Marketing Function & Funnel Stand-Up for a Digital Health Provider
Founded by a tech-savvy physical therapist and a patient, Keet offers MSK management and treatment software designed to bring patients, clinical providers, and self-insured employers together to produce better health outcomes.
In 2020, the startup was just hitting its stride when COVID struck. The company engaged me to create messaging and content for a “Keet for COVID” free offering named “Sentinel.” Soon, it became clear that there was a larger opportunity to create a marketing foundation that would help the young company reach its next level of maturity.
I was brought on as Executive Director of Marketing to build a high-performing team and function from the ground up. My first challenge was to uplevel the brand, without requiring a major overhaul of its branded platform or app. Working directly with a contract designer, I created an elevated look and feel that would inspire confidence in clients, prospects, and investors.
Building a foundation to support the next stage of growth
The next step was to develop a full suite of marketing assets, including a new website, explainer videos, and content for existing and new markets. At the same time, I began working on ICPs, buyer personas, buyer journeys, content, email campaigns, SEO, and advertising strategies for each of the company’s markets.
Concurrently, I led the implementation of a full martech stack; the development of branded emails and landing pages, and the architecture of a demand gen funnel—from lead stages and statuses to scoring models, attribution, and reporting systems. All the while, I was building out a small team of experts and relationships with contract specialists.
Rapidly filling the pipeline in existing and new markets
Prior to the website launch (six months after joining the team full-time), I initiated sales training, where I introduced a series of enablement materials to ensure departmental alignment, cohesive messaging, and optimal conversion of leads to clients. These included social selling materials, product and solution briefs, and high-impact first meeting decks for each market.
I launched multiple campaigns to assist sales in reaching goals, from the top to the bottom of the funnel, accelerating time-to-revenue. One innovative account-based marketing strategy resulted in dozens of first meetings and millions in sales pipeline in a new market, self-insured employers, within months.
Delivering a 10x ROI on marketing investment
In less than 6 months from hire, I stood up a high-performing marketing function and team. Between the launch of the new site and campaigns at the end of Q1 ‘21 and the end of Q2 ‘21, I delivered a 10X ROI on H1 marketing investment, generating millions of dollars in pipeline and bookings to catapult the business forward.