all sequences, we developed layered cadences aligned to different stages of account pursuit, balancing persistence with prospect fatigue.

The strategy deliberately reduced dependence on phone and email as primary channels. Social engagement — particularly LinkedIn — was embedded as a core component of each play, alongside clearer guidance on cadence timing and spacing.

IBM’s sales reps executed the activity, while we analysed performance across engagement, conversion, and productivity metrics. This allowed us to continuously refine cadence structure and play design based on real-world results, identifying which combinations of channels, intervals, and touch volumes delivered the strongest outcomes.

Deliverables

• Customer journey mapping & ICP documentation.
• Email & phone script writing.
• LinkedIn engagement strategy.
• ABM strategy.
• Sales & marketing alignment assessment.

The results

• 6-8 touches per appointment: Established a predictable cadence to consistently generate booked appointments.
• 65% appointment attendance rate: Improved meeting quality through relevant, account-based outbound plays.
• 25% increase in rep productivity: Improved efficiency per rep by standardising account-based outbound execution.
• 50% increase in sales output per rep: Converted productivity gains into materially higher sales contribution per rep.