The Challenge

A cyber security startup came to me with a novel product and an aggressive growth model. It also had a major challenge: zero brand recognition. The company had no web presence, no back-end sales or marketing systems, and no plan. We were building a marketing department from scratch. 

My Approach

I established a strategic plan, operating models, metrics, and cloud-based systems (CRM, MRM, attribution tools) to automate and analyze our marketing programs. I created data-driven workflows to improve demand and lead generation campaigns, and then launched promotional campaigns, PR, and multi-channel marketing across traditional and digital environments. I developed merchandising and pricing strategies for the company’s core products, and then led a customer journey initiative to develop unique user personas, messaging, and corporate positioning. 

The Results

In less than a year, we delivered more than 600 qualified leads with an estimated pipeline value of 60M. We exceeded industry-standard conversions of sales-qualified opportunities by more than 20 percent resulting in a doubling of revenue growth. After implementing HubSpot CRM and MRM Systems, with Attribution, in under 90 days, I launched paid advertising and organic search campaigns that yielded a 500 percent increase in traffic and a 70 percent increase in requests for quotes and demos. 

The Challenge

An established brand was looking to become the SaaS leader in the Queue Management Services industry. To get there, it needed to grow market share with several key buyer segments. Events such as conferences, CEO roundtables, and webinars were proving effective in connecting with buyers, but the average ROI on event marketing was only 1-3x.

My Approach

I overhauled the entire process for event marketing, beginning with the creation of coordinated, multi-channel campaigns. Digital marketing leveraged SEO, PPC, paid search, email, social, and 3rd party channels to drive traffic to our website where personalized CTAs highlighted pain points in a buyer’s industry. Then, I worked closely with the sales team to ensure we followed up to confirm event attendance and later to provide access to gated information that led users to product demos. 

The Results

The company’s event ROI increased from 3x to 18x and marketing ROI increase by 177 percent overall. User sessions and website visits increased by at least 20 percent YOY, while email campaign open rates tripled. I also created hard specification documentation that quadrupled the number of RFPs we could apply to and increased the RFP win rate. 

The Challenge

A mature, mid-sized company with a good strategy, but some internal issues were holding it back. With a disorganized sales database, it was impossible to map buyer journeys to personas, and worse, no analysis could be done to determine what worked and what didn’t. 

My Approach

First, I led a complete rebuild of the sales database, dramatically reducing the number of contact titles and industries so we could analyze and target contacts more effectively. Then, using buyer insights derived from a novel lead scoring methodology, we launched programs for Partner Marketing, Regional Marketing, Customer Retention, and Digital Marketing. In the process, I identified negative brand connotations due to inconsistency in our message, and in response, developed partner marketing trainings, call scripts, and communication guides. 

The Results

Opportunity to win conversion ratios improved from 13 percent to 48 percent. In addition, we doubled the value of won opportunities – for example, a 360-degree marketing strategy generated 231K in won opportunities versus traditional roadshows that average 122K. Campaign assets generated a 550 percent increase in unique click-through and a 64 percent increase in unique open rates. In one example of the effectiveness of our Partner Marketing program, a partner in Australia applied our methodologies and closed a 79-site opportunity valued at 450K in less than 30 days. In comparison, the average deal before the program was four to eight months with an average value of 40K. Additionally, partner revenue contributions increased by 35 percent. 

The Challenge

An Enterprise IT Service provider had grown through acquisition. The company had a large customer base, but no recurring revenue other than maintenance, so it needed to find new upsell and cross-sell opportunities. 

My Approach

I led a cross-departmental effort to create services that our existing customers needed and wanted to buy. We then built an entire awareness and demand generation campaign to support these new services. I then created a training and development program for inside and outside sales teams and wrote call scripts for telemarketers to use in communicating with potential buyers. 

The Results

We generated over 100M in pipeline opportunities with a 45 percent close ratio. Our telemarketing initiative took a deal from cold call to close in under 30 days, a first. We were so successful that the campaign was nominated for campaign of the year.