Leveraging University Ties to Build a Remote B2B Marketing Agency
In today’s hyper‑connected world, the most resilient companies are those that can operate seamlessly across borders while drawing on a deep network of creative and commercial talent. A recent example is the partnership between Falmouth University graduates Ben Penrose (Business Entrepreneurship & Innovation) and Lowenna Edwards (English & Creative Writing). Together, they founded Mercura, a LinkedIn‑focused lead‑generation firm that serves clients in the UK, Europe, the US and Norway, all while running the business from the Spanish coast.
Their story demonstrates how university‑level collaboration, alumni networking, and a clear niche strategy can translate into a scalable, multicultural business model. The following sections break down the key elements that made Mercura a success and offer practical steps you can take to replicate this approach in your own venture.
Choose a Specific Service Niche Around a Digital Platform
Ben and Lowenna zeroed in on LinkedIn—a platform that consistently outperforms other social media for B2B lead‑generation. By combining Ben’s call‑out outreach strategy with Lowenna’s content‑creation expertise, they created a complete LinkedIn solution: personalized connection requests, messaging sequences, and tailored editorial calendars.
- Define a platform you understand deeply; LinkedIn, Instagram, TikTok, or a niche forum can each serve as the foundation for a niche agency.
- Map out the specific pain points: e.g., time‑strained CEOs needing qualified prospects versus mid‑level marketers needing shareable content.
- Develop a service bundle that marries strategy with execution—consulting, creative, and analytics.
Action Tip: Audit a few LinkedIn accounts in your sector and note common gaps in outreach or content. Use this audit as the seed for your value proposition.
Make the Most of Alumni Networks
The Falmouth alumni chat that connected Ben to Lowenna shows the practical power of a university community. Alumni networks provide :
- Direct introductions to potential partners and clients.
- Access to industry events and workshops hosted by alumni chapters.
- Shared resources such as templates, tools, and mentorship.
Because the network is already members of the same institution, the trust baseline is higher and collaboration is easier. Whether you’re at a sports club, a design studio, or a writers’ collective, the first step is to activate the network. Reach out to fellow graduates, join alumni groups, and be transparent about the services you can offer.
Action Tip: Create a short pitch deck that highlights your niche service and invite former classmates for a casual coffee‑chat to exchange ideas and referrals.
Build and Sustain Remote Operations With Clear Processes
Running Mercura from Spain allowed Ben to combine a passion for travel with business growth. Remote teams, however, can face silos, miscommunication, and time‑zone headaches. Below are proven structures to keep a global team running smoothly.
- Leverage a centralized hub such as a project‑management tool (e.g., Asana, Trello).
- Define weekly “stand‑up” status calls that align everyone on priorities.
- Document SOPs (Standard Operating Procedures) for onboarding, content approval, and client reporting.
With clear ownership and automated workflows, clients receive consistent service regardless of where their account manager sits.
Action Tip: Draft an SOP for your lead‑generation process and review it with your team before scaling.
The Power of Cross‑Disciplinary Collaboration
Ben’s B2B outreach and Lowenna’s content strategy complemented each other, but their success was also underpinned by the broader creative ecosystem at Falmouth. Students from graphic design, fashion, and photography sprang into action: they photographed products, designed logos, and advised on brand aesthetics. The result was a multi‑layered campaign that looked polished, measured, and effective.
When launching a marketing or creative business, seek partners in complementary disciplines: a copywriter can hold an account manager, while a data analyst can help refine targeting. These partnerships reduce service costs and increase client satisfaction.
Invest in Ongoing Learning and Skill Development
Both Ben and Lowenna continued to sharpen their craft long after graduation. Ben mentions ongoing advice from lecturers like Stewart Noakes and Sam Perkin, who kept him connected to industry experts and new opportunities. Likewise, Lowenna grows her authorial voice by attending workshops.
To stay ahead of evolving marketing trends, implement:
- Quarterly industry surveys to forecast what clients will need next.
- Hands‑on training sessions in emerging tools (e.g., automation, AI writing, data visualization).
- Mentorship loops where senior consultants guide junior team leads.
Action Tip: Sign up for a course in a marketing analytics tool tomorrow and share the insights with your team.
Marketing Your Own Agency – Positioning and Outreach
Mercura’s branding blends a professional edge with a friendly tone. Key elements that work for a similar venture include :
- Sleek Website with clear service pages, case studies, and a contact form.
- Thought Leadership – publish white papers, host webinars, and guest blog on industry sites.
- Social Proof – collect testimonials and portfolio examples from early clients.
Define your unique selling proposition (USP) around the most common pain point your target clients face. For instance, “We help tech startups reach qualified LinkedIn prospects in under 30 days with content that converts.”
Once your brand is solid, leverage the same LinkedIn expertise you offer: use targeted connection requests and referral chains.
Action Tip: Create a one‑page KPI dashboard that shows potential clients your average lead‑conversion rate and share it in every outreach message.
Scale Sustainably – Data‑Driven Decision Making
Ben and Lowenna keep the growth pace steady because they rely on data. They track metrics like:
- LinkedIn connection acceptance rate.
- Message click‑through and reply rates.
- Client satisfaction scores.
- Revenue per client segment.
Use this data to ask three critical questions before expanding a new service:
- Is there market demand for this expansion?
- Can we maintain quality while increasing volume?
- Will the new service integrate with our existing processes?
Answering “yes” to all keeps the business predictable and profitable.
Action Tip: Set up a simple spreadsheet to monitor two key metrics for your first 30 days – adapt as you grow.
Key Takeaways for Aspiring Entrepreneurs
1. – Narrow your service to a specific platform or client segment.
2. – Leverage alumni and university networks for partnerships and referrals.
3. – Run remote teams with defined SOPs and regular stand‑ups.
4. – Practice cross‑disciplinary collaboration to create richer campaigns.
5. – Invest in continuous learning and keep industry contacts active.
6. – Build a clear brand narrative and use data to drive decisions.
Building a sustainable marketing business is a marathon, not a sprint. The combination of learned skills, proven systems, and community support—just as seen with Falmouth alumni Ben and Lowenna—can translate into a thriving, globally‑operating agency.
Next Steps for Your Venture
If you’re ready to turn a niche skill set into a full‑service business, here are concrete actions to get started today.
- Apply to our Business Entrepreneurship & Innovation BSc(Hons) to deepen your entrepreneurial foundation.
- Schedule a free consultation with Falmouth’s Entrepreneurship Support Team to map your business plan.
- Join the Falmouth Alumni network to connect with potential partners.
Each step builds the infrastructure and relationships that future pros like Ben and Lowenna market relies upon. Start now and build a business that can thrive anywhere—even from a sunny Spanish beach.
Have questions about launching a digital agency or need guidance on marketing your startup? Contact us today to discuss how we can help.
