I worked with Community Infusion Solutions to help stand up their Hubspot platform and create some inbound content. This was a short engagement but we managed to do some amazing work. Standing up the Hubspot sales portion of the platform was a piece of cake, we cleaned up the data and imported their database into the system, then set up a few nurture streams in the automation area in Hubspot. In order to drive traffic we interviewed one of their clients, a hospital system in the midwest, and created a very thourough case study around the value infusion solutions has to rural health care systems. I also worked with them to manage their existing wordpress website.
I joined BioResearch Associates, Inc. as an opportunity to expand my career in title and role. As the marketing director I was charged with building the entire marketing function of the business. The company had a new ERP/CRM called Odoo, but the learning curve was steep on the marketing side of that system. In short order I created a two year marketing plan which included a new WordPress website that would carry our content, and with no true e-commerce directive it would function perfectly. After creating all the content, product pages, we launched the website. Our sales/marketing strategy was 90% focused on selling from the podium with key opinion leaders in the physiologic dental specialization, so that meant creating a content strategy to focus on that segment of the dental industry. With north of 180k dental practices in the country claiming to treat things like TMJ, TMD, and other forms of jaw joint disfunction we saw blue ocean ahead. We quickly realized after several marketing/sales planning sessions that we needed to truly nail down who are target audience was and fine tune our messageing and channel strategy to reach a small group of specialists that loved what they did and were essentially the most intelligent doctors in the business of dentistry. We created personas to model against, and then I stood up a marketing automation system with an open source called Mautic, which worked well. We were able to track each conversion back to a white paper, social post, or journal article. Once a certain point threshold was reached I’d send the MQL to sales with an explanation as to why they needed to be contacted and a history report as to their activity on our website. For the first time in 64 years, leads were coming from the internet. I was also the lead on the BioResearch annual conference, although we all worked on it together. I wanted to video and live stream the sessions to a page on our website where we charged a reduced rate to view the live stream. I used OBS and streamed the video to a gated page on our website, and then created funnel pages and check out pages, a dedicated product in Odoo and we were in business.
At Trico Corporation I was hired to stand up an inbound marketing program and generate leads, as well as, build out an e-commerce website and promote lubrication management products for sale on line and through distributors. During my engagement there I became somewhat of a subject matter expert and became Machinery Lubrication Technician Level 1 certified. We embarked on the process of creating several videos, social media posts, and an e-commerce website that was so successful that the distribution network convinced our leadership team to take the e-commerce piece down. We put on a global conference every 2 years, with several hundred clients from around the world. During the conference I was asked to put together a session on digital marketing, which went over very well.
We used a vendor to create the motion graphics that was outstanding to work with.
I was also responsible for some of the product photography and graphic design
Local Matters Digital
Local Matters Digital was a start up by Bliss Communications, that existed to help a family of newspaper companies catch up to the digital age. I was brought in as a consultant to organize and structure the business. Once the business was up and running my role was to help teach legacy newspaper sales people how to sell and promote digital to their existing customers and find new ones. We created locamattersdigital.com and worked with a firm to white label our production. We rented some hotel meeting space and put on a digital marketing conference, the first one being in Janesville, WI. We walked away with more than 200 leads, and soon started making deals for websites, advertising, and social media management. In the first few months, we sold more than $200k in digital services and our white label firm was stretched thin as they didn’t expect us to do so well. I repeated this process in other areas in Wisconsin and helped set up and train sales people.
