Instituting a B2B Marketing Funnel & Pipeline for a (Health) Tech-Enabled Services Provider

On a mission to create a new kind of care built on human connection—Papa helps health plans and employers connect members and their families to real people for help with companionship, everyday tasks, transportation, and more.

 
 
 

In mid-2021, Papa achieved a Herculean feat—reaching unicorn status by offering in-person companion care via a nationwide network of “Papa Pals” to mostly older adults amidst a global pandemic. Realizing that human connection was more important than ever, they went virtual, weathering the storm and growing in its wake. 

After reaching Series C, Papa brought on their first CMO to expand on their sales-driven client acquisition and retention strategy. I joined as VP of Enterprise Marketing to institute its B2B marketing function and augment the sales pipeline via a multi-channel approach to brand awareness and demand generation.

 
 
 
 
 

Upleveling the brand to support the company’s position as a category leader.

 

  • Updated messaging & tagline

  • Revamped visual identity system

  • Expanded & elevated B2B/B2C website

  • 3 brand videos curated by the audience

  • 40+ new pieces of content spanning 3 markets

  • Integrated campaigns across marketing channels

  • Comprehensive set of sales enablement materials

  • Brand center and templates for organizational success

  • Internal and external launch strategy and comms

In conversations about its Series D, one of the company’s most pressing needs was a brand refresh to cement its position as the leader of a new category. Working with the CMO, I led an end-to-end brand refresh and website overhaul. In less than six months, I re-launched both, delivering:

 
 
 
 

Building a B2B marketing funnel and pipeline to augment sales efforts

 

Pairing the brand and website relaunch (April 2022) with a robust strategy covering the entire buyer journey—

I generated >$15M in marketing-sourced pipeline and influenced millions more before EOY.

I deployed the company’s first-ever B2B SEO, SEM, and social media campaigns, along with managing paid sponsorships, content syndication, and events.

 
 
 

  • Bolstering Papa’s brand presence with original photography/videography

  • Shining a spotlight on Papa’s health plan members and Pals via storytelling

  • Implementing innovative content strategies to build an owned audience of subscribers

  • Planning and managing Papa’s inaugural client summit, Pathfinders, from end-to-end

  • Optimizing programs and campaigns to increase performance and reduce costs

  • Launching account-based marketing strategies and pilots

  • Implementing reporting dashboards and processes for organizational visibility

At the same time, I stood up Papa’s MarTech stack, email nurture campaigns for each market, and best practices for lead stages, statuses, scoring, and handoffs between marketing and sales. Since then, I have continually expanded on and evolved Papa’s B2B brand and marketing strategy:

 
 
 
 

Assuming leadership of marketing as interim CMO in an expanded role

In January 2023, I was promoted from VP to SVP of Enterprise Marketing, shortly before assuming leadership of the entire marketing function in March 2023 after the CMO left for a new opportunity. 

I continue on to lead Papa’s marketing team, overseeing enterprise marketing (brand, content, design, campaigns, marketing operations); communications (internal, external); product marketing, and member marketing.

 

Jess partnered with my large Sales organization to drive results through targeted content and winning campaigns. She was our most powerful asset and never stopped the idea machine. She’s the best at what she does and a strong Sales partner.

— Chuck Hector, CRO, Papa