Building Panchaea’s market presence from the ground up

From SEO and website development to event marketing and social media content, we’ve helped Panchaea define its message, expand its reach, and deliver real ROI.

How Bamboo helped Panchaea find its voice

When Pete Overell, Managing Director of Panchaea, began searching for a marketing partner, he had one key requirement: deep expertise in the data centre industry.

When our relationship began in 2023, Panchaea was a growing company built on strong partnerships with industry giants like NVIDIA, AMD and more. Pete recognised that to truly stand out, Panchaea needed a strategic marketing partner who could help define its messaging, establish a strong presence on social media and support its key data centre industry event exhibitions.

His search led him to Bamboo.

After coming across Bamboo’s website, Pete quickly saw that our expertise aligned with his company’s needs. Once he reached out, Team Bamboo developed a streamlined proposal, focusing on a tight initial scope for Panchaea that addressed their primary goals and while being within budget constraints.

“At a turning point in the growth of my business, I needed a way to show more of a presence online, matching that of the market competition. Bamboo’s experience in deep and emerging technology and willingness to work with Panchaea’s hybrid consultative business model made them the perfect fit.” – Pete Overell, Managing Director at Panchaea

The scoping process was simple, and Panchaea wasted no time moving forward. From the outset, it was clear that this was a relationship built on trust and mutual growth.

Establishing robust marketing foundations

In addition to free Pete up to focus on his partners and customers, Panchaea’s primary goals were to:

• Build a brand voice rooted in B2B hardware expertise
• Enhance its online presence in the data centre space
• Maximise its investment in industry events
Team Bamboo proposed a full-service marketing retainer that spanned our three services: PR and Comms, Digital (SEO in this instance) and Content Marketing, with a sprinkling of social media management and event marketing in good measure.

Defining Panchaea’s messaging

Our approach was strategic and hands-on tactical delivery, ensuring that Panchaea could focus on its core business while we handled the execution.

One of our first steps in this process was building Panchaea’s messaging and refining its market positioning. We worked closely with Pete to develop a sharp tone of voice that reflected Panchaea’s expertise in data centres while also letting the company’s engaging character shine through.

Approachable, technical, credible.

This wasn’t just about choosing the right words—it was about ensuring consistency across all channels, from website copy to social media posts and event materials. As the data centre market evolved with the advent of AI data centres, we continuously refined this messaging, ensuring that Panchaea stays at the cutting edge of compute.

Building a strong online presence

Once Panchaea’s messaging and tone of voice were refined, we focused on raising the brand’s profile ahead of its exhibition at Tech Show London 2023.

We also supported the development of new website pages as Panchaea expanded its offerings, ensuring that all content was optimised for both SEO and user engagement.

Digital marketing that delivers

Team Bamboo provided strategic direction, ensuring that every piece of website content was aligned with SEO best practices. We managed an ongoing programme of keyword monitoring, page optimisation and competitor and partner analysis, helping Panchaea improve its search rankings and online visibility.

One of the most significant digital achievements was the complete overhaul of Panchaea’s product section on the website.

We refined the structure and content of the listings by categorising products more intuitively, integrating official renders, detailed technical specifications and FAQs for each hardware piece available from Panchaea. The section is now regularly updated to reflect available products, giving users an accurate and comprehensive view of Panchaea’s offerings at any time.

This transformation improved usability and helped to establish credibility and trust with potential customers.

These efforts translated into measurable digital results. Comparing performance from the same period in 2024 to 2025, we achieved:

• New users increased by 114%
• Average engagement time rose by 37%
• Organic search traffic surged by 180%
• Overall engagement rate improved by 14%

These changes were to prepare Panchaea’s website for Google’s Project Magi (Google Search Generative Experience). The results were increased visibility and higher user engagement with content that meets Google’s E-E-A-T standards.

On Panchaea’s website growth, Pete said: “Since working with Bamboo, we’ve seen a marked uptick in engagement, mentions by partners and customers, and traffic to the website. We look forward to growing our businesses together!”

Capturing Panchaea’s LinkedIn audience

Social media was a key part of Panchaea’s original goals, with Pete wanting to target a professional, tech-savvy audience through its new LinkedIn page. When we started working with Panchaea, their presence on the platform was minimal, with fewer than 50 followers and an irregular content schedule.

We changed that.

By developing a structured content calendar and crafting engaging industry-relevant posts, we organically built Panchaea’s following with weekly content. The posts covered a range of mediums, including:

• Animated graphics
• Short-form video content
• Product promotion images
• Bespoke carousels
• And more

In just over two years, Panchaea’s LinkedIn audience grew by over 900%, creating new opportunities for brand awareness.

More importantly, this network has been cultivated to attract an engaged, curious audience. This is reflected by a strong engagement rate, steadily increasing to 19% for Panchaea’s company page in 2025.

Richard Joy, Panchaea’s Account Manager at Bamboo, said: “It’s been so rewarding to work with Pete and his growing brand over the last few years. We’ve loved working with Panchaea to develop a unique voice in the data centre space, and the supportive team there have had a deep respect for our marketing ideas.”

Year-to-year event marketing support

Tech Show London is one of Panchaea’s key industry events each year, offering a chance to showcase expertise, highlight partners and connect with potential customers.

Bamboo plays a key role in ensuring these events are successful.

For multiple years running, we provided end-to-end event support including the creation of marketing collateral such as flyers, email campaigns, press releases and dedicated landing pages.

Beyond logistics, we helped Panchaea maximise these events from a digital marketing perspective. This included targeted LinkedIn content to generate buzz before and during the events and follow-up email marketing to capitalise on new leads.

Our event PR efforts also ensured that Panchaea’s participation was recognised in the industry press, including features in The Tech Capital, Data Centre & Network News, Capacity Media and more.

Expanding Panchaea’s relationship with Bamboo

What began as a focused project has evolved into a long-term partnership. Over two years in, Bamboo continues to support Panchaea across multiple facets of its marketing strategy, adapting to new challenges and opportunities as they arise.

Bamboo’s Strategic Director, Kat Gibbons, said: “The tech industry is constantly evolving, and we help ensure that Panchaea remains quick and agile, adapting to change and staying relevant through strategic marketing initiatives.”

In that timeframe, Panchaea referred Bamboo to several of its partners, resulting in successful projects. Panchaea itself expanded its ongoing retainer early on in the relationship to expand Bamboo’s digital marketing focus. Here are Pete’s thoughts directly on the work Bamboo has done on Panchaea’s brand since 2023:

Looking ahead, we’re excited to continue helping Panchaea grow, innovate, and lead in the data centre industry. Our journey together is a testament to the power of strategic, well-executed marketing built on a culture of trust and understanding between Pete and Team Bamboo.

Client
objective

To manage and deliver the company’s full marketing and PR output, driving brand visibility and engagement.

Bamboo’s
approach

To operate as a fully integrated, sole marketing resource—leading all marketing, PR, partner funding, and event efforts.

Our
results

Marketing successfully kept pace with rapid company growth, driving accelerated sales and increased market impact.

Our clients say…

• Bamboo has more than stepped up for Panchaea, providing us with a rapid growth plan that has seen monumental increases in website and LinkedIn traffic. Great management of socials, updating our website to compete in a saturated market, and managing to throw together collateral for a last-minute trade show means for Panchaea, Bamboo will be a long-term partner we look forward to growing with.

  Pete Overell Panchaea, Founder and Director

• I worked with Bamboo prior to joining GRC, so I knew their talent for delivering PR campaigns. Once again Bamboo exceeded expectations, hitting the ground running and delivering an extensive EMEA PR plan in the data centre sector. This included magazine cover stories, press releases, thought leadership – you name it. They are my go-to partner when expanding into the region (and they also have impeccable taste in cinema!).

  Gregg Primm Green Revolution Cooling, VP, Global Marketing

• Having worked with the team previously, they were my first agency I brought on board in my new role. They have an ability to get up to speed very quickly and be super flexible and supportive while I establish the marketing function. They are also a really nice bunch to work with.

  Ciara Murphy Cloudstaff, Global VP, Marketing