Start-up Marketing Execution

Clear, differentiated messaging and positioning, and a compelling narrative are key to attracting the right customers. This is particularly crucial for start-ups and emerging businesses with little to no brand recognition.

For clients like Cinch and Sapling, and products like Work.com and NFT Cloud, I developed compelling messaging and positioning and built narratives and first call decks by first conducting customer interviews to identify key customer pain points and associated product benefits. I then use a messaging and positioning framework to align customer pains to product features, and create messaging and positioning statements that highlight differentiated product benefits to stand out from the competition. Once it’s tested with customers, this then turns into a concise pitch deck and narrative for sales teams to use to sell with confidence and close deals faster.

Narrative and Messaging Development

Customer Research, Insights & Stories

Since understanding users and telling their stories is one of my favorite parts of marketing, I helped double the number of case studies and customer testimonials on Lever’s website in just two months. I uncovered key metrics and ROI statistics through customer interviews, and developed case studies to showcase the value of the product.

For Sapling, I created a customer survey to gather qualitative data and ROI metrics, and conducted 1:1 customer interviews to create impactful case studies for the website and sales teams.

Customer Retention Campaign

I partnered with Demand Generation and Customer Success leads to launch Lever's first customer renewal and retention strategy. I evaluated data to understand customer usage and behavior, then segmented the customer base to create targeted multichannel campaigns for each segment.

Results: One email campaign achieved a 60% open rate and 15% CTR. By measuring customer engagement with the campaign, sales streamlined and scaled the renewal process, leading to faster renewal cycles and increased revenue.

Content Strategy Optimization

Hypercore needed to increase its search visibility while also providing prospects with enough information and resources to support them through the sales cycle.

  • Built full-funnel content calendar based on addressing key customer objections

  • Aligned content to SEO keywords to improve search visibility

  • Delivered SEO-optimized blog posts and customer stories, improving search rankings and addressing key customer concerns to accelerate sales cycle

…What else?

Additional projects and areas of expertise in start-up marketing

  • Drive alignment across product management, campaigns, sales, and marketing teams, defining and tracking key metrics to ensure teams achieve growth targets and exceed revenue projections

  • Lead all marketing efforts including messaging and positioning, pricing and packaging, and enablement by working with stakeholders to evaluate competitors in market, conduct extensive buyer and customer research, and generate executive buy-in and feedback, creating a robust, metrics-driven GTM plan from announcement to release to post-GA sales support.

  • Guide founders and new marketing leadership on best practices for building and scaling a marketing team

  • Conduct competitive analysis to identify opportunities to enter new markets or improve differentiation and competition, working with PM and UX teams to evaluate product differentiation opportunities and propose roadmap, messaging, and marketing changes 

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