Investor Case: Marketing’s role in ProMark’s acquisition
ProMark, a SaaS company delivering mission-critical workforce management solutions, was preparing for a vendor due diligence process ahead of a potential acquisition. With a clear ambition, they partnered with Azide to build a strong marketing foundation that could meet investor expectations while keeping costs low.
Deliveries
Investor readiness
Rebranding
Marketing infrastructure
partner marketing
Challenges
ProMark had a strong product and an impressive customer base. But with an aging brand, fragmented marketing setup and limited investment room, they needed to elevate their commercial story – fast. The company needed to refresh its positioning, modernise key assets and show clear marketing traction – all in time for inclusion in the vendor due diligence deck. The ambition was clear: build something foundational, not inflated and do it without overspending.
Project Lead
Testimonial
– Azide has moved ProMark up to a whole new league, all on time and on budget. It has been a great pleasure, and we look forward to continuing our partnership.
Anders Gyldenløve Pedersen
CCO
ProMark
1. Insight
We started with a strategic review of ProMark’s marketing landscape – from positioning and brand perception to systems, sales support, and lead generation. The work clarified ProMark’s competitive edge, ideal customer profiles, and key gaps. These were insights that shaped a pragmatic roadmap of prioritised initiatives needed to deliver on the defined ambition.
2. Implementation
We led six core initiatives – each tied to ProMark’s commercial goals. The company was renamed and rebranded with a complete brand asset suite. A new website and customer portal were launched on WordPress. Salesforce and ActiveCampaign were implemented to support scalable operations.
We took full ownership of campaign execution and demand generation, strengthened partner marketing initiatives, and planned and executed the inaugural DEXT Summit – gathering 250 customers and partners.
3. Impact
By mid-2024, ProMark had the infrastructure, assets and momentum to present a strong marketing chapter in its due diligence story. The work played an important role in enabling a successful acquisition by Fortino Capital – and the foundation continues to support the company’s next phase of growth.
– It was a true pleasure to support ProMark on the journey towards acquisition. Together, we delivered on the ambition in a high-paced environment with tight budgets, and I’m extremely proud of what we achieved. We now have a solid platform to build on for the next chapter.
Jonas Mortensen
Founder
Azide
– The collaboration with Azide has been smooth. We haven’t had to go through countless iterations. Instead, Azide has worked quickly, efficiently and proactively, and has been highly responsive to meet our needs, making the process much easier for us.
Anders Gyldenløve Pedersen
CCO
ProMark
