Empowered Networks
What started as a website refresh grew into a seven-year marketing partnership, spanning web, SEO, content, social, sales and marketing training, and brand strategy across two companies, a major acquisition, and a full rebrand.
CLIENT
Empowered Networks
SECTOR
B2B Technology
RELATIONSHIP
2016- 2024
SERVICES DELIVERED
WordPress Development · SEO · Social Media Marketing · Content Strategy · Branding and Web Design · Sales and Marketing Team Training and Coaching
From website refresh to embedded marketing partner.
What started as a website refresh grew into a seven-year marketing partnership, spanning web, SEO, content, social, training, and brand strategy across two companies, a major acquisition, and a full rebrand.
A B2B technology company that needed more than a vendor.
Empowered Networks was an Ottawa-based B2B technology company operating across two distinct business lines: its corporate network services operation and a specialized timing and synchronization division serving highly technical enterprise and infrastructure clients.
They came to Jester in 2016 for a website refresh. Over the next seven years, the relationship grew into something much more. We built a genuine marketing partnership that carried the company through significant internal change, a major acquisition, and a full corporate rebrand.
Technical products. A marketing team that needed backup.
Empowered's business lines, particularly the Timing and Synchronization division, required marketing that could speak credibly to a highly technical B2B audience. That's a narrow lane, and getting the tone, messaging, and SEO strategy right matters more, not less, when your audience knows exactly what they're looking for.
When Empowered's director of marketing left the company, Jester stepped into a much broader role, becoming the fractional marketing function for a B2B tech company navigating growth, a change in ownership, and eventually a full rebrand under a new corporate identity. The work had to be strategic, consistent, and technically credible across every channel.
2016 Website refresh for corporate and sync
Jester was engaged to refurbish both the Empowered Networks corporate site and the Timing and Synchronization microsite. The Sync site was built on WordPress and designed to speak directly to an audience with a high level of technical enterprise. Jester managed both sites until 2021.
2016-2021 Embedded marketing partner
Following the departure of Empowered's director of marketing, Jester took on a significantly expanded scope, managing both websites, running SEO strategy and execution, composing blog content, managing social media channels, and providing ongoing marketing strategy consulting. We also produced several technical explainer videos, which augmented an already strong marketing backbone.
2021 Acquisition by Optm Inc.
Empowered Networks was acquired by Optm Inc., a US-based software solutions company. Rather than starting fresh with a new agency, Optm retained Jester through the transition, a direct reflection of the trust built over the preceding five years.
2021 - 2024 Rebrand and relaunch under Optm
Jester supported the full rebrand and website launch for Optm, rebranded the Sync site under the new corporate identity, and assisted with the creation of social media assets, video content, and website copy, helping establish a coherent brand presence for a newly repositioned company in the North American market.
A relationship that outlasted the company and keeps going.
The Empowered partnership demonstrated what Jester does best in a B2B context: show up consistently, build credibility in a technical space, and grow with a client through whatever comes next. We weren't just their agency, we were their marketing department.
When Empowered was eventually wound down, the relationships we'd built didn't end with it. We now work with former Empowered team members who have gone on to launch their own ventures because when people trust you through a company, they bring you with them when they leave.
✦ HOW WE’D APPROACH THIS WITH AN AI LENS
A long-term embedded marketing partnership like this is exactly where AI creates the most leverage, not by replacing the strategic relationship, but by making every output sharper and every process faster.
Custom Voice Models. Writing technically credible content for a specialized B2B audience month after month, across blogs, social, and web copy, is one of the hardest things to do consistently well. Today, we'd build a custom voice model trained on Empowered's existing content, technical documentation, and brand positioning. That model would allow us to produce on-brand, technically solid content faster, with less ramp-up time on every new piece.
Campaign Intelligence. SEO in a technical B2B niche requires understanding exactly how a narrow audience searches, what terminology they use, what questions they're actually asking, and where the keyword opportunities are that broader competitors are missing. AI-powered SEO analysis would let us identify and act on those opportunities faster and track performance with more precision across both sites.
AI Brand Intelligence Audit. When Optm acquired Empowered and needed to establish a new brand presence, the strategic question was, how do you reposition a known regional player as a credible North American brand? Today, we'd use an AI brand intelligence audit to map the competitive landscape, identify positioning white space, and build the rebrand strategy on evidence rather than instinct, compressing months of manual research into days.
The best partnerships don't have an end date.
Let’s build something meaningful together.