Success stories
I HELP COMPANIES
GROW
Head of Marketing
Lead the marketing team of a B2B2C fintech start-up responsible for driving and building and increasing company's brand awareness as well driving the sales pipeline and monetisation through our B2C channel. Managed a team of 3 and worked closely with Sales and other departments to achieve company's goals and KPIs. In just 6 months managed to move away from outbound demand generation to purely inbound using content, digital marketing, social media, events and advanced nurture marketing programs - marketing automation, lead scoring and leads qualification.
Strategies and tactics used:
- Developed buyer personas, buyer journey and defined marketing vs sales alignment (agreed goals and KPIs - Number of SQLs, number of A/B/C type SQLs, qualification criteria and leads recycle system)
- Content marketing - the most successful content generated around 960 leads, 30 customers and a bookings revenue of around $600,000 in juts 8 months
- tactics used - SEO, Social media marketing, LinkedIn Ads, Facebook Ads, remarketing, Email marketing, Google AdWords and advanced nurture programs through automated email marketing
- Events
- Flare event which generated 70 sales qualified leads and a sales pipeline of $700,000
- Participated at the biggest HR event in Australia which helped to increase the brand awareness and created a sales pipeline of $650,000
- SEO
- Developed a brand new, SEO optimised website on HubSpot platform with advanced features like smart content (serving different content based on the type of web visitor), smart forms, landing pages and new blog which helped to get organic search as the No1 leads and opportunities generation channel
- Developed a fully automated customer experience communication journey to increase the number of people using Flare platform and choosing our products. Within a month this helped to increase the number of people using Flare by 25%.
Chief marketing officer
Responsible for developing and managing all marketing strategies and activities in mid-size software and business consulting company to meet build brand awareness, generate new leads and meet the company'smain targets and KPIs. I also managed marketing budget and all finances related to marketing. Part of the company leadership team, managed a team of 2 and closely cooperated with sales and other departments to meet the targets.
Strategies and tactics used:
- Introduced 1to1 and 1to few ABM strategies and tactics
- Grew marketing team by 100%, introduced new performance benefits system which helped to motivate the team to acheve and over achieve our key KPIs and targets
- Managed marketing budget
Marketing Manager
Within two years changed passive marketing department into an active one generating new leads and opportunities and revenue streams for the company which served customers like Boral, Helloworld, Servcorp, Tom Waterhouse, NSW Treasury and was named 2013 & 2012 Microsoft CRM Partner of the Year in Australia.
Strategies and tactics used:
- Initiated and managed company's rebranding from small Microsoft CRM practice to a leading Dynamics CRM provider in Australia.
- Introduced inbound and content marketing (Launched new CRM blog, started to run regular webinars, produced case studies and e-books (in cooperation with Microsoft Australia) which helped to generate inbound leads and move them down the funnel through advanced nurture programs to increase the sales pipeline and to provide high quality leads to sales (BANT qualified).
- Introduced and managed closed loop campaigns to drive top of the funnel leads through events, content, eDM, Display and Social Media - LinkedIn Ads, Google AdWords and Facebook advertising campaigns and move them through the marketing and sales funnel (used BANT qualification and scoring to qualify MQLs to SQLs) - pipeline and customer reporting back to Microsoft.
- Launched new marketing automation tool
(ClickDimensions) which helped to
automate marketing
as well as
sales processes and increased the conversion rate from
Marketing Leads to Opportunities to up to 30%.
- Used marketing automation software to create and optimise forms, landing pages and emails (including A/B testing) and to analyse campaign performance and report results to eSavvy top management and to Microsoft.
- Introduced customer nurture programs through Email marketing and events - user groups which helped to create cross-sell and upsell opportunities for other products (e.g. ClickDimensions) and services.
- Also worked as a pre-sale and after-sale ClickDimensions consultant- helped to sell the marketing automation tool (ClickDimensions) to companies like Tom Waterhouse, Helloworld and many others.
- Managed a team of 2 marketing specialists, cooperated with external agencies and partners like Microsoft.
Chief Marketing Officer
I developed, managed and executed Marketing Plan and Marketing Budget based on the business objectives and KPIs. Developed the brand guidelines, developed, launched and continuously improved new website including a new Working Holiday Blog (on HubSpot COS), defined target audience, buyer personas and customer lifecycle. Set up all marketing as well as sales processes including automation workflows to meet the planned growth within the first year.
Strategies and tactics used:
- Developed buyer personas, buyer journey and defined marketing vs sales alignment (agreed goals and KPIs - Number of SQLs, qualification criteria and leads recycle system)
- Designed, developed, launched and continuously improved a new SEO optimised website (HubSpot COS) together with designing and launching new Working Holiday Blog which helped to continuously increase the number of leads generated through organic search by 90% (MoM Growth).
- Digital marketing campaigns including Content, SEM, Display Advertising, Facebook & Instagram Ads, remarketing and Native Advertising which helped to grow the number of leads by 250% (month to month grow) and the sales pipeline of around $800,000/month in just 7 months.
- Used HubSpot Marketing, Sales and CRM to set up and automate marketing as well as sales processes, to analyse and optimise Forms, Landing Pages, Emails, Content, Social Media and to analyse campaign results and create reports for the company owners.
Marketing Manager
Introduced, developed and managed all digital marketing strategies, tactics and campaigns including setting up the marketing budget which resulted in meeting and actually over achieving the business targets and KPIs (number of new students and revenue / month) every month - $120,000/month revenue.
Strategies and tactics used:
- Developed buyer personas, buyer journey and defined marketing vs sales alignment (agreed goals and KPIs - Number of SQLs, OPPS, qualification criteria and leads recycle system)
- Designed, developed, launched and continuously improved a new SEO optimised website (WordPress) which helped to increase the organic website traffic by 104 % and number of leads from organic traffic by 275% within 6 months (JUL 2015 - JAN 2016).
- Set up, manage and run Google AdWords and display advertising campaigns which helped to increase the brand awareness and drove 60% of new leads in the initial months of the start-up organisation.
- Used HubSpot Marketing, Sales and CRM to set up and automate marketing, nurture marketing, lead scoring as well as sales processes, to design, analyse and optimise Forms, Landing Pages, Emails, Content, Social Media and to analyse campaign results and create reports for the company owners. In result this helped to continuously increase the leads to customers conversion to around 12% and conversion from Marketing Qualified Leads to Sales Qualified Leads to over 50%.
- Developed, launched and managed sales as well as operational processes which helped to increase the conversion rate from Leads to Customers to 10% and reduce the amount of manual tasks and processes by digitalising as many processes and documents as possible.
- Developed a practical digital marketing project which was implemented as part of the nationally accredited Diploma of Digital Marketing online course to help the students (mostly marketing specialist from mid level roles) to learn and improve their practical digital marketing knowledge and skills.
- Managed a team of 2 marketing specialists. HubSpot consultant for other colleges in the group.
