Pinnacle makes Astute move to improve marketing

Pinnacle Technology Group will work with B2B marketing specialist Astute to gain further growth

Having got the backing of shareholders to raise further funds to support a turnaround strategy Pinnacle Technology Group has followed that move up with the appointment of a demand generation specialist to help it gain further growth.

The decision to work with B2B demand generation specialist Astute is designed to help Pinnacle bring together its sales and marketing activities and deliver a focused message to the market.

Astute will be generating campaigns designed to spark national demand for Pinnacle's services as well as helping the channel player get better performance out of its own marketing efforts.

Pinnacle's chief executive Nicholas Scallan has been spearheading a turnaround strategy, which kicked off earlier this year with the aim of returning the business to profitable growth, reducing costs and sharpening the focus around growth areas.

Last month shareholders backed plans to raise approximately £560,000 through a Placing and Open Offer and Scallan said that the appointment of Astute was another important step, "redefining the way we create new business, and provides a further indication of our wider ambitions".

“We are certain that this appointment will build on our momentum in bringing innovations to clients, leveraging Astute’s leadership in B2B IT demand generation, while addressing key challenges and driving better performance," he added.

Scallan took the helm at Pinnacle back in March and took over a business, that according to half year results published in June, was delivering revenues of £4.29m with pre-tax losses of £1.2m.

He has started to focus the business more on managed services and cyber security, alongside its existing expertise in telecoms and unified comms and pledged to use the funds raised recently to invest in growth initiatives and improve the customer experience.

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