31 months on the team: growth marketing from first campaign to in-house handover
From launching Hazy's first search campaigns in March 2020 to handing over to a newly funded in-house team in late 2022, Locals Talk worked as Hazy's embedded marketing function through a pivot, a new website and its first webinar.
By Locals Talk · Published 31 October 2022
Part of the team, not a supplier.
Hazy was an early-stage London company making synthetic data with machine learning. It needed senior marketing judgement without a full in-house team, and someone who could keep up with a product that was changing fast.
Embedded from day one
We worked inside Hazy's Slack, joined the Monday all-hands, worked from the London office when in town and joined the monthly team picnics. Marketing decisions were made with the founders, not just handed over in a monthly report.
Through the pivot
In 2020 Hazy changed its business model and moved to a platform. We helped re-plan the marketing around it, from launch materials to the new website and its search foundations.
Thought leadership at the centre
The most important work was making Hazy’s expertise visible. We researched where synthetic data was being used, turned the team’s thinking into articles and placed them across independent business, technology and data sites, all linking back to Hazy. We also got Hazy featured in 12 AIMultiple research articles at a time when AIMultiple held the top search positions for synthetic data, and ran the GDPR webinar with CMS and Nationwide. The full story is in our thought leadership and SEO case study.
Awareness that compounded
Google Ads went live on 16 March 2020 and Microsoft Ads on 24 March, with a 4.84% click-through rate on Google search in the first fortnight. Over time we added LinkedIn, display and remarketing, all aimed at bringing the right people to the site so content, SEO and email could do the rest. We were on set for photo and video shoots, and we assessed which events and awards were worth Hazy's time, from PrivSec 2022 to the Pan Finance award Hazy went on to win.
A good ending
When Hazy secured new funding to grow an in-house marketing team in 2022, we handed over a working engine: content, search visibility, journeys and reporting. In 2024 SAS acquired Hazy's software assets. We're proud of the part we played in building the company it became.
It's also the project that sent our founder back to university to study data science, to stay ahead of machine learning and AI well before generative AI went mainstream.
“He has always managed to deliver results within whatever budget we had and was an active member of the Hazy team, always ready to help by being responsive on the company Slack.”
Connected work, measured together.
Lead gen story →·Thought leadership & SEO story →
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