Affinus
Sector
Service
Partnership
Support
- Outsourced Marketing Management
- Marketing Strategy
- Brand Development
- Website Development
- CRM & Marketing Infrastructure
- Communications & Content Marketing
- Events & Partner Marketing
From Marketing Support to Trusted Strategic Partner and Growth Driver
Affinus is one of the UK's leading Microsoft Integration specialists, helping organisations connect systems, data and technology to work smarter and more efficiently. Working with enterprise organisations, global technology partners and complex digital transformation programmes, their reputation has been built on deep technical expertise, trusted relationships and consistently delivering results.
Fruit first began working with Affinus in 2019.
Initially, our role was reactive. We were there when marketing support was needed, providing strategic advice, campaign support and additional resource. However, as the business grew, so did the relationship.
Today, Fruit operates as Affinus' complete outsourced marketing function. We have a seat at the leadership table, contribute to strategic business discussions and act as an integral part of the senior management team. Marketing is no longer a support function sitting on the side-lines. It is now embedded within the wider business strategy, helping shape commercial direction, brand development and growth plans.
The Challenge
Affinus operates in a highly specialised and competitive sector where trust, expertise and credibility are critical.
As the business evolved, it became increasingly important that its brand, communications and customer experience reflected the quality of its expertise and its position within the Microsoft Integration marketplace.
Marketing activity needed to support several objectives simultaneously:
- Raise brand awareness within a niche technical market
- Generate high-quality opportunities
- Strengthen relationships with customers and partners
- Support sales and business development activity
- Position Affinus as a recognised authority within its sector
- Create consistency across all customer touchpoints
At the same time, the business needed a marketing function capable of balancing strategic thinking with day-to-day delivery. From brand development and website management through to events, communications, PR and lead generation, there was a growing need for a dedicated marketing partner that could provide both leadership and implementation.
Given Affinus’ position within the Microsoft ecosystem, every touchpoint needed careful consideration. Messaging had to be professional and credible, while the brand needed to communicate expertise without becoming overly technical or corporate – with personality!
“Fruit have become far more than an outsourced marketing agency. Since 2019, they have evolved into a genuine extension of the Affinus team, providing both strategic leadership and hands-on delivery across every aspect of our marketing function.
Their ability to understand our business, our customers and the Microsoft ecosystem has enabled them to shape and deliver marketing activity that supports our wider commercial objectives. From brand evolution and website redevelopment through to advertising & event sourcing and management, communications and CRM optimisation, Fruit consistently bring insight, creativity and practical execution.
What sets them apart is the way they integrate with our leadership team. They challenge constructively, think strategically and care deeply about the outcomes we achieve as a business. Our brand, market presence and marketing capability are significantly stronger as a result of the partnership, and we see Fruit as a trusted advisor as much as a marketing partner.”
Simon Poulter, Affinus Director
“Fruit have become far more than an outsourced marketing agency. Since 2019, they have evolved into a genuine extension of the Affinus team, providing both strategic leadership and hands-on delivery across every aspect of our marketing function.
Their ability to understand our business, our customers and the Microsoft ecosystem has enabled them to shape and deliver marketing activity that supports our wider commercial objectives. From brand evolution and website redevelopment through to advertising & event sourcing and management, communications and CRM optimisation, Fruit consistently bring insight, creativity and practical execution.
What sets them apart is the way they integrate with our leadership team. They challenge constructively, think strategically and care deeply about the outcomes we achieve as a business. Our brand, market presence and marketing capability are significantly stronger as a result of the partnership, and we see Fruit as a trusted advisor as much as a marketing partner.”
Simon Poulter, Affinus Director
Our Solution
From the outset, our focus has been on becoming part of the business, not simply an external supplier.
By developing a deep understanding of Affinus, its customers, partners and commercial objectives, we have been able to provide ongoing strategic marketing leadership while taking responsibility for the planning and activation of marketing activity across the organisation.
Our role spans every area of marketing, including:
- Marketing strategy and planning
- Brand development and management
- Communications and content marketing
- Website development and optimisation
- Events and exhibitions
- Lead generation campaigns
- Advertising and awareness initiatives
- PR and media relations
- CRM and marketing infrastructure
- Partner and collaboration marketing
- Reporting, analysis and performance measurement
Working closely with the leadership team has ensured marketing remains aligned with business goals while continually adapting to the changing opportunities within the technology sector.
From the outset, our focus has been on becoming part of the business, not simply an external supplier.
By developing a deep understanding of Affinus, its customers, partners and commercial objectives, we have been able to provide ongoing strategic marketing leadership while taking responsibility for the planning and activation of marketing activity across the organisation.
Our role spans every area of marketing, including:
- Marketing strategy and planning
- Brand development and management
- Communications and content marketing
- Website development and optimisation
- Events and exhibitions
- Lead generation campaigns
- Advertising and awareness initiatives
- PR and media relations
- CRM and marketing infrastructure
- Partner and collaboration marketing
- Reporting, analysis and performance measurement
Working closely with the leadership team has ensured marketing remains aligned with business goals while continually adapting to the changing opportunities within the technology sector.
The Process
Over the years, our partnership with Affinus has evolved considerably.
One of the most significant projects has been the ongoing evolution of the Affinus brand. Most recently, we have managed a major brand refresh designed to strengthen its market presence and better reflect the business it has become.
This included:
- Brand review and repositioning
- Development of a refined brand identity
- Updated brand voice and tone of voice
- Comprehensive brand guidelines
- New branded assets and collateral
- Professional photography and videography
- Customer-facing communications updates
Alongside the brand refresh, we managed the development of a completely new website.
From sitemap creation and user journey planning through to sourcing and managing development partners, content creation, copywriting, optimisation and project delivery, Fruit led the process from strategy through to launch.
Beyond brand and website development, we continue to manage and coordinate a wide range of marketing activities, including:
- Strategic campaign planning
- Events and exhibitions
- Event communications and collateral
- Brand awareness initiatives
- Lead generation activity
- Partner collaborations
- Marketing infrastructure and compliance
- CRM implementation and optimisation
- Press releases and media communications
- Regular performance reporting and review meetings
This is now the second major brand evolution and website redevelopment we have successfully delivered for Affinus, demonstrating the long-term nature of the partnership and our shared commitment to continuous improvement.
The Outcome
Since 2019, Fruit has grown from a reactive marketing resource into a fully integrated marketing function and trusted strategic partner.
Today, Affinus benefits from a marketing team that combines senior-level strategic thinking with practical delivery across every aspect of marketing.
Key outcomes include:
- A fully integrated outsourced marketing function
- Strategic marketing representation at leadership level
- Two successful brand evolution projects
- Two major website redevelopment projects
- Stronger and more consistent brand positioning
- A refined tone of voice and messaging framework
- Enhanced customer journeys and digital experiences
- Improved marketing infrastructure and CRM capability
- Consistent communications across all channels
- Ongoing lead generation and awareness programmes
- Greater visibility across the Microsoft and integration communities
- Stronger partner, customer and stakeholder engagement
Most importantly, Affinus now has a marketing function that scales alongside the business. One that not only delivers campaigns and communications, but helps shape strategic decisions, protect brand reputation and support long-term growth.
For Fruit, Affinus represents exactly the type of partnership we value most. A genuine extension of the team, built on trust, shared ambition and seven years of working side-by-side to help a great business continue to evolve and grow.
