KASIE DAILEY'S
PORTFOLIO MARKETING SERVICES DEVELOPMENT
TABLE OF CONTENTS A few stories from my inbound marketing strategies, tactics, and findings. ADIT VENTURES
CORE TECH
AXIOM SALESFORCE
PATRICK HENRY
NEON AMBITION
Late-stage venture capital
Managed Service Provider (MSP)
Sales enablement and SAAS
Private classical liberal arts college
SEO/PPC agency turned Hubspot Gold
KASIEDAILEY.COM
LET'S GET STARTED I'm a 7th generation Texan, born in Kerrville Texas, which is a quaint little town in the hill country. For fun I would write plays, assign roles to all the neighborhood kids, put them in costumes, and direct the stage. When I was satisfied with the efforts of my friends, I would create flyers, give them to all the adults, set up the stage, and narrate the show. Boredom begets creativity. Silly story to show you my innate traits of being a director: strategist, content writer, implementor, and promotions. Later, I became a single mom early in life and had to hussle. For the past 15 years, I've been rocking in sales, marketing strategy and service development, with an aim to integrate all three for total growth. I've worked with 70+ agencies and companies in a wide range of industries such as IT Services, Construction, Engineering, Manufacturing, Sales Enablement, Home Builders and Developers, Higher Education, and Financial. Most of the stories presented here are built in HubSpot, I’ve also used other marketing, website, and content platforms. Enjoy!
ADIT VENTURES THE TRUTH: Due to regulations, the financial industry tends trail in modern day marketing processes.
THE CHALLENGE: ADIT Ventures is a late-stage venture capital investment firm that had an outdated look, a manual sales process, and basic marketing.
THE SETUP: We aimed to refresh the brand and optimize their sales and marketing.
THE JOURNEY Audience
Strategy
The savvy, well-connected, long-time investor and the unaccredited millennial. The long time investor has their money focused on specific industries. The starting investor is trying to find out how to invest in specific companies that have not yet gone public.
Answer questions for both audiences across the buyers journey. Repurpose their existing research for modernized lead generation and nurturing. Industry research became eBooks for the long term investor. Portfolio research became whitepapers for the starting investor.
Tactics
Findings
Hubspot onboarding. Transformed their website on the HubSpot COS. Integrated and automated the HubSpot sales and marketing portals. Built their knowledge base with non-disclosed information. Created content offers, blogs, newsletters, workflow emails, and PPC.
Both old and new investors alike are truly impressed with Adit’s new website design and content. The streamlined sales process made it easier and faster to close deals. Even though this was not an SEO engagement, the traffic, lead quantity and quality all rose significantly.
ADITVENTURES.COM
CORETECH THE TRUTH Managed IT Services industry has embraced digital marketing and automation, and competition is hot.
THE CHALLENGE: Coretech is a leading MSP and IT Security vendor in Omaha, but their website and marketing did not show it.
THE SETUP: We aimed to rank for their target services in their local market, and give compelling offers for their leads to convert.
THE JOURNEY Audience Personas were broken into 4 categories: Owners of SMB without IT support; C-levels that had the role of IT Director lumped on them; IT Managers who needed more task rabbits; and Office Managers charged with vetting vendors.
Tactics Rebranded and built the website in the HubSpot COS. Developed targeted lead generating content offers and lead nurturing workflows. Automate the sales process from HubSpot to Connectwise.
Strategy Persona development. Optimize the website for local search. Create content offers to target each persona and various stages of the buyers journey. Streamline the marketing to sales handoff, and vice versa.
Findings Ranking for search in Omaha helped Coretech rank for a wider market reach. Traffic rose, quality leads rose, profits rose, enabling Coretech to grow their business.
CORETECH.US
AXIOM SALESFORCE THE TRUTH Axiom SFD developed their own sales enablement process and an application to support that process which could be integrated into Salesforce.
THE CHALLENGE: Axiom's website was built on a complicated platform and did not showcase their process in the best possible way.
THE SETUP: We aimed to make their unique solution easier to understand, their website easier to grow, create more content offers, and integrate leads into Salesforce.
THE JOURNEY Audience Their main persona is a Learning & Development Sales Training Leader under the admin burden of learning path and curriculum development, while also trying to manage the LMS because it isn’t integrated into the sales CRM.
Tactics Onboard HubSpot, integrate into Salesforce. Website content, design and development in the HubSpot COS. Lead generating content offers and lead nurturing workflows. Targeted LinkedIn promotions and event promotions.
Strategy Persona and messaging development, website rebranded to match. Define the messaging for their sales strategy and application positioning. Determine the flow of leads from marketing to sales via Hubspot and Salesforce.
Findings Less complicated website and solution + more robust content offers and targeted promotions = Higher percentage of closed deals and profits.
AXIOMSFD.COM/SALES-LEARNING-SOLUTION
PATRICK HENRY COLLEGE THE TRUTH PHC was founded in proxy by the Home School Legal Defense Association. All law students have an intership in Washington DC, and all law graduates get accepted in top ranking law schools. 12 Moot Court National Championships.
THE CHALLENGE: Although the school rivals the academic strentgh of ivy league colleges, the website design was antiquated with poor UX. They were also looking to enter more markets. The only conversion point was an application or call.
THE SETUP: We aimed to modernize their website, strategize new markets, and add more opportunities to convert at the top and middle buying funnel.
THE JOURNEY Audience The main persona was a top-ranking homeschool student (and their parents). We also researched private school students as a secondary marketing opportunity.
Tactics Rebranded and built the website in the HubSpot COS. Created lead generating eBooks and webinars and lead nurturing workflows.
Strategy Persona development. Growth-driven design plan to launch the enormous amount of content in stages. Give more awareness and consideration points of conversion throughout the site.
Findings Compelling content, visual storytelling, and more opportunites to engage solidified PHC's online presence and resulted in more online applications and enrolling students.
PHC.EDU
NEON AMBITION THE TRUTH The core team at Neon Ambition are Google veterans, very strong in SEO and PPC.
THE CHALLENGE: Thanks to SEO, Neon was ranking for "content marketing austin" but didn't have a complete content marketing division. The website needed redesigning, better positioning, in-depth optimization and more conversions.
THE SETUP: They asked me to direct the services for the new content marketing division for both the internal marketing at Neon and clients.
THE JOURNEY Audience
Strategy
The best content marketing (CM) customers for Neon were fellow marketers, either in-house managers or white-labeled agencies. Industry focus was narrowed down over time.Â
Define Neon's CM services and direct production with the creatives, SEO, PPC, and developers. Create repeatable processes and templates. Set pricing, build proposals, design presentations. Grow and train the CM team. Buyer personas and strategic decks.
Tactics
Findings
Coordinate website team: content, design, development, testing, lauch. Implement lead generating campaigns with creatives. Build all types of emails from start to finish. Post social and blogs. Coordinate campaigns with SEO and PPC teams.
Content marketing customers had the longest customer shelf life. Their renewals typically came with increased services to match their growing needs and proven ROI. Neon ranked HubSpot Gold within 2 years of starting content marketing services.
NEONAMBITION.COM
NICE WORDS FROM NICE PEOPLE
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EMAIL ADDRESS kasiedailey@gmail.com
PHONE NUMBER 281-808-7236