Jared Waxman

The overall challenge was with a product offering that was hard to explain and not well-known or understood by a wider tech audience of application developers and software architects. After first building out content marketing and developer relations capabilities, we turned our attention to a focused brand campaign that targeted our ideal customer profile with a goal to raise awareness around this new category. The initiative began with message testing to achieve breakthroughs while simplifying our pitch. The multi-touch campaign incorporated event sponsorships, out-of-home advertising, interest and geo-fenced mobile ads, radio, and PR and was coordinated with our annual events and regional marketing motions.

Growth of leads had plateaued and the team risked hitting our revenue targets for the coming fiscal year. I spearhead a four-part plan to re-invigorate our growth. The initiative involved half of marketing and included elements across website optimization, new top of funnel content, meeting setting tactics and big-bets. By four months in we could see the plan was working and we ended up hitting the goal in time save meet our original growth forecast.

GTM wanted to go after new personas in the C-suite, and we built a multi-touch campaign to get our message to a new audience. The integrated campaign included messaging briefs, media plans, content, events, email nurtures, sales enablement, and outreach.