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Case study: Fractional CMO support to VE Group
What does fractional CMO support to the civil construction and heavy haulage industry look like?
At In Cahoots Co, we don’t just "do" marketing; we become part of the engine for growing SMEs.
Our ongoing partnership with VE Group Australia is a prime example of how our Fractional CMO support bridges the gap between high-level executive strategy and technical execution.
As VE Group continues to scale, they reached a common crossroad: they needed experienced marketing leadership but didn’t necessarily require a full-time, in-house C-suite executive. They needed agility, situational awareness and a team that could execute across everything from SEO to organic social media creation, performance marketing (paid ads across meta and Linkedin) to strategic advice.
The Strategy: Embedding for Impact
Unlike traditional agencies that operate behind a ticket system, our Director embedded directly within the VE Group office. This "Fractional" approach allowed for:
- Real-time Decision Making: Direct access to stakeholders meant we could pivot quickly and save the leadership team hours of back-and-forth emails.
- Situational Awareness: By being in the building, we understood the company culture and operational nuances that a remote agency would miss. Authorised team members can reach out directly to maintain momentum from recruiting ads, to videography support for events.
- Integrated Support: From videography, paid ads and photography to WordPress management, we ensured every asset produced aligned with the broader commercial goals.
Visibility in the Age of AI
A major priority for the first 12 months was a digital overhaul. VE Group is a leader in their field, and their online presence needed to reflect that.
We moved beyond traditional SEO, implementing AEO (Answer Engine Optimisation) strategies which will be a key focus in 2026. This ensures that as the digital landscape shifts toward AI-driven search, VE Group remains the authoritative answer for industry queries.
Building Human Connections
Digital is only one piece of the puzzle. We provided strategic advice to get the team back to basics: personal connections. We identified key Local Government Conferences and industry groups where VE Group needed a seat at the table. By associating "real people" with the brand, we’ve helped strengthen their reputation among key decision-makers. Networking at scale will be a key advantage in 2026 (regardless of industry) as a level of digital fatigue sets in and trust is harder to earn.
Omnichannel Execution
To support this visibility, we launched a multi-platform social strategy.
- LinkedIn & Facebook: Established a professional yet accessible organic presence to build trust with B2B partners. Content focus spreads across operational and project highlights, through to a very positive staff culture, including awards and community/charity support.
- Instagram & TikTok: Later in the year, we expanded into short-form video to showcase the "behind the scenes" of VE Group, humanising the brand and reaching a broader demographic.
Organic social media is an important piece of the puzzle, as it can also be used as a recruiting tool to attract the best talent, by sharing the employer of choice content.
The Result
By combining technical marketing with board-level strategic advice, VE Group now boasts a modern, future-proofed marketing ecosystem. They have the peace of mind that their digital assets (from their website to paid digital campaigns) are being managed by partners who are as invested in the business as they are.
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