Fractional marketing leadership for PE-backed and scaling B2B companies
Examples of my work
I typically work with companies that are looking to boost the impact of their marketing, correct dysfunction and align activity with strategy. The core of my experience is in working with subscription-based business information and data providers where content is delivered via digital platforms aligned to specific user workflows.
GTM Excellence value creation project for PE-backed business publisher
I led on a year-long GTM excellence value creation project aimed at elevating marketing effectiveness and sales and marketing coordination – a key element of an investor-backed value creation programme following the company’s recent acquisition. This included redefining the customer profile suite and target personas, implementing new ways for marketing and sales to collaborate on account based marketing initiatives and optimising digital marketing processes to generate an increased volume of high intent leads.
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10x increase in high intent lead generation through persona-based onsite marketing and nurturing campaigns.
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Conversion rate optimization leading to a 20% improvement in lead volume.
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Creation of ABM playbook adopted by sales and marketing to address both white space and account growth opportunities
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First coordinated marketing and sales campaigns aimed at specific prospect cohorts leading to significant pipeline growth and sales conversions.
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Establishment of new reporting suite that provided clarity across the funnel on conversion from prospect to lead to opportunity to sale.
Elevated marketing effectiveness and alignment for investor-backed business information provider
Working with the CEO and Chief Commercial Officer, I led a transformation in the way that the marketing function aligned to the growth objectives of the business. This included:
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putting in place new demand and lead generation strategies
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building stronger alignment and collaboration between marketing and other functions
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recalibration of KPIs and targets for the marketing team related to revenue goals.
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new lead management and reporting processes via CRM and marketing automation platform
In a short space of time, I was able to effect a reset of the marketing function within the company, offering greater clarity of its role, priorities and success measurement as well as driving notable improvement in lead and pipeline generation from marketing activity (doubling of monthly inbound lead generation).
