Over the course of the past few years, I have been working with SaaS startups, in a "fractional" capacity to design marketing strategies and build internal teams capable of executing the strategy. Core focus areas: brand, demand generation, social, SEO, web, and events:
NexGen Technologies: Virtual Office platform to support remote & hybrid work environments
- Current client
- Building out new marketing and sales team as the company prepares for a re-launch of new technology to service companies with remote & hybrid work models
- Developing net new marketing strategy and operations model
- Liaise with Integration Partners like Webex
- Developing Affiliate & Independent Sales Agent program
CloudRadial: Client Services Automation platform serving MSPs
Developed a comprehensive marketing strategy to increase brand awareness and generate leads for sales.
- Brand awareness: Worked with the executive team to reset tone/voice and brand image. Identified core channels to engage with including integration partner communities and MSP-focused member groups resulting in speaking and email marketing opportunities.
- Social: Built social strategy to post relevant content focused on the product, the industry, and the company. Redirected posting only on platforms that ICP actively engaged in. Resulting in 50% follower growth and a 30% increase in engagement on both LinkedIn and Facebook.
- Content Strategy: Designed a content strategy with assets aligned to ICP's buyer journey. Created a curated library of new content including case studies, and pillar blogs with complementary cluster pieces. All new content was earmarked for use in marketing campaigns.
- Paid Advertising: Fixed existing paid advertising campaigns by improving the use of keywords as well as the "click" journey. These enhancements generated better quality leads for sales. An overall increase of 20% for impressions and clicks, with a 30% decrease in cost per lead.
- Events: Core focus area for lead generation. Planned and coordinated tactical efforts for 15 conferences during FY22 and implemented a trackable lead follow-up process for conference leads resulting in 80 deals in qualified pipeline and $60K in ARR.
- Communication: Built structure for lead scoring and multi-tiered email nurture campaigns that aligned to the buyer's journey.
BEE Content Design, Inc: Email & Landing Page Design Software
Hired talent for an internal marketing team and developed a comprehensive marketing strategy to increase top-of-funnel activities, improve brand awareness, grow acquisition of new logos, and expand usage within BEE's customer base.
- Brand awareness: Fostered new relationships with subject matter experts and influencers to expand BEE's brand awareness through thought leadership and guest blogs.
- Social: Restructured social strategy to align social platform to product portfolio, resulting in increased engagement and followers for both LinkedIn and Instagram.
- Content: Built a new content strategy that aligned with BEE's customer journey by pivoting away from writing for SEO to writing relevant content optimized for SEO resulting in increased blog readership.
- Paid Advertising: Provided direction to outsourced Agency on PPC strategy, keywords, new ad campaigns, and performance. Resulting in leads for higher valued subscriptions with low CPA.
- Team: hired 3 key roles within the first 60 days: Content Strategist, Copywriter, and Marketing Programs Manager. Defined and managed team to OKRs aligned to growth strategy
- Communication: Enhanced email marketing campaigns with adjustments intended for re-engagement and building a database of new leads to nurture.