Executive Summary
Facing a significant gap in its B2B marketing, Speedball transformed its long-forgotten LinkedIn page into a strategic asset for professional engagement. By implementing a "People, Purpose, Product" content framework tailored for business leaders and partners, Speedball grew its audience from 600 to over 2,000 followers in under three years. This revitalization not only established a trustworthy B2B presence but also significantly expanded the brand's visibility with key European partners.
About the Project
Speedball, a leader in fine art materials, boasts a strong B2C presence on platforms like Instagram and YouTube. However, its LinkedIn page remained dormant, creating a missed opportunity to connect with its crucial network of distributors, retailers, and professional stakeholders. In Q3 2022, a project was initiated to reclaim and relaunch the page, strategically positioning it as the company's primary channel for B2B communication and brand storytelling.
The Challenge
While successful in consumer-facing social media, Speedball lacked a credible and active presence on LinkedIn. This created a significant business vulnerability, as the company relies heavily on its B2B distribution and retail partners. The dormant page hindered the ability to attract new professional opportunities, communicate corporate values, and engage with key industry stakeholders, projecting an image that was misaligned with the company's market leadership. The primary challenge was to build a trusted B2B digital footprint from the ground up.
The Solution
The strategy began by differentiating the LinkedIn audience (business professionals) from the consumer audience on other platforms. The core hypothesis was that a professional audience would respond best to content showcasing the company's values, culture, and expertise, rather than direct product sales. This led to the development of the "3P" content framework:
- People: Humanized the brand by spotlighting the employees, artists, and partners behind Speedball.
- Purpose: Communicated the company's mission and commitment to the art community, building trust and authority.
- Product: Showcased the quality and versatility of Speedball products within a professional context.
After a brief testing phase where 3P content drove 50-70% higher engagement, the framework was fully adopted. Key tactics included sharing behind-the-scenes content like the "Company Photoshoot," celebrating employee achievements through "Core Values" nominations, and posting recaps from major trade shows, all of which became top-performing content.
The Results
The relaunch successfully transformed the LinkedIn page into a dynamic B2B hub, driving measurable growth and creating strategic business value.
233% Follower Growth in Under 3 Years
- Audience Growth: Grew the professional audience from approximately 600 followers in late 2022 to over 2,000 by mid 2025.
- Consistent Growth: Achieved steady year-over-year follower growth, including a 30.4% increase in 2023 and an 18.2% increase in 2024.
- Engagement Lift: In early 2025, engagement was up 125.4% compared to the previous quarter, demonstrating a highly receptive audience.
Strategic Business Impact
- Established B2B Authority: The revitalized presence gave Speedball a credible and professional platform to engage directly with distributors, retailers, and industry leaders, filling a critical gap in its marketing strategy.
- Strengthened International Presence: The active and professional content strategy significantly increased the brand's visibility in overseas markets and was specifically praised by the European Sales and Marketing Manager as a key asset.
- Enhanced Recruitment: The page now serves as a valuable tool for hiring, allowing potential applicants to authentically assess company culture and values.