Overview.
IRIS Audio builds real-time AI voice isolation for contact centres and other teams where call quality has commercial and regulatory consequences. Danny Daley works inside the business as its fractional CMO, alongside our SEO work.
The objective.
IRIS had strong products, a lean marketing team and several outside partners, each running its own channel. The brief was to own the marketing direction: clear positioning, one plan, and someone senior who could read what each partner sent back and hold it to account.
Our approach.
Positioning first, then targeting, then a brand and creative that every channel shares.
After that, one plan where every channel has one job and one owner, and a weekly rhythm so the work gets read, not just reported on.
Lead with the pain, then the performance.
The story moved away from product names and towards the problems buyers already have: sensitive information leaking on calls, expensive one-sided headsets, physical soundproofing that doesn't flex, and the risk of GDPR breaches. Voice isolation and accent smoothing now front the message, organised by use case and industry.
Know exactly who IRIS sells to.
We defined the buyer and the people above them, then built lead lists around large contact centre teams and the platforms they already run.
Who we target
- Contact centre managers
- Customer experience and operations leaders
- Chief customer and chief experience officers
- CIOs and CTOs
One brand on every channel.
Danny pulled the brand into one set of guidelines, then built creative concepts for LinkedIn and Google Display ads from it, so every channel looks and sounds like the same company.
One plan, five lead sources.
A 90-day plan and one route for every lead. Inbound and outbound follow the same workflow, and every new contact is matched to a company, tagged by source and scored before it reaches the deals pipeline. A single fit and intent score has been designed to tell the sales team which accounts to call first.
Each judged on its job
- LinkedIn outreach
- Outbound email
- LinkedIn Ads
- Google Ads
- Organic search
A CMO who reads the work.
Danny runs a weekly alignment call across the web, SEO and paid partners, briefs each one on the strategy and reviews what comes back. He presented the marketing plan to the IRIS revenue team at its quarterly planning session.
Search built for buyers and AI.
We rebuilt the keyword strategy, set a content calendar around target keywords and AI prompts, planned content hubs around compliance, contact centre ROI and each audience, and added a site-wide glossary to build authority. Schema and technical fixes went to the web team, and the website is moving from product names to use cases and industries.
The results.
The groundwork is in and the first search signals are moving. IRIS now ranks #1 for “what is noise suppression in teams” and a group of voice isolation terms has climbed. Every channel now reports against one plan, so what comes next can be measured channel by channel.
- 5
Lead sources working to one plan.
- 90
Day plan, written in the first month.
- 1
Set of brand guidelines behind every channel.
- #1
For “what is noise suppression in teams”.
What happens next.
Danny continues to work inside IRIS as its fractional CMO, and he's excited about where the brand is going. The positioning, the plan, the targeting and the partner rhythm are in place. The next stage is turning that groundwork into pipeline.
PRYA
