This B2B case describes how a more unified brand proposition was developed at Focus Group, which provides business services from broadband and mobile contracts to hosting and cybersecurity, in order to acquire new, multi-product customers. Following internal research, the brand’s audience was segmented and a mixture of external interviews and CRM data was used to develop a single brand platform of ‘Let’s Connect. Let’s Grow’. The case features evidence that the new approach was effective including growth in web traffic and improved conversion of enquiries. It estimates that incremental customer revenue was 48% above target.