Modern Demand Gen & Campaigns for a Virtual Receptionist & Chat Company
A 15-year old company on a mission to help small businesses grow through the power of personal connections, Ruby provides high-touch virtual receptionist and chat services.
The company had reached a tipping point when CMO Molly Moore brought me on as the Senior Director of Digital Marketing. Their tried and true marketing tactics (radio, direct mail, etc.) were achieving diminishing returns, and their brand was long overdue for a refresh.
My charter was to introduce a fresh approach to content, campaigns, and demand gen with the support of a small team of direct reports and contract resources. I quickly launched Ruby’s first integrated campaign for a new product line, live chat. I introduced a new look and feel; plus an approach to scaling content and channels, including paid social, display advertising, and more.
Focused on creating multiple smaller pieces of content and nurture streams from a single high-value gated asset to support inbound and outbound strategies—
Our flexible approach rapidly delivered performance improvements of 2-5X.
Soon, we replicated it for Ruby’s virtual receptionist services and verticalized campaigns.
We delivered five campaigns in less than a year.
We exponentially increased top-of-funnel lead generation with high-quality content, promotions, and landing pages; middle-of-the-funnel engagement with high-performance emails and offers; and bottom-of-funnel velocity +20% with a new interactive sales presentation, ROI calculators, and sales cadences.
All while supporting a range of high-impact programs.
Concurrently, I took a leading role in developing, implementing, and announcing Ruby’s rebrand while simultaneously creating a customer book club, introducing a referral and affiliate program, and supporting partner programs.
No one knows how to build and scale a B2B demand generation function, programs, and campaigns as quickly and successfully as Jessica.
She’s able to rapidly assess areas of opportunity, develop a strategy and action plan, and execute with precision— every time.
As an Executive Leader, knowing I can rely on Jess to deliver outstanding results and a return on marketing investment, I’d hire her again and again.
— Molly Moore, CMO, Ruby