Industry: Maritime Manufacturing
Regions: 12 global markets
Engagement: Long-term Growth Partner

The Situation

Survival Systems International (SSI) is a family-run lifeboat manufacturer with over 50 years of experience and operations across multiple global regions.

The business was well respected in its industry and delivered high-quality, specialised products. However, growth relied heavily on traditional sales methods such as trade shows, networking, and long-term relationship building.

There was no structured marketing system supporting sales.

The Problem

Demand existed, but it was inconsistent.
Digital marketing played a limited role in generating leads.

It wasn’t clear how SSI’s products and services should be positioned together.
Sales relied heavily on individual relationships rather than a repeatable process.

Marketing activity existed, but it was fragmented. There was no clear connection between visibility, lead generation, follow-up, and sales.

The challenge was not to “do more marketing”, but to build a system that could support growth reliably across regions.

The Approach

Building a Complete Marketing System

The work with SSI developed over several years and followed a clear structure: first clarity, then systems, then demand generation.

1. The Message – Market Positioning and Clarity

The first priority was to clarify how SSI presented itself to the market.

This involved:

• Defining how SSI’s lifeboat products and servicing model worked together
• Clarifying the company’s position as a premium, global manufacturer
• Aligning messaging across regions so the business spoke with one clear voice
• Refining the brand and visual identity to reflect SSI’s scale and expertise

This work ensured that customers could quickly understand what SSI offered, how it helped them, and why it mattered.

2. The System – Capturing and Managing Demand

Once the message was clear, the focus moved to handling demand properly.

This included:

• Restructuring the website to reflect SSI’s product and service offering
• Creating clear product and service pages designed to support sales conversations
• Improving lead capture and enquiry handling
• Integrating Salesforce to manage leads and sales activity across regions

For the first time, SSI had a structured way to see where leads came from, how they were handled, and what converted.

3. The Outreach – Driving Demand Consistently

With the foundation in place, demand generation could be expanded with confidence.

This included:

• Global SEO programmes across key regions
• Google Ads campaigns to capture high-intent searches
• Email marketing to follow up and nurture enquiries
• LinkedIn and outbound activity to support sales teams
• Ongoing optimisation based on lead quality and conversion

Outreach activity was now feeding into a system that could capture, manage, and convert interest into revenue.

The Results

• 30% increase in inbound leads following website and SEO rollout
• 5% conversion rate from cold inbound leads
• Higher-quality, more sales-ready enquiries
• New staff hired to manage increased demand
• Full Salesforce CRM rollout across regions

Most importantly, SSI moved from relying on ad-hoc marketing activity to operating with a complete marketing system.

The Outcome

SSI now has:

• Clear positioning across global markets
• A website that supports sales rather than just visibility
• A structured way to generate and manage leads
• A scalable approach to digital sales

Growth is no longer dependent on individual relationships alone.
It is supported by a repeatable system that continues to improve over time.