Full-funnel marketing partner • brand and messaging • website • content and SEO • PPC • HubSpot activation • outbound • in-house team development
BuyingStation is a Procurement Intelligence Platform built for CFOs and C-suites who want to grow confidently. Founded in 2015 by Kavita Cooper, a procurement practitioner who has lived the supplier governance and financial control challenges first-hand, BuyingStation gives growing businesses the visibility, governance and structured procurement execution that enterprise tools have never made accessible to them.
When The Essential Agency joined the team, BuyingStation already had a strong product, a real market and clear ambition for the next stage of growth. They wanted a marketing partner that could match the pace of the business and help it accelerate.
Great product. Real market. A small team moving fast on every front.
Like many growing technology companies at this stage, BuyingStation had built a solid product and won early customers. The business was primed for a more strategic marketing programme to widen its reach. We mapped the opportunities together:
Our view: a growth plan only works when the foundations underneath it are solid. We worked in three phases, each designed to set up the next.
With foundations in place, we put together a content marketing plan grounded in SEO and GEO research. We mapped competitors, identified target keywords, search phrases and AI-search gaps and built content directly for them. Blogs, lead magnets such as procurement buyer guides and a Google PPC campaign for intent-based traffic. We worked hand in hand with the offshore team to amplify each asset across social, so a single piece of content worked across the funnel.
We started by auditing the data already in HubSpot, retiring inactive contacts and refreshing the rest. We then built multi-touch email campaigns for each ICP, layered with proof points and conversion tools including a research report, independent procurement industry guides featuring BuyingStation and an ROI calculator. The whole engine was designed to be operated by BuyingStation’s marketing and sales ops teams. Verification and email validation steps were documented step by step so data quality is maintained.
We worked alongside BuyingStation’s UK leadership team and the offshore marketing team on HubSpot, the website, the data, the SEO and the content. From day one, the brief was to share knowledge openly and help the in-house team expand their skills as we went, so the capability we built together would stay inside the business.
PAGES INDEXED
and ranking in search
ENGINES BUILT
Inbound and outbound
IN-HOUSE TEAM
expanding skills
The Essential Agency have put strong marketing foundations in place for BuyingStation. They worked alongside our UK and offshore teams, embedded themselves in the business and shared their thinking openly so our in-house team has grown alongside the work. We have moved further and faster than we could have on our own and I'm looking forward to building on that as we scale.
If you’re leading marketing at a growing technology company, parts of the BuyingStation story will sound familiar. A product that works. A market that’s real. A small team moving fast on every front. A marketing tech stack you’d like to be getting more from. An offshore or fractional team you’d like to bring closer in. A website or content programme you know could be working harder for the business.
The answer is rarely more activity. It’s solid foundations, an integrated plan and a partner who works alongside your team to help them expand their skills rather than create a dependency.
That partner is The Essential Agency.
Tell us about your business. We’ll share honest, considered thinking on where to focus your marketing foundations first and what a 90-day plan could look like.
