Strategy and Results

Successful marketing strategies are always rooted in audience and goals. Before jumping into tactics, I emphasize research to discover my audience's pain points, challenges, and jobs to be done. Then I gain a clear sense of business goals and determine how marketing initiatives should ladder up to them. 

I've developed winning campaigns, content plans, and digital marketing strategies for a wide range of organizations, from enterprise B2Bs to small businesses. Review my success stories below to get a sense of my approach and how I solve challenges.

Cisco SMB Campaign

The challenge: Cisco needed to reinforce its position as a leading networking and security vendor to small and medium businesses (SMBs). And it needed to help its partner resellers increase revenue through Cisco Meraki upsell and cross-sell opportunities.

The strategy: I led the development of a Cisco demand generation campaign, “One platform, infinite possibilities” to show SMB customers how flexible Meraki platform solutions could empower business growth. I conceived of the campaign theme and guided the creation of a slew of content assets: videos, infographics, emails, social posts, landing pages, and sales enablement resources that Cisco partners and distributors could customize and activate.

The results: The campaign quickly became the #1 most frequently activated partner campaign in 2024, used by hundreds of Cisco partner companies to generate sales opportunities.

Crowe Content Strategy Roadmap

The challenge: Crowe, a top 10 U.S. public accounting firm, needed a content strategy refresh to meet aggressive revenue goals for its audit, tax, and digital transformation business units.

The strategy: My agency, Tendo, recommended an audit of existing content—to determine its strengths, gaps, and alignment with business priorities—followed by a content strategy roadmap with prioritized recommendations. 

In phase 1, I audited 524 Crowe and competitor urls, using Tendo’s content scoring methodology. This approach revealed actionable insights on content quality and performance, including content gaps by audience and journey stage.

The results: In phase 2, I developed Crowe's 2022 content strategy roadmap, consisting of 84 content recommendations for the three BUs to execute over the next year. Recommendations included a detailed content repurposing strategy and high-level editorial themes and asset ideas.

Infoblox Content Maturity Assessment

The challenge: Infoblox, a growing IT automation, networking, and security company, needed to improve content effectiveness. Teams created content in silos and editorial planning was more reactive than strategic. Marketers needed better alignment and focus on the most impactful content initiatives.

The strategy: My agency, Tendo, recommended a content maturity assessment, which analyzes B2B enterprise organizations’ maturity across five pillars: strategy and planning, content creation, content architecture, content operations, and content optimization. As the content lead, I contributed to stakeholder interviews (sales, product marketing, and demand gen teams) and assessed Infoblox’s strengths and weakness across these five pillars.

The results:
I developed a 12-month content strategy roadmap with 16 recommendations to improve content collaboration and quality across teams. I also created three editorial themes to focus content creation on priority topics and business goals, with 64 content asset ideas within the themes.

Tendo ABM

The challenge: Tendo, a leading B2B content agency, need to win new accounts and expand existing ones to meet aggressive revenue goals. It’s traditional agency marketing and content initiatives were becoming less effective.

The strategy: Tendo’s executive team tasked me with developing an account-based marketing (ABM) program to pursue targeted B2B enterprise accounts for acquisition and expansion. I developed a three-tier account engagement strategy; set up goals, KPIs, and a reporting framework; and assisted business development leaders on account research and planning. I executed a multichannel ABM strategy that included personalized email, social selling, custom content and landing pages, and targeted LinkedIn and display ads (see example on left).

The results: In the first six months of the ABM pilot program, I executed 12 email campaigns (790 highly personalized emails sent) and four digital ad campaigns, generating $150,000 in pipeline.

Low-Income Solar and EE Marketing

The challenge: In 2017, the State of California’s new Low-Income Weatherization Program (LIWP) launched, offering no-cost residential solar PV and energy efficiency upgrades to qualified homeowners. The LIWP program administrator, Build It Green, needed to complete hundreds of projects and promote the program in the Los Angeles and Bay Area regions.

The strategy: I developed the LIWP marketing strategy and led a team of marketers and community outreach specialists. We tested and optimized a wide range of traditional and digital tactics: direct mail, email, Facebook ads, telemarketing, door-to-door canvassing, lawn signs and door hangers, community event marketing, and co-marketing initiatives with local governments, nonprofits, contractors, and real estate agents.

The results: These marketing efforts generated 3,328 leads and helped Build It Green achieve its program and project goals—on time and on budget.