Marketing should be a growth engine — not a cost center.

Challenge

The SaaS division of CoStar Group, a Fortune 500 leader in real estate analytics, faced increasing competition and decided to hire its first marketing executive to better compete.

Marketing operated largely as a sales support function, with limited demand channels and an underdeveloped infrastructure.

Action

As the new VP of Marketing, my strategy and tactics included:

• Transitioned messaging from feature-based to value-based
• Implemented a brand identity
• Launched a new website in HubSpot
• Built out the marketing team
• Expanded acquisition channels
• Introduced lead scoring
• Launched an ABM program
• Introduced modern social media strategies

Results

• 11x pipeline SMRR ROI
• 143% growth in organic sessions
• 341% growth in LinkedIn engagement
• Expanded lead sources from 3 to 15

Challenge

CoStar Group's SaaS division pursued private companies newly subject to lease accounting guidelines that called for adoption of solutions like the ones we provided.

Despite the apparent opportunity, demand wasn't materializing and the Sales team was not having many quality conversations.

Action

As the VP of Marketing, I redirected marketing toward enterprise replacement buyers, focusing largely on an Account-Based-Marketing strategy that targeted enterprise users of competitive systems. ABM strategies included:

• Segmented messaging for each ICP
• Ad targeting at the account, job title and industry level
• Mid-funnel content designed to convert
• Top-of-funnel content aimed at knowledgeable users
• Email nurture tracks
• Better outbound practices

Results

• High-intent MQLs increased 25%
• Pipeline SMRR grew 32% over two consecutive quarters

Challenge

As a brand strategist for the $110 million Air National Guard Recruiting account, my job was to increase awareness and qualified recruits for the military branch.

After examining raw vacancy data, I determined that maintainers — aircraft mechanics — were the No. 1 opening. I pitched the client and got a multi-million-dollar campaign approved.

Action

I led focus groups that resulted in three critical findings:

• Rural and urban maintainers had different reasons for joining
• Assumptions on their demographics and psychographics were wrong
• The unifying theme for everyone was that they detested being tied to a desk

Due to focus group findings and third-party research, the message strategy I created centered on what your hands will do today. Deliverables included:

• Microsite
• TV commercial
• Digital and print ads
• Social media
• Email nurture campaign

Results

The campaign struck a chord in the 17- to 22-year-old market, yielding thousands of prospects for the ANG via the microsite, ultimately contributing to 30,000 recruiter-qualified leads. The email campaign yielded click-through rates 7.5 times industry norms due in large part to the message and qualified leads we produced.

Challenge

UserIQ, a PE-backed B2B SaaS company, had shifted its product focus toward customer success teams, but its positioning and brand identity hadn't kept pace.

The company needed to establish relevance and credibility with a new audience in a competitive market.

Action

As the Marketing Director, I interviewed customer success professionals and uncovered a common frustration: They wanted a seat at the executive table but were often viewed as a support function rather than a strategic contributor.

I built the new positioning around their ambition to become more influential within their organizations and demonstrate their impact on business performance.

Key initiatives included:

• Developed a new positioning and messaging framework
• Led a complete brand identity refresh
• Redesigned and launched the company website
• Aligned content and communications with the new positioning
• Created and launched As the World Churns, a podcast exploring the strategic role of customer success

Results

• 29% year-over-year increase in sales conversions from organic channels
• 400+ podcast downloads in the first four weeks
• A unified brand narrative connecting UserIQ's product to the strategic ambitions of its customers

Challenge

The Marine Corps League, the only congressionally chartered Marine veterans organization, needed a smart strategy to pass a bill.

The bill requested the Marine Corps name to be reflected in the Department of the Navy, so that when a Marine died, loved ones would see "Marine Corps" properly reflected on letterhead and elsewhere.

The seemingly innocuous change served as a strong symbolic gesture that was controversial with some key members of Congress.

Action

The group enlisted Trio Media Group, where I served as Account Manager. I spearheaded a campaign that included working with actor R. Lee Ermey (Full Metal Jacket). PR work included:

• A microsite
• Social strategy
• Content creation
• Legislative outreach
• Media outreach

I led strategic messaging, worked with the social team, wrote speeches for (the now late) Ermey, pitched the news media and managed the actor's press interviews.

Results

The campaign received substantial coverage and social media engagement. Successes include:

• 7,800-plus petitions & thousands of engaged followers
• Coverage in Washington Post, The Hill, Marine Corps Times and more
• The bill passed the U.S. House with more co-sponsors than any House bill in history

Challenge

NCR needed a marketing campaign to drive awareness and leads for the launch of a flagship POS system.

Research showed many small business owners were not familiar with the company. The importance of the solution — the company's first Android system — dictated a focused ad campaign in particular.

Action

I was tapped to lead marketing for the launch.

After market research, we advertised in three markets via multiple channels, including Pandora and Google. I dubbed it The Point of X campaign, a play on words on "point of sale." The X stood for "Simplicity, Style and Sophistication." We also tapped an existing brand asset — Dr. T — for the Pandora audio spot.

Deliverables included:

• Advertising in three markets
• Product video
• Email and outreach campaign

Results

• 23% more SQLs than forecasted within the first month
• 2,000 POS systems and SaaS subscriptions sold over four months