Regroup
As Vice President of Marketing at Regroup Mass Notification, I modernized the company's go-to-market and demand generation strategy to reignite growth. Even as the mature SaaS platform was facing new startup competition, my efforts grew marketing-sourced new business from under 12% to over 70% between 2017 and 2020.
Reigniting Growth Through Modernization
Regroup Mass Notification is a mature, established SaaS platform that had plateaued as an increasingly crowded field of startup competitors ate into its growth. The company needed to modernize its digital presence and revenue generation strategy to compete. With the technology and campaigns I implemented, Regroup grew marketing-sourced new business from under 12% in 2017 to over 70% in 2020.
How I reignited growth at Regroup:
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Marketing Automation & ABM: Implemented Pardot* marketing automation platform to leverage data within the organization's Salesforce CRM and launch multi-channel integrated campaigns spanning lead capture, nurture, engagement, and sales enablement
(*Pardot is now called Salesforce Marketing Cloud Account Engagement)
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Demand Generation: Created and launched digital advertising campaigns across Google Ads, Bing, and LinkedIn to target defined buyer personas through paid search, display, retargeting, and content marketing
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Market Research & Strategy: Managed market research projects and performed data analysis to define the company's strengths and opportunities, identifying additional target industries to pursue
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Content & Thought Leadership: Managed and developed content and collateral including blogs, white papers, webinars, video, and more to position Regroup as a seasoned thought leader in the business continuity and disaster recovery space
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Customer Advocacy: Engaged current clients to capture their most compelling success stories about using Regroup to keep people safe and informed during fires, tornadoes, campus emergencies, and the COVID-19 outbreak
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Events & Field Marketing: Selected and managed our exhibitor presence at key industry events to highlight Regroup's longevity, value, stability, and commitment to a market being flooded with newcomers
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Awards & Credibility: Applied for and won nearly a dozen industry-related awards, reinforcing Regroup's superiority and credibility to prospective clients
Work Samples
I interviewed clients & wrote their stories to expand Regroup's market presence.
Wrote and directed the development of sales enablement collateral for new products and features.
Interviewed, wrote, and directed the design of dozens of case studies.
Tactfully telling government client stories to build credibility.
Feature-specific sales enablement materials for sales.
Field Marketing
Inclined's annual event calendar included booth presence at industry events, hosted webinars to support channel development, and bespoke sponsored networking events designed to deepen relationships with our B2B channel partners.
Webinar with an Industry Leader and Key Channel Influencer
Hosted Lunch Sessions with Sales
Case Studies
I interviewed clients and channel partners and carefully wrote their stories to amplify Inclined's impact. Technical case studies were developed in partnership with our Operations and Product teams.
Linda's iLOC Success Story (B2C)
Jeremy's iLOC Success Story (B2B)
Technical Case Study - Financial Outcomes
Media Coverage
I oversaw media engagement efforts that raised awareness of Inclined in the broader fintech space, supporting key business partnerships and major company milestones.
Coverager: Inclined Launches App for Cash Value Access
Insurtech Insights: Inclined Raises Series B Round
Crunchbase: Inclined Offers Solution Typically Reserved for the Wealthy