Business Snapshot
Location: Murray, Utah
Project: Full-funnel brand and demand generation engagement
Engagement: Fractional CMO, fractional creative and design, website rebuild, content, organic social and paid media
Audience: Contact center, compliance, healthcare and government decision-makers
NexTalk Case Study
From Brand to Demand for an Accessibility Software Leader
NexTalk partnered with Victus Marketing for an end-to-end marketing engagement that spanned strategy, creative and execution. Through fractional CMO and fractional creative and design leadership, Victus Marketing rebuilt the company’s website, established a documented content system, took over organic social, and ran paid media across Google and LinkedIn — connecting brand and demand into a single engine. In the first six months of managing organic social, the work grew NexTalk’s LinkedIn following by 70%.
NexTalk is a Murray, Utah, communications software company whose modular platform makes phone, contact center and in-person interactions accessible, compliant and secure for the deaf, hard-of-hearing and non-English-speaking communities. The company had a strong product and a sophisticated audience — contact center architects, compliance officers, healthcare administrators and government IT managers — but needed marketing leadership and infrastructure to translate that into consistent visibility and qualified demand.
Fractional Leadership That Set the Direction
The foundation of the engagement was fractional marketing leadership. As fractional CMO, Victus Marketing owned the strategy, positioning and channel mix, giving NexTalk senior marketing direction without the cost of a full-time hire. Fractional creative and design leadership carried that strategy through to execution, keeping brand, website, social and campaign assets consistent and on-message. Together, the two roles let NexTalk operate with the marketing depth of a much larger organization.
A Rebuilt Website Built to Convert
Victus Marketing completely rebuilt NexTalk’s website on Squarespace, restructuring the site around how its technical audience actually evaluates a platform. The work organized the product suite, solutions, support and company story into a clear taxonomy, led with positioning that framed NexTalk as a native accessibility layer rather than a bolted-on accessory, and gave the company an authoritative, modern home that could anchor every campaign.
A Documented Content System
As part of the rebuild, Victus Marketing audited and reformatted the entire blog archive against a documented content standard built for both traditional SEO and emerging Answer Engine Optimization. The standard governs structure, heading hierarchy, URL slugs, metadata, image naming and authorship, and was delivered as a living style guide so any future writer — agency or client side — has a clear reference. The result was a blog archive that reads as authoritative and is built to be surfaced by search engines and AI answer engines alike, with the work compounding rather than resetting over time.
Organic Social Built on Content Pillars
Victus Marketing took over NexTalk’s organic social and built a content engine around four strategic pillars, each aimed at a distinct buyer. Infrastructure and integrations spoke to IT and systems architects, framing fragmented software as technical debt. Security and compliance risk targeted legal and compliance officers, positioning patchwork compliance as an enterprise liability. Agent enablement and operations reached contact center managers focused on metrics like average handle time. Product education and brand assets drove traffic and clarified NexTalk’s Accessible Communications Layer.
That disciplined, audience-specific approach grew NexTalk’s LinkedIn following by 70% in the first six months.
Paid Media Tuned to a Niche Audience
Victus Marketing managed paid media across Google Ads and LinkedIn Ads, engineering campaigns for a deliberately narrow, high-value audience. For LinkedIn, that meant a custom funnel built around the reality that a textbook three-stage funnel runs out of audience before it converts: a hybrid model running thought-leadership and ungated document ads in parallel to a cold audience of Amazon Connect professionals, then converging engagers into a single high-intent pool for direct outreach. The approach paired a documented playbook with creative and budget discipline tuned to the size of the addressable market.
One Connected Engine
The engagement tied strategy, brand, website, content, organic social and paid media into a single connected system. Fractional leadership set the direction, the rebuilt website and content standard gave it a durable foundation, and the social and paid programs turned it into measurable demand. NexTalk came away with both the marketing infrastructure and the senior direction to keep that engine running.