Pareto Case Study

Pareto specialises in sales training, sales graduate recruitment, apprenticeships, project solutions and executive recruitment, partnering with businesses to provide tailored packages for talent solutions. Due to the size and complexity of Pareto’s service offering, creating relevant content was one of the biggest challenges for the marketing team. 

As a business dealing with candidates aged 16 to 60, Pareto was in danger of producing competing marketing campaigns. As a result, the brand needed an outside perspective to clarify the strategy and segment the audience to go more granular with the marketing. 

Due to the long-standing successful relationship we’ve had with Pareto, our advice back in 2022 was to break one website into four hyper-targeted websites, offering insightful content and case studies. After a deep dive into their challenges and business goals, we defined an approach which included a rebrand, website overhaul and detailed personas-driven marketing strategy focusing on ROI.

When taking on this project, we hadn’t yet anticipated the need to rebrand the business. However, the new website journey made it clear that the old brand and messaging was no longer fit for purpose. 

To align the new international brand with the updated business propositions whilst never losing the 25 years of heritage, we refreshed the brand identity, logo, and tone of voice.

Taking the heritage star in the old logo, our designers put forward a new approach that celebrates Pareto’s humble beginnings and reflects a fresh start. This, combined with a new tone of voice and a commitment to content, has helped Pareto build a consistent, refreshed brand that is relatable to all. 

With the new direction in place, the first website was centred around the corporate offering, providing a destination for potential client leads to consume content and proof of Pareto’s expertise through case studies and service landing pages. 

The second build was for their candidate audience, followed by a third website which was a US copy, to ensure the brand was optimised and visible in the US market. 

The last of the four sites was a dedicated careers website. Due to the high growth of Pareto’s internal teams, a careers website became critical in order to attract talent and showcase the employer brand. Throughout this project, our team worked hard to carve out the different approaches for each of these four personas; candidate, client, and internal talent.

Each website has been optimised for SEO, featuring granular detailed landing pages with depth and opportunity for further optimisation. These new websites provide the foundations for successful future campaigns with specific landing pages and the ability to build out new landing pages as and when needed using Vennture.

Utilising the new corporate website, Venn focuses its marketing campaigns on client acquisition to increase Pareto’s marketing-attributed revenue. With a heavy investment in marketing, including Google ads, LinkedIn ads, and an aggressive sales and marketing funnel, Pareto is able to drive consistent MQLs for the sales team.