Content Strategy & Brand Strategy — B2B/SaaS Case Study

Building a Marketing Department from Zero at a B2B SaaS Startup

CourtCall, a 100-person B2B/SaaS company offering a platform for remote court appearances, hired me as a marketing coordinator, later promoting me to marketing manager. I was the sole marketing hire during my six year tenure, working directly with the CEO and assisting various sales team members as needed. Among my accomplishments:

Launched CourtCall's First Email Marketing Program

I lobbied for a Mailchimp account upon learning the company had a 100,000+ customer list and no email marketing program in place. During my time there, I managed a variety of lists from existing customers to trade show leads, handled design of all templates, and wrote all copy.

CourtCall-Yoga.mp4

Social Media Activation

Previous social media activity was limited to various team members posting pictures of the office or branded swag. I focused CourtCall's channels on their target customers, attorneys using their product. Since the primary benefit of CourtCall was saving attorneys time (travel and wait times for brief courtroom visits could easily waste hours a day), I created many assets emphasizing those benefits to drive brand awareness and schedule paid remote appearances.

Sales Collateral Overhaul

When I arrived, the company had a bits of marketing and trade show collateral hastily thrown together by busy team members. This collateral focused on company-focused features such as technical specifications of their cameras and other details unhelpful in explaining to attorneys or correctional facilities how CourtCall solved their problems.

Working predominantly in Adobe Creative Suite, I created a variety of assets targeting the types of leads they were pursuing such as family courts, traffic courts, and jails. A variety of one-sheets, case studies, infographics, onboarding guides and other collateral were designed to assist in all parts of the sales funnel.

Left, case study detailing use of company's video conferencing platform in a civil trial.