Post acquisition, a decision was needed around whether to maintain two separate brands or bring both businesses together with a single identity. The two businesses were complementary but different in several key respects. Tellemachus operated on a project-based model, delivering operational technology solutions for large industrial clients, while Bedroq focused on subscription-based IT managed services. The board needed clarity on right way forward.
In 2021 Bedroq, a Microsoft 365 managed service provider, acquired Tellemachus, an established family business specialising in secure operational networks. We helped them find the right strategy for growth.

Differentiated identity with fresh purpose, focus, value proposition and strategic narrative
Internal cohesion with clarity of purpose and everyone pulling in the same direction
Scalable marketing engine delivering better return on marketing investment year on year
Find the right brand and communication strategy for growth
A 360 degree analysis
Analysed sales data
We looked at buying patterns to see how services were being bought and by whom, where the best margins were and the types of clients the business wanted more of.
Talked to customers
Customer research involved one to ones with decision makers in target markets to understand their long term objectives and challenges, how they described the business and what they liked and disliked.
Listened to the business
Internal interviews looked at competencies, skills and specialisms. We asked team members to describe their own approach to doing business and looked for common values.
Found the common ground
Triangulating the core competences, behaviours and values with what customers saw, valued and needed allowed us to pinpoint the essence of what makes Bedroq unique.
The two businesses are now united with a coherent story, authentic differentiators and an integrated customer acquisition team
Focus
The real insight was recognition that the targets for both businesses were segments that rely on technology for critical operations and who value and moreover, will pay for, specialist expertise and high security.
Individuality
The Bedroq team can now articulate authentic differentiating attributes that are valued and needed, that in combination make it unique and able to engender confidence in complex situations.
Internal cohesion
There is no division between what Bedroq says it does and what it does. Now that people can recognise their unique qualities and attributes, the team is living up to them – a virtuous circle.
Liberation
The strategy has given the team the freedom to say no to random ideas. “We have real clarity of who to sell to and what to sell. We’re constantly refining but we aren’t opening any new frontiers.
All campaign and tactical marketing activity now connects back to a solid strategy
Strategic narrative
A single page now captures the ‘why’ of Bedroq and the goal in numbers. It summarises the ambition, the target audiences and the strategy for engaging with them.
Key messaging
There is a reworked value proposition that captures Bedroq’s higher sense of purpose and its authentic points of difference which makes a more emotional connection with prospects and employees.
Proposition development
There are are now four core recurring revenue propositions that can be delivered across the key target markets. Solutions are easier to buy and easier to sell and increase the life time value of clients.
Plan on a page
Event and content campaigns are now captured in a plan on a page. Lead generation is a scalable operation utilising a series of ‘pumps’ that break the reliance on single individuals to win new business.
- Strategy on a page
- Value proposition
- Core messaging
- Authentic points of difference
- Packaged propositions
- Lead generation plan
- Support for marketing team