Jon Mackin

I am pleased to share the success story of a fractional private plane ownership company that transformed its go-to-market (GTM) strategy and achieved remarkable results. The company was looking to increase its plane share sales, and it achieved this goal by adopting a customer-centric approach and implementing innovative paid campaigns. The revised strategy focused on creating content that spoke to the benefits and solutions offered by the brand, positioning it as a superior choice for private air travel. This content was not only optimized for inbound marketing and SEO but it was also tailored to the brand’s highly targeted audience. The paid campaigns were sophisticated, leveraging ABM principles and emerging programmatic technologies to maximize their reach, deliver impactful post-click experiences, and stay under a target CPA threshold.

The GTM strategy was a resounding success, generating an impressive increase in lead generation YoY. This unprecedented demand for fractional plane ownership led the company to order new planes, hire more pilots, and expand its service area.

The client struggled to increase their revenue despite having a high-quality service offering. After conducting a thorough analysis, we identified several areas of improvement in their go-to-market strategy to help drive growth. First, we looked at their inbound marketing efforts and found that their content was not resonating with their target audience. We created a new content strategy that addressed their target audience’s specific pain points and showcased the unique value proposition of their service offering.

Next, we evaluated their website’s UX and CX and found that the user journey was not optimized for conversions. We implemented several design changes that streamlined the onboarding experience and made it easier for users to navigate the website. We also updated the website’s messaging to align with the new content strategy.

Finally, we looked at the sales journey and found that it was not aligned with the customer journey. We created a new sales process that emphasized educating prospects and building trust before attempting to close a sale. We improved the client’s go-to-market strategy by creating a targeted content strategy, improving website UX and CX, and aligning the sales journey with the customer journey.

A healthcare SaaS client struggled to meet their yearly revenue goal of $15 million. We created a go-to-market strategy incorporating inbound marketing, ABM, email marketing, paid search, paid social, and CRO.

The inbound marketing efforts focused on creating valuable content that addressed the pain points of the target audience and showcased the unique value proposition of the client’s service offering. ABM was used to identify and target high-value accounts, which resulted in a higher conversion rate and increased revenue per customer. Email marketing campaigns were created to educate prospects about the client’s service offering and build trust. We used paid search and paid social campaigns to increase brand awareness and drive targeted traffic to the client’s website. In addition, CRO was used to optimize the user journey and increase conversion rates. We made several design and messaging changes that streamlined the onboarding process and made it easier for users to engage with the brand.

This supercharged go-to-market strategy helped the company reach its revenue goal of $15 million before Q4. The client also experienced increased brand awareness and customer loyalty, positioning them for long-term growth.

Our client recognized the need for expert guidance without the full-time commitment and opted for a fractional CMO engagement. This approach allowed them to tap into top-tier marketing expertise part-time, ensuring cost-effectiveness while driving results. The cornerstone of this engagement was a new website meticulously designed to reflect the luxury and precision of their landscaping services. The site showcased its portfolio and became a hub for potential clients to understand the brand’s ethos and value proposition.