Marketing and Product Case Studies

Take a look at the results I’ve generated for clients.

Driving Marketing Growth and Revenue for B2B Clients

Generating $90 million in attributed revenue over an 8-10 year period.

Problem

My clients, primarily B2B companies, faced challenges in scaling their marketing efforts effectively. Many lacked the internal expertise or bandwidth to optimize their advertising campaigns, develop a cohesive content strategy, or implement SEO best practices. Additionally, some struggled with building high-performing marketing teams and creating frameworks for consistent lead generation and revenue growth.

These companies required a comprehensive marketing solution to accelerate their growth, improve ROI, and establish a scalable marketing infrastructure. Their core needs revolved around managing large marketing budgets, developing advertising strategies, and building a stronger digital presence.

Solution

As a marketing consultant, I provided strategic marketing services to address these challenges. My responsibilities included:

  • Strategic Budget Allocation: Managed a total marketing budget of $38 million, optimizing it across paid advertising (social, SEM, programmatic), SEO, content marketing, and email marketing.
  • Paid Advertising: Led the execution of high-impact paid advertising campaigns that spanned multiple platforms, including Facebook, Google, and LinkedIn, to maximize lead generation and conversion rates.
  • SEO and Content Marketing: Developed and implemented comprehensive SEO strategies, including technical audits, on-page optimization, and content creation to increase organic traffic, improve search engine rankings, and generate inbound leads.
  • Team Leadership and Growth: Worked closely with clients to build, mentor, and grow their internal marketing teams, focusing on improving skills in advertising, content creation, and marketing automation.
  • Performance Reporting and Optimization: Regularly reported performance metrics, actionable insights, and ROI to clients, ensuring transparency and continuous improvement in campaign effectiveness.
  • Client Relationship Management: Maintained strong relationships with clients by providing personalized support, guiding their internal teams, and ensuring strategies were aligned with their business goals.

Results

Over the course of 8 years, I delivered significant results for my clients, contributing to their growth and bottom line:

  • Revenue Growth: Generated a total of $90 million in revenue across all accounts, demonstrating a strong return on the $38 million marketing budget managed.
  • Client Retention and Satisfaction: Improved client satisfaction and retention through consistent communication, performance reporting, and optimization of marketing strategies.
  • Team Development: Led and grew client marketing teams, ensuring they were equipped with the skills and knowledge to continue scaling after initial engagements.

My work as a consultant helped these B2B companies overcome their marketing challenges and achieve sustainable, scalable growth across multiple channels.

Scaling Paid Social Strategy for a B2B Marketing Agency Post-iOS 14

$16 million in revenue and 30-40% margin through paid advertising.

Problem

The agency had heavily relied on search engine marketing (SEM) to drive consistent leads for their clients. However, after Apple’s iOS 14 privacy updates, which significantly impacted the effectiveness of Facebook and other paid social platforms, they faced a serious challenge in scaling their lead generation efforts. The diminishing returns from SEM and ineffective use of paid social media resulted in reduced lead flow and stunted revenue growth.

Despite attempting to adapt to the new landscape, the agency struggled to find a comprehensive and data-driven approach that would allow them to utilize Facebook and paid social in a cost-efficient and scalable way.

Solution

I was brought in to revamp their paid social strategy and manage their internal media buying team, overseeing a monthly budget of $1 million. My approach was to conduct an in-depth analysis of the agency’s previous campaigns, market positioning, and creative performance. Key aspects of the solution included:

  • Collaborative Team Management: Worked closely with media buyers, designers, and data engineers to align creative assets with high-performing audiences.
  • Strategic Campaign Optimization: Implemented dynamic audience testing across multiple verticals, leveraging AI-driven tools and manual insights to optimize for top-performing ad creatives, targeting, and bidding strategies.
  • iOS 14 Adaptations: Deployed server-side tracking and API integrations to mitigate the loss of visibility from iOS 14’s privacy restrictions, ensuring data continuity for precise ad targeting and performance analysis.
  • Cross-Platform Consistency: Developed a cohesive strategy that bridged paid social efforts across Facebook, Instagram, and LinkedIn, integrating SEM to complement paid social initiatives, resulting in a more holistic approach to digital marketing.

Results

Within 12 months, the newly implemented strategy yielded significant financial and operational improvements for the agency:

  • Return on Investment: Achieved a consistent 30-40% return on ad spend (ROAS), generating between $300,000 and $400,000 in net monthly profit.
  • Annual Revenue Impact: The strategy drove $16 million in annual revenue for the agency.
  • Adoption Across the Organization: Due to the success of the paid social strategy, my frameworks and best practices were adopted by other verticals and teams within the company, expanding its impact beyond the initial team I managed.

The success of this project positioned the agency for long-term sustainable growth, allowing them to diversify their lead generation channels and scale effectively in the post-iOS 14 era.

B2B SaaS Product marketing

Improved product adoption by 25% while increasing sales close rate by 20% and reducing sales cycle by 15%.

Problem

The B2B software company offered a proprietary lead generation and CRM solution, enabling clients to connect directly to our platform to receive and manage sales leads. While the platform had initially seen success, we began noticing concerning trends: customer retention rates were dropping, contract amounts were decreasing, and clients were struggling to fully utilize the product’s capabilities to generate high-quality leads and close deals effectively.

Key issues included:

  • Decreasing Product Retention: Clients were not renewing contracts at the expected rate due to underutilization of features, technical difficulties, and inadequate support in converting leads into actual sales.
  • Extended Sales Cycles: Clients were experiencing longer sales cycles, hindering their ability to close deals efficiently.
  • Underperforming Marketing and Sales Teams: Our marketing materials and collateral were insufficient for sales teams to effectively communicate the platform’s value to prospects, leading to decreased adoption rates.

Solution

I took on the task of addressing these pain points by implementing a multi-faceted approach that improved both the platform’s features and the marketing support provided to clients.

1. Enhancing Product Features and Usability

  • Calling Center Integration: We introduced an integrated calling center service to help our clients close leads directly through our platform. By offering this additional service, we provided clients with a more streamlined process for lead management, reducing the friction in converting leads into customers.
  • User Experience and Interface Improvements: Worked with the product development team to improve the overall interface and user experience, making it easier for clients to navigate the platform, utilize its features, and manage leads efficiently. This involved optimizing workflows, creating clearer reporting dashboards, and simplifying data entry processes to enhance usability.

2. Revamping Marketing and Sales Collateral

  • Marketing Materials for Sales Enablement: Developed new marketing collateral, including case studies, whitepapers, and product demos, that demonstrated the platform’s value proposition. This provided sales teams with better resources to present to prospects and existing clients, helping them understand how the product could drive growth and improve lead management.

3. Collaboration with Business Development

  • Data-Driven Insights for Business Development: Collaborated with the business development team to provide insights from marketing campaigns and customer behavior research. This data was used to refine our outreach strategies, allowing the sales teams to better target potential clients and upsell existing ones by showing real-world results from marketing efforts.

4. Closing the Loop Between Marketing and Product Development

  • Client Feedback Integration: Leveraged feedback from clients and marketing campaigns to inform product development priorities. By understanding what features clients needed most, we were able to continuously refine the platform and increase its utility for lead generation and sales closure.

Results

Within months of implementing these changes, the company experienced significant improvements in product adoption, client satisfaction, and overall sales performance:

  • 25% Increase in Product Adoption: The introduction of enhanced calling center services and UX improvements led to a 25% increase in product adoption. Clients were more engaged with the platform and saw the value in its full range of features.
  • 15% Reduction in Sales Cycle Length: The improvements in product usability, along with the revamped sales collateral, helped shorten the sales cycle by 15%. Clients were able to manage their leads more efficiently, leading to quicker deal closures.
  • 20% Increase in Sales Team Close Rate: The enhanced marketing materials, combined with real-time insights from the marketing and business development teams, empowered the sales force to close more deals. This resulted in a 20% higher close rate, boosting the overall performance of the sales team.

These efforts not only led to increased client satisfaction and retention but also positioned the company for long-term growth by delivering more value to its customers and optimizing the entire lead-to-close process.

AI Software Product marketing

Increasing product adoption by 75% and reducing churn by 30%.

Problem

The AI-driven marketing software, designed for agencies and businesses, was struggling to carve out a competitive advantage and achieve strong product-market fit. Despite a range of AI-based features, we faced challenges in gaining traction in a crowded marketplace. Adoption rates were low, and retention was slipping as clients found it difficult to differentiate our platform from competitors. As a result, both customer acquisition and long-term retention were underperforming, threatening the software’s growth potential.

Key challenges included:

  • Lack of Clear Competitive Differentiation: The software lacked standout features that set it apart from other AI marketing platforms, making it hard to gain market share.
  • Low Adoption and Retention: Users were not fully adopting the platform, and clients were failing to renew their contracts, leading to a high churn rate.
  • Ineffective Messaging: Our value proposition was not effectively communicated, leaving prospects unclear about how the software could address their specific pain points.
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Solution

To address these issues, I led a comprehensive initiative aimed at sharpening our competitive positioning, improving the product itself, and refining our go-to-market strategy. The solution was built on three main pillars:

1. Conducting Competitive Analysis and Developing Differentiated Features

  • Competitive Analysis: I conducted an in-depth competitive analysis to identify gaps in the market where our product could excel. By benchmarking our platform against competitors, we uncovered opportunities to enhance our feature set and position the software as a leader in the space.
  • Developing Standout Features: Based on insights from the competitive analysis and customer feedback, we developed key features that would set us apart, including:
    • SEO Optimization Tools: AI-powered SEO tools that helped agencies and businesses optimize their content and web presence.
    • Forecasting and Predictive Analytics: Advanced forecasting features that allowed users to predict campaign outcomes, budget needs, and future performance, making the platform indispensable for data-driven marketing strategies.
    • AI-Based Suggestions: An intelligence-driven feature that provided actionable recommendations to improve marketing campaign performance, based on real-time data.

2. Customer-Centric Development and Feedback Integration

  • Client Interviews and Demos: I actively listened to client demos and interviewed existing customers to gather insights into their challenges, unmet needs, and preferences. This direct feedback informed the product development process and allowed us to prioritize the most impactful features.
  • Intelligence Tools: Used AI and competitive intelligence tools to monitor market trends, identify customer pain points, and refine product development to better align with customer expectations.

3. Revamping Messaging and Website for Clearer Communication

  • Reworked Messaging and Targeting: We revamped our product messaging to better communicate the software’s unique value propositions. By clearly articulating how the platform addressed specific pain points for agencies and businesses, we made it easier for prospects to see the direct benefits.
  • Website Overhaul: The website was redesigned to reflect the new messaging, making it more user-friendly and focused on conversion. The updated site clearly outlined the product’s features, target audience, and use cases, helping prospective customers understand how our software could drive results.

Results

The combination of enhanced product features, customer-centric development, and improved messaging yielded significant results within months:

  • 100% Increase in Product Adoption: The introduction of new, differentiated features—such as SEO tools, forecasting, and AI-based suggestions—doubled product adoption rates. Clients saw immediate value in the platform’s ability to improve their marketing performance, leading to more frequent and deeper usage.
  • 50% Increase in Retention: By addressing client pain points more effectively and delivering real, tangible results through our improved features, we reduced churn and increased customer retention by 50%. Clients were more engaged with the platform, renewing their contracts and even expanding their usage.
  • Stronger Marketing Performance: With our adjacent efforts through SEO and rebranding, I helped increase our organic traffic 192%, website conversion rate by 3x, and MQLs by 41%

This strategic overhaul enabled the software to gain momentum in a highly competitive market, securing its place as a go-to solution for marketing agencies and businesses looking to leverage AI for enhanced results.

Growth chart

Finance SEO client

A personal finance company reached out to me to grow organically through search engine optimized blog content. I helped them rank for extremely competitive keywords, drive hundreds of new users per day, and greatly increase monthly revenue that stemmed from their blog.

Finance client

problem

The finance company had a fresh blog with little to no content, search engine presence, and traffic. They also did not understand how to properly research keywords/topics that would attract their buyer persona(s) or create high-quality articles.

results

  • Ranking on the first and second pages of Google for ultra-competitive terms that have up to hundreds of thousands of monthly searches.
  • 196% increase in organic traffic.
  • Indexed for 1,000+ new organic keywords.

solution

I referenced their buyer personas and internal data to research keywords and topics that would attract high-quality users, generate organic traffic, and establish authority. 

I regularly produced long-form content that was focused on solving search intent and matching the reader’s stage in the buyer’s journey. Appropriate lead magnets and offers were made based on these two elements.

We worked together for approximately 12 months on the project.

GQ Magazine sales copy

The men’s apparel company Pierro Shoes reached out to me to have their GQ Magazine sales copy written. I helped drive five figures in MRR and track sales from the advertisements.

Pierro Shoes GQ feature

problem

Pierro Shoes was a brand new men’s apparel company that was offered to be featured in GQ Magazine one month after launching. They required sales copy to be written for all three of their autumn/winter advertisements. The brand did not want to waste this opportunity to drive significant revenue and increase brand awareness.

results

  • $10,000+ in monthly revenue from each magazine ad.
  • Loyal recurring customers and referrals.
  • Increased brand awareness, direct website traffic, and social media followers.

solution

I studied their customer base, product, and industry to write sales copy that emotionally resonated with customers, displaying a clear value proposition, and positioned the product as luxurious and rare.

Additionally, I proposed they include a discount code and CTA only found in the magazine to track sales and increase conversions.

View the copy here.

SaaS startup organic growth

A SaaS company approached me to help them develop a content marketing strategy and produce monthly SEO blog content to increase organic traffic and inbound leads.

SaaS client growth

problem

As a new SaaS company, the startup had very little traffic, sales, and growth. They also did not have a clearly defined content marketing, lead generation, or SEO strategy. Their UVP and positioning also needed improvement.

results

  • 171% increase in traffic.
  • Blog posts and social media content generated a 5% conversion rate on cold traffic.
  • 131% increase in inbound leads from organic traffic.

solution

I consulted with the SaaS startup and helped them gradually optimize an effective inbound marketing and content strategy. We A/B split tested various channels, topics, and formats to determine the highest ROI approaches.

SEO blog posts were written by me on a weekly basis and backlinks were built through guest posting. I also created lead magnets that were engineered for different stages of the buyers journey to include in content.

I also aided in positioning the product to make it unique and deeply resonate with solving buyer persona pain points. 

Learn about my Toronto marketing consulting services.

Tech startup SEO content

A B2C technology company in my portfolio used my content writing and SEO services to greatly increase their blog traffic, domain authority, and sales.

Tech client data

problem

The technology client was not familiar with how to properly conduct content marketing—particularly blogging—to drive organic traffic and align it with their funnel. They had little to no search engine presence and traffic.

results

  • 200% increase in monthly organic traffic within 11 months.
  • 120% increase in inbound generated revenue.

solution

I carefully conducted competitive, content, and keyword research to create an effective blog strategy for my client. This was based on their niche, customer profiles, and goals. Findings were compiled into an editorial calendar and the SEO blog content campaign commenced.

B2C SEO retail content

A B2C retailer was interested in growing their blog to establish thought-leadership, drive inbound sales, and promote their products in a non-invasive way. So, they contacted me and we began a project to scale their blog.

B2C client

problem

Consumers are less responsive to ads and campaigns that are designed for everybody. They want to trust brands and learn from them before purchasing. The B2C retailer had little content and organic traffic coming to their website.

results

  • 198% increase in monthly organic blog traffic.
  • Consistent inbound opportunities for partnerships, advertising, and more stemming from the blog.
  • 142% increase in inbound revenue.

solution

I constructed an editorial calendar for the client based on their buyer personas, content guidelines, and other internal documents. These resources were used to find profitable search terms for each stage of the buyer journey. Content was produced for each buyer type.

Digital agency email Sales Copy

A local web design agency inquired to have a cold email outreach campaign written that would fill pipeline with hot leads and clients. Having multiple years of experience writing profitable cold email sequences, we began working together on this project.

Email outreach case study

problem

The web design agency relied completely on referrals and word of mouth completely to drive new business. They wanted to create a system that would continually fill their pipeline so they could scale and not rely on something fickle. 

They also did not know how to write cold emails that were compliant, personalized, and capable of moving leads further down the sales pipeline. The agency needed consulting on which tools to use, how to set them up, and integrate the templates I delivered.

results

The campaign achieved a 47.4% open rate, a 9.6% response rate, and a 3% conversion rate. 548 total emails were sent which resulted in 14 new clients spanning from $5,000–20,000/each.

solution

I wrote an eight-part cold email sequence with each message heavily customized to every lead. This maximized open, reply, and conversion rates.

The goals of the first email were:

  • Send a personalized message about the lead and how the agency discovered them.
  • Introduce the agency.
  • Use client names as social proof.
  • Elaborate on service benefits (while addressing ICP’s pain points) and state exact numbers like revenue/CRO increases.
  • End with a call to action.

While my client was able to generate a significant amount of opportunities from the first email alone, success is always in the follow-up. That’s why I designed the remaining follow-up email templates to:

  • Send industry-relevant content for feedback, providing value, and staying on the lead’s radar.
  • Ask if we were speaking to the correct decision maker and be forwarded to the right individual if not.
  • Make personal observations on the lead based on their social profiles.
  • And more.

Drinking my own champagne

You have to practice what you preach.

So, I’m going to be transparent about how I grew my copywriting agency through content marketing, SEO, and other strategies.

My analytics

problem

While I’ve been serving clients for 8+ years, my personal domain was brand new and had absolutely no traffic, authority, etc.

I needed to devise an inbound marketing strategy that would attract high-quality leads, increase brand awareness, and drive organic traffic automatically.

I also needed to design a website, map my services, flesh out a funnel, and gradually build a team.

results

  • 1,000~ users coming to my website every day.
  • Daily inbound inquiries for services.
  • Six figures in annual recurring revenue.

solution

I researched and created multiple buyer personas that matched my ideal client profile.  SEO keywords and content topics were then chosen to bring relevant users to my website.

The content was distributed and re-purposed across several channels, including email, social media, podcasts, videos, and more.

Lead magnets were offered and several automated funnels were set up to automatically offer more resources and pitch services to hot leads.

I only built high-quality backlinks through guest posting on relevant and large websites. Not only did this build my authority, keyword rankings, and search traffic but it also showcased my writing skill and expertise. It resulted in countless large projects and business opportunities for my agency.