Building a Marketing Program to Drive 6x Sales Qualified Leads

A B2B SaaS startup needed a marketing program to generate more qualified leads. Sales were strong, but the company needed more sales qualified leads coming from marketing to keep pace with that growth.

As fractional marketing director, I built the marketing program from the ground up. I started in discovery, analyzing existing performance data, evaluating tech stacks, interviewing superuser customers, and conducting a customer survey. With those insights, I developed a lead generation strategy which included brand and messaging refinement, website improvements, paid search ads, LinkedIn organic marketing, multiple email marketing campaigns, and content marketing. I built out lead generation infrastructure in HubSpot - lead magnet funnels and evergreen email campaigns for demo and free-trial flows, oversaw the development of key landing pages and the technical integration with HubSpot, and managed a mix of contractors and full-time staff to keep production moving. I met frequently with leadership to report on performance and adjust strategy to accommodate business needs.

TeamAlert gained a complete, repeatable marketing program — from brand messaging to lead generation infrastructure — giving their sales team consistent marketing support for the first time. Over 9 months, sales qualified leads jumped 6x as a result of cumulative marketing efforts. Sales representatives continually praised the quality of leads coming in, remarking that the conversations involved less explaining and more selling.