Business Development had proven early demand for a new packaged, concierge-level offering through an MVP test — 20+ qualified opportunities at a $6K average deal size — and marketing was asked to turn that signal into a repeatable lead-generation motion. It was a brand-new product category, launching alongside a separate new CTV product at the same time, which meant messaging, positioning, and go-to-market operations all had to be built from nothing, simultaneously.
I worked with RevOps and Business Development to define the target customer, then mined our CRM and supplemented it with new prospect data to build the lists an SDR team could work. I wrote and built the outbound email sequences using a hand-crafted, high-touch approach alongside our SDR manager, and ran one-to-many campaigns into partner networks identified as ideal fits — including two major real estate networks and a mortgage partner — generating hundreds of inbound demo requests with no SDR involvement.
I also built the website content and messaging, trained the sales and SDR teams on the new positioning, and built the pipeline-tracking framework I reported against to the CRO.