Flywl is a cloud software marketplace helping enterprises buy, manage, and optimise their subscriptions across AWS, Azure, and other cloud platforms, turning what's usually a months-long procurement process into something fast and transparent.
They'd already raised funding and were ready to build market visibility, but had no one on the team handling marketing. We came on to build that function from the ground up: brand strategy, channel strategy, and then execution.
Cloud procurement is a niche, technically dense category, and the buyer isn't one person, it's a CTO, a FinOps lead, a CFO, and a procurement head, all with different priorities and none of them speaking to the problem the same way. There was no existing marketing playbook to borrow from, internally or in the category.
On top of that, the pace was relentless. Requirements evolved constantly, the founder and team were spread across geographies, and we were figuring out a lot of this on the go, building strategy and executing at the same time, not one after the other. It stayed a very hands-on project throughout.
We started by building the brand strategy and identifying the right channels for flywl to show up in. Given the complexity of the category and the number of stakeholders involved, the focus was on creating a clear foundation for how flywl should communicate across audiences and channels.
From there, we moved into execution fast, building content, messaging, and marketing assets around the different people involved in the buying process. The approach was intentionally hands-on and iterative, with strategy and execution happening alongside each other as the requirements evolved.
Content at scale- We ran a large-scale content shoot for the founder during a trip to India, then released the content incrementally on LinkedIn, where it landed well with the audience
Persona-led messaging- Sales decks, email campaigns, teaser videos, and webinars, all built around how differently a CTO, a FinOps leader, a CFO, and a founder each needed to hear the pitch
Full-funnel marketing support- From top-of-funnel brand and content work down to sales enablement material used directly in the pipeline
Partway through, Flywl brought on an American agency to work alongside us. That meant we went from owning marketing outright to coordinating closely with a second team in a different time zone: aligning on strategy, avoiding overlap, and keeping execution moving without slowing down.
Flywl remains one of the larger organizations we've worked with, and the engagement ran from December 2024 to September 2025. Shoutout to Prashant Bhaduria for pulling us onto the project in the first place.
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