In today’s complex digital landscape, businesses, especially scale-ups, need a structured, results-driven marketing approach to stand out and grow effectively. Anthony Tattum, CMO of Leopard Co, recently delivered an insightful session for the WMCA High Growth Accelerator Programme, sharing a proven digital marketing methodology that businesses can apply to drive better reach, engagement, and conversions.

At the heart of his talk was Leopard Co’s ROAR Approach, a strategic framework that guides businesses through research, identifying opportunities, activation, and results measurement. Let’s explore the key insights, methodologies, and practical takeaways from the session.

The ROAR Framework: A Blueprint for Success

Leopard Co’s ROAR Framework is a structured approach to digital marketing that ensures businesses make data-driven decisions and execute impactful campaigns that drive tangible results

  1. Research (R) – Understanding the market, competitors, and customers
  2. Opportunity (O) – Crafting a strategy that maximises efficiency and creativity
  3. Activation (A) – Executing digital marketing campaigns effectively
  4. Results (R) – Measuring and optimising for continuous improvement

This methodology ensures that marketing efforts are not just creative but also strategic, measurable, and scalable.

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The Laws of Digital Marketing

Anthony highlighted some fundamental principles that underpin successful digital marketing strategies:

 📣 Reach is King, Relevancy is Queen – Expanding your brand’s visibility is crucial, but ensuring your content is highly relevant to your audience is what drives conversions

📊 Data + Creativity = Success – Balancing data-driven insights with creative storytelling leads to impactful campaigns

📅 Consistency Wins – Algorithms and audiences both reward consistent, high-quality content

🔍 Google Loves Helpful Content – SEO success depends on valuable, engaging, and user-focused content 

🚀 Positioning Matters – Brands that stand out through distinct messaging and value propositions have a competitive edge

Research: Laying the Foundation with the 4Cs

Every effective marketing strategy begins with research into four key areas:

  1. Company – Understanding brand strengths, weaknesses, and market positioning through a SWOT analysis
  2. Category – Analysing competitors, industry trends, and benchmarking performance
  3. Customer – Identifying pain points, motivations, and content preferences
  4. Culture – Staying attuned to cultural moments, trends, and audience sentiment

Takeaway: Businesses must conduct thorough audits of their positioning, competitors, and customer needs before launching campaigns.

Opportunity: The Two-Pronged Approach to Digital Growth

A major highlight of Anthony’s talk was the two-pronged approach to digital marketing success:

Optimisation to Reduce Cost Per Lead

  • Leveraging data and technology to maximise efficiency across search and social platforms
  • Split testing different audiences, messaging, and conversion methods
  • Adjusting campaign budgets based on real-time performance data

Creative Execution to Build Connection 

  • Crafting compelling story-driven content that resonates with the audience
  • Using user-generated content (UGC), video, and social engagement techniques
  • Ensuring brand tone of voice is authentic and engaging 

Takeaway: Businesses should invest in both cost-efficient digital strategies and creative storytelling to drive higher engagement and conversions.

Activation: Implementing High-Impact Campaigns

Executing a successful digital marketing strategy requires smart channel selection, campaign structuring, and lead generation. Key focus areas include:

🚀 LinkedIn & Lead Generation

Anthony emphasised the importance of LinkedIn for B2B marketing and business growth:

  • Optimising profiles and company pages for credibility
  • Using Sales Navigator to identify and engage high-value prospects
  • Running personalised LinkedIn outreach with a balance of value-driven and relationship-building content 

📈 Website Optimisation & SEO

A high-performing website is a non-negotiable for digital success. Key areas to focus on:

  • Fast page speeds (under 3 seconds load time)
  • Mobile responsiveness to cater to the growing number of mobile users
  • Clear CTAs that drive users towards key actions
  • High-quality content and backlinks to improve search rankings 

Takeaway: Businesses need a well-structured digital funnel—starting from awareness (social and search) through to lead conversion (website and customer relationship management (CRM) systems).

Results: Measuring and Scaling Success

One of the most overlooked aspects of digital marketing is the measurement and refinement of strategies. Anthony shared key success metrics, including:

  • Cost Per Lead (CPL) – Optimising ad spend to drive higher returns
  • Conversion Rate Optimisation (CRO) – Improving website and ad performance to increase conversions
  • Audience Engagement – Monitoring which content formats drive the most interactions

Additionally, businesses should look to integrate automation tools like HubSpot or Meet Alfred to streamline outreach and follow-ups.

Takeaway: Scaling marketing success requires constant testing, learning, and adapting based on performance data.

Final Takeaways for Scale-Ups

Anthony’s session provided practical, actionable steps for businesses looking to enhance their digital marketing effectiveness:

✅ Define Clear Digital Marketing Objectives – Focus on measurable KPIs like traffic, engagement, and conversion rates

✅ Understand Your Market & Competitors – Conduct research to position your brand effectively

✅ Leverage the Two-Pronged Approach – Combine cost-efficient digital tactics with creative storytelling

✅ Optimise LinkedIn for Lead Gen – Build relationships and nurture leads through targeted outreach

✅ Refine & Improve Continuously – Use data-driven insights to optimise and scale marketing efforts

With the ROAR framework, businesses can implement structured, research-backed, and high-impact digital marketing strategies that drive meaningful results.

Takeaway: Scaling marketing success requires constant testing, learning, and adapting based on performance data.

Ready to Elevate Your Digital Marketing? Leopard Co’s expertise in digital strategy, creative execution, and lead generation can help businesses unlock their full marketing potential. If you're looking for a tailored approach to digital growth, get in touch with Anthony and the Leopard Co team.