Taylor Kartavicius
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since August 29, 2022
Taylor is a technical product marketer with strong foundations in AI and commercial intelligence who combines the unique ability to understand your customers with the appropriate technical skills to actually reach them. His specialty is customer interviews, product positioning, and developing marketing strategies for long-term growth. Taylor's strategic guidance is based on qualitative and quantitative insights, which guarantees consistent and predictable business growth.
Project Highlights
Expertise
- B2B Lead Generation
- Customer Insights
- Digital Marketing
- Go-to-market Strategy
- Marketing Strategy
- Product Positioning
- SaaS Product Marketing
Work Experience
Technical Product Marketing Consultant
Self-employed
- Helped SaaS entrepreneurs with their go-to marketing strategy in a three-step process, interviewing the founders, their customers, and, when possible, the competition's customers.
- Conducted research to gain customer insights and develop product positioning, marketing strategies, and organic growth tactics that resonate with the target audience.
- Created comprehensive marketing plans, including defining the target market, proper messaging, lead capture system, sales conversion strategy, lifetime value increase, stimulating referrals, and orchestrating reviews.
Community Marketing Operations Manager
Georgian Partners
- Used Voice of Customer research to analyze community needs and inform programming decisions, resulting in a 34% increase in sign-ups YoY.
- Built a custom onboarding tool using AI that reduced time to value for our members, resulting in a 15.22% increase in monthly active users.
- Collaborated with the AI team to help portfolio companies build 30+ new POCs. Of those already in production, one saved $120,000 per year by eliminating the need for an external vendor, while another enhanced the functionality of its core product.
Mergers & Acquisitions Marketing Manager
Constellation Software
- Developed a community of software creators, gaining insights into their underlying motivations for selling their business and the strategies they used to grow.
- Fostered a culture of knowledge sharing and collaboration.
- Created organic content, nearly doubling LinkedIn followers and accumulating over 40,000 Twitter impressions in the first three months.
- Implemented an in-depth understanding of the M&A process as a significant marketing function as more brands acquire media companies to help with customer acquisition and organic content.
Product Marketing Manager
Dovetail
- Determined the brand's unique selling proposition and refined its positioning by conducting customer interviews, resulting in a significant reduction in the customer acquisition cost with more targeted messaging on the website and ad copy.
- Developed and oversaw all other marketing activities using creative strategies to maximize marketing time and budget for Facebook, Google, and Capterra ads.
- Managed external agencies implementing customer success to reduce churn and assisted sales with collateral and value proposition refinement.
Marketing Strategist
Clean Rooms Plus
- Conducted a complete website redesign optimized for lead generation, resulting in a conversion rate increase from 3% to 24%.
- Directed the pay-per-click development and execution and corresponding landing page creation, accompanied by keyword research and search engine optimization for organic traffic.
- Created email marketing campaigns with automated segmentation and nurturing of the leads that entered the funnel.
Digital Marketing Coordinator
Muskoka Grown
- Increased open and click-through rates by 106% and 179%, respectively, by segmenting and automating email lists based on customer personas.
- Improved the website design and SEO while monitoring the website and social data to provide clear, concise, and constructive feedback for actionable outputs.
- Implemented goal tracking throughout the funnel to attribute eCommerce sales.
Project History
B2B Lead Conversions Increase
Conducted a complete website redesign optimized for lead generation, using customer interviews for qualitative data and SEO tools for quantitative data, resulting in a conversion rate increase from 2.72% to 24.37%.
We interviewed the current customers to discover their underlying motivations for choosing our business over the competition, especially in a highly fragmented and competitive market. We then backed up those qualitative insights with data from Google Search Console, Google Analytics, Hotjar, and Semrush.
In our interviews, we uncovered several commonalities. We learned the language of the industry so we could "talk shop" with the customers on the website and advertising copy and developed a more robust understanding of who they were, what they valued, and how they ultimately chose our business over the competition.
Bootstrapped Software Startup Launch
Helped guide the marketing strategy for a solo founder and his web app from the initial conception to the public launch, resulting in hundreds of paid sign-ups in the first two weeks and a 4.9/5 rate from over 50 reviews.
Number One Organic Result for Targeted SEO Keyword
Created a practical guide that achieved the number one SEO ranking for "productive dental practice," a keyword we understood had a high overlap with dental software purchase intent.
Using these insights, we repositioned ourselves only for small practices, making changes to the website copy and our ads. We rallied against a common enemy—the big players taking away local jobs. As a result, we reduced our customer acquisition cost, and we were able to reduce churn, as we were ultimately better suited for these smaller customers.
Certifications
Building AI Apps with No-Code
NoCodeMBA
Marketing Attribution Academy
Ruler Analytics
Viral Marketing and How to Craft Contagious Content
University of Pennsylvania
Google Ads Search Certification
Email Marketing Certification
HubSpot
Advanced Google Analytics
Skills
Core
Marketing Strategy, Product Positioning, Digital Marketing, Go-to-market Strategy, Search Engine Optimization (SEO), Email Marketing, Search Engine Marketing (SEM), Digital Campaigns, Growth Hacking, A/B Testing
Platforms & Tools
Google Analytics 360, Google Analytics
Business Models
SaaS Product Marketing
Other
Customer Insights, Product Launch, B2B Lead Generation, Community Growth, Community Development, Post Sales Consulting, Artificial Intelligence (AI), Voice of the Customer (VoC), Apps, AIOps, No-code Development, Marketing Attribution, Attribution Accuracy
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