Consult | Connex Case study

Connex Partners - Digital Strategy

Learn how we successfully evolved our clients’ marketing strategy to enable them to achieve their commercial objectives.

The business

Connex Partners is the number one executive network for C-level HR and healthcare leaders in the US.

Their invite-only network gives its members access to exclusive peer-to-peer networking opportunities, from in-person think tanks to their online Connex Community forum, enabling them to share their experiences with and learn from fellow senior leaders in their industries. 

Connex also provides a white-glove concierge service, meeting with its members to discuss the challenges they’re facing and then actively sourcing solution partners that can help them to overcome them.

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The challenge

Connex was preparing to launch a new paid membership programme for Chief Human Resources Officers (CHROs), building on the success of its existing ‘free’ relationships with HR executives.

In order to nurture free members to the paid package, Connex needed to evolve its brand from its history as an events organiser and referrals service into an exclusive consultancy for the C-suite. 

At the same time, they also needed to attract more free members and solution partners, as free members feed the sales funnel and solution partners fund the network. They reached out to Cognition for support in pivoting their marketing strategy in order to achieve these objectives.

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“Cognition built a coherent marketing strategy that aligned with our goals and a clear path to execution. We could have taken it to anyone to execute but given the quality of the work we had seen it was an easy decision to use them to deliver it.”

Benjamin Collins - Managing Partner, Connex Partners


The solution

The Cognition Brain

Data System Deliverables

  • Stakeholder and prospect research
  • UX analysis and customer journey mapping
  • Review of competitor landscape

Story System Deliverables

  • Messaging and content segmented by HR and healthcare personas
  • Brand repositioning and content pillars
  • Website restructure and redesign

Engagement System Deliverables

  • Demand generation and lead generation strategies
  • Targeted content including quarterly magazines targeting healthcare and HR professionals
  • Tactical campaigns targeting major US healthcare and corporate organisations
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Contact the team at Cognition Agency for all your digital marketing requirements.