The Situation
Kilted Consultant helps businesses set up and get more out of Zendesk, and is an Aircall Gold Partner too. Jason McDonald founded it in 2023, and it's grown into a small specialist team based in Grangemouth.
Like most founder-led consultancies, the marketing sat with Jason, alongside running client projects and the business itself. He needed someone to own it.
The Problem
Kilted competes with much bigger Zendesk partners, so it needed to sound like itself. Their buyers are support leads and founders who've often inherited a Zendesk setup nobody configured well, and generic partner messaging wasn't reaching them.
The marketing also lacked structure. Content went out when Jason found time, and most leads came through a narrow set of routes.
What I Did
I'm their fractional CMO, owning the marketing so Jason can focus on clients.
That started with the brand. I rebranded Kilted with designer Sam Anthony, then wrote a full tone of voice guide that's down to earth and happy to use a bit of Scottish humour. I rewrote the whole website in that voice.
From there I built a marketing engine that runs on a set rhythm. Every week, there are company page posts on LinkedIn, repurposed for Facebook and Instagram, plus posts from the team's own profiles. A target account list feeds weekly outbound outreach, and the company page keeps growing its audience. Short voice notes capture client wins while they're fresh.
Every month, the newsletter, Zendesk Love Letters, goes out twice. A video recording session gets cut into clips for social, and a client story gets written up for the site and sales. Then a performance report and review call check everything against the KPIs we agreed, so each piece of activity is there because it feeds a number.
I also run their partner marketing, including an Aircall campaign that pairs a support scorecard with a direct mail test to named accounts. Alongside that, I've produced a 60-second explainer video and helped Jason build his personal brand on LinkedIn.
The Outcome
Kilted now has a brand that sounds like them and marketing that goes out every week whether Jason's busy or not. Leads come in through more routes than before, and the work is booked in well into 2027.
In Jason's words: "It's always the best time of the week when we get to review the social media content created by Jamie."