This is a customer story where you can get an inside look at what happens when a growing business hires a fractional CMO. You’ll see the process from the beginning to its current, ongoing status — the customer’s realization and decision-making stage, their hiring a fractional CMO, and the planning and ongoing execution.
The business in question is Baan Thai Immigration Solutions, a law firm founded in Bangkok by an experienced US lawyer, Mark Friedman. Mark founded Baan Thai to meet the immigration needs of expats and international firms in Thailand. He was inspired to create the company after experiencing immigration challenges firsthand when he and his wife moved to Thailand. He was dissatisfied with the services he experienced and determined to bring improved levels of efficiency and organization to the Thai immigration market.
In setting up his company, Mark hired three bilingual Thai legal professionals who joined as partners and brought decades of experience and an existing client base. Mark’s fractional CMO is Scott Pressimone from the Growth Connect network.
Mark started Baan Thai Immigration Solutions in 2021, so it’s a relatively new company in a highly competitive marketplace. He initially contracted a local agency to build the Baan Thai website, but, while the site was beautiful and well-designed, it wasn’t capturing leads and wasn’t optimized for search engines.
Mark saw potential in the upper end of Thai immigration services, namely facilitating immigration and marriage for expat professionals, and helping businesses that employ expats comply with Thai labor and immigration laws. He had an experienced team with ample ideas and energy, but he realized they needed someone with marketing leadership expertise — someone who could clearly understand Baan Thai’s position in the marketplace, define their customers and messaging, and craft a strategy for connecting with them. In other words, he needed a marketing director or CMO.
Mark discovered Growth Connect and found their offer compelling. Based on their online presence, he felt they could help make his company and services more visible to prospective clients. He reached out and was introduced to Scott Pressimone, a Fractional CMO and the founding member of Growth Connect. As Mark recalls, “I interviewed Scott, who shared his perspective on how a fractional CMO could help us through the Growth Connect business model. Given the life stage of our company and what he was offering, it seemed like a fit, and we moved forward. We began working together in December 2021, and the collaboration is ongoing.”
Scott’s approach was to inspire the Baan Thai team to make marketing part of their company culture. Rather than relying on a marketing agency that wouldn’t understand the business, it was essential to build the team from the inside and get everyone involved in marketing initiatives. This would ensure Baan Thai communicates its offerings effectively so potential clients gain a clear understanding and can make educated decisions. It would also allow Baan Thai to build a marketing system on a strong foundation, so it could later scale with the growth of the company.
Mark’s locally-hired counselors are experts in immigration law and procedures, so it was natural to demonstrate that expertise through Baan Thai’s messaging. Scott asked the team to contribute to the creation of the guides, service pages, and other content appearing on the website. The goal was that Mark, his partners, and everyone at Baan Thai would be contributing to the content the company publishes.
Baan Thai’s marketing was built from the ground up in three phases: creating a marketing blueprint, implementing foundational improvements, and expanding brand awareness. All three phases will be discussed in more detail below.
Mark’s decision to go the fractional CMO route for Baan Thai Immigration Solutions has been an unqualified success. He is impressed by Scott’s ability to understand his vision and company goals, and translate that into a mutually agreed-upon strategy.
Mark credits much of this success to his team, which includes his Thai partners, expert immigration counselors, and his growing in-house marketing team (led by a fractional CMO).
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