B2B Trade Marketing


  • Overhauling an ineffective website as part of a brand transformation
  • High-performance website driving consistent, high-quality leads
  • Powerful Google and email newsletter marketing campaigns
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Dukes specialises in commercial painting and remedial building repairs, transforming spaces since 1958. With a solid reputation for quality, safety and customer service, Dukes is on a mission to lead the commercial painting industry in NSW. Now armed with clear brand messaging, a digital marketing strategy and a new, SEO-optimised website, they’re fully equipped to achieve their goal.

The Challenge

While Dukes had an established name and extensive legacy, they reached out to Brilliant Digital due to a dated website that didn’t properly represent them online. We began with a B2B website project, organising a photography shoot to update company imagery and structuring the new site for Google to enhance their ranking for important keywords.

In addition to an improved digital presence, we’ve supported Dukes with recruitment marketing and their sales collateral. This holistic approach not only bolsters online lead generation but also streamlines lead conversion efficiency.




The result

We make an impact through our work

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Brilliant Digital took a holistic approach to revitalising Dukes’ branding and online presence, prioritising their long-term goals and objectives. In marketing, a comprehensive plan integrating various elements is essential to achieve the desired impact and results.

A great website can drive traffic and generate leads, yet converting those leads often falls to the business and its staff. At Brilliant Digital, we crafted sector-specific case studies and capability statements for Dukes, providing compelling social proof to assist in lead conversion.


Capability statement strategy considerations included:

  • Gaining a deep insight into industry, target market and competitive landscape
  • Identifying unique selling points
  • Target audience analysis
  • Ensuring branding alignment regarding tone, style and visual identity
  • Incorporating social proof

Capability statement execution included:

  • Designing an eye-catching layout and format
  • Writing and structuring compelling content
  • Selecting appropriate visual imagery
  • Tailoring content and visuals for different sector audiences

Brilliant Digital has implemented email newsletter marketing campaigns for Dukes as a potent marketing tool to enhance engagement and drive conversions. We blend visual appeal with intellectual stimulation to regularly connect with decision-makers in their targeted industries.

Email newsletter strategy considerations included:

  • Deep understanding of the target audience
  • Defining the goals and objectives of each campaign
  • Consider engaging and relevant content and design elements to include
  • Ongoing testing and optimisation

Email newsletter marketing execution included:

  • Crafting attention-grabbing headlines
  • Writing informative, engaging content
  • Designing an eye-catching template
  • Segmenting subscriber lists
  • Scheduling and sending email newsletters
  • Measuring and reporting

We approached the website project for Dukes strategically, ensuring alignment with their extensive legacy and future performance goals across all market sectors. Leveraging existing data insights and identifying market opportunities were key drivers in this process.

Website strategy considerations included:

  • Alignment with the brand identity
  • Connection with the target markets
  • Clarification of the value proposition with supporting social proof
  • Website positioning
  • Website architecture
  • Website structure
  • Website SEO plan
  • UX and UI plan
  • Website conversion plan

Website execution included:

  • Website design
  • Website coding
  • Prototyping and wire-framing
  • Website content
  • Website SEO structure
  • Photography and videography
  • Testing and iteration
  • CMS development
  • Data dashboard creation
  • Testing and quality assurance
  • Launch, hosting and maintenance

The team at Brilliant Digital have expertly navigated us in weaving our brand, vision and values through our digital footprint, from our newly built website to SEO and branding. They made the whole process easy to understand and implement and we’re seeing success already. We would recommend Brilliant Digital to SMEs looking to build an online presence, grow and communicate with broader markets.

John Cumming

When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach.

Hugh Edmunds

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want.

Alan Lipman

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam

The leads that come from the website are warmed up and ready to do business. This massively reduces the time we spend pitching to new prospects.

Marius Fourie

Where is your current digital marketing
falling short?

We turn frustration into profit for clients experiencing:

Poor ROI

You’re investing significantly, but the returns are meagre.

Low-Quality Leads

You’re wasting resources, draining budget on bad leads.

Lack of Direction

You have no clear strategic roadmap and lack confidence.

Number Confusion

The data is puzzling and it’s hindering your decision-making.

Ineffective Content

Your content lacks punch and is failing to engage the market.

Tech Overload

You find the changing tools and platforms are overwhelming.

Comms Disconnect

Misaligned expectations are causing frustration and delays.

Subpar Website

Your website is dated and unable to support sales activity.

Would you like some

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI