iDrive Logistics gives eCommerce transport and achievement options, together with entry to the most effective transport charges by means of their software program (accessible to each 3PLs and types), warehousing, returns, freight, price optimization, provider contract evaluation, and extra.
The iDrive group has deep roots and information from firms equivalent to UPS, and has negotiated greater than $5 billion in transport spend since their founding in 2008.
They leverage economies of scale and their deep expertise within the transport trade to get the most effective charges accessible from FedEx, UPS, USPS, DHL, the Amazon Transport Community, and extra.
iDrive additionally works with prospects to optimize their transport cart UX and has a community of 20+ warehouses that make the most of iDrive’s aggressive transport charges.
In April 2024, iDrive Chief Working Officer Brett Haskins reached out by way of my web site contact type to get some assistance on the advertising and marketing aspect, and we agreed I’d step in as their fractional CMO to get the group and processes arrange. On the time, I wasn’t accessible to get began straight away, so we kicked off 2 months later in June 2024.
Right here’s a testimonial from Brett as of January 2025, six months later;
Merely put, Rachel is a “employed gun” for early to mid-stage tech advertising and marketing firms. There may be no substitute for her expertise and familiarity with the strategies and instruments required for contemporary advertising and marketing. Her community of contractors and area specialists helped us execute shortly and decisively on our roadmap milestones.
As a COO, my position spans departments and disciplines. I depend on extraordinarily sensible, competent individuals in key roles to offer know-how and management and Rachel isn’t any exception. She shortly gauged the place we had been and what wanted to be carried out and began to implement her playbook to construct a strong advertising and marketing basis. She works shortly and communicates successfully. Regardless of having a strong playbook, she adapts properly and thinks exterior of the field to resolve distinctive enterprise issues.
If there was one space that Rachel could possibly be a little bit extra educated in, it might be AI, however that being stated, realizing her aptitude for studying, I think about she might be an professional at that too very quickly. In abstract, Rachel is a uncommon breed of marketer and a panacea for these fortunate sufficient to seek out her.
Right here’s what the primary six months of setup regarded like, adopted by what’s left to come back.
Onboarding the group
All through the seven months (up to now) I used to be with iDrive, I onboarded the next key roles.
- search engine optimisation guide – Technical and ongoing on-page search engine optimisation
- Freelance author – Articles and internet copy
- Multimedia company – Case research packages, branding (ie. webinar decks), and content material repurposing
- E mail outbounds infrastructure guide – Arrange outreach inboxes and course of for gross sales, repaired inboxes with excessive spam scores
- PR guide – PR technique and administration
- Editor and content material mission supervisor (in progress)
The important thing factor that enabled me to construct with largely contractors was that they already had a full-time, on-site advertising and marketing supervisor who was on high of all of our processes, cross-team interactions, and prospects. She additionally knew find out how to handle our complicated buyer database in HubSpot, the nuances of various knowledge factors, and the way every motion reacted with different groups. For instance, there was a buyer property that needed to be tagged a sure approach to make sure the gross sales group didn’t contact somebody already in a advertising and marketing sequence.
The advertising and marketing supervisor was instrumental in getting the whole lot operating easily, as she was the individual I labored with to arrange the processes and brainstorm technique (she had deep perception into what would and wouldn’t work primarily based on the corporate arrange and politics). Transferring ahead, I imagine she is well-equipped to maintain the group operating easily with the sources we’ve put in place.
Constructing the fundamentals
The primary one to 2 weeks of my contract was spent spent interviewing inner group members, attending to know the instruments and processes in play on the time, and lining up buyer interviews. At this stage, earlier gross sales calls weren’t as related as iDrive was shifting their mannequin away from being a transport price supplier to virtually a 4PL.
Nonetheless, as an alternative of incomes on companies, iDrive earns when manufacturers choose to ship with our charges, which are sometimes essentially the most aggressive choice accessible (and the way our charges find yourself being chosen). Our margins are already constructed into the charges that manufacturers see, so after they select an iDrive label they know what they’re getting.
Then we set to work organising the muse for the advertising and marketing group. This included:
- Establishing Asana as our mission administration instrument
- Transferring to HubSpot from their former disjointed CRM
- Finalizing the WordPress web site (extra on that under)
- Establishing GA4 and the HubSpot experiences dashboard
- Constructing a welcome e mail sequence, and launching the e-mail e-newsletter
Tech stack
- Asana – Challenge administration
- HubSpot – E mail, CRM, analytics and KPI monitoring, touchdown pages, kinds
- WordPress – Web site (we moved from Webflow)
- Hotjar – Session monitoring, AB testing
- Riverside – Podcast recording instrument we repurposed for webinars
A brand new web site launch
First precedence was the web site, search engine optimisation, and alongside that managing e mail outreach distributors.
Updating all previous blogs; deleting what wasn’t related or getting any site visitors, deciding what to maintain and replace, creating mission briefs for the updates, sourcing and testing writers, discovering one which labored very well, executing the updates, managing search engine optimisation checks on them, and many others. The web site was the most important endeavor, because it concerned updating all of our previous blogs which had been largely brief and below a distinct model, alongside new blogs that wanted to be created.
Transferring from Webflow to WordPress; we discovered that Webflow had limitations when it got here to search engine optimisation, a lot of which had been highlighted by our search engine optimisation guide. I’m glad I set to work with Webflow to study extra about it, however as with all my different purchasers, I proceed to suggest WordPress.
Testing and CRO; As soon as our new web site was launched and all technical search engine optimisation gadgets resolved, we used our analytics instruments and session monitoring instruments to seek out the place guests had been dropping off to “plug the holes.”
Creating extra bottom-funnel content material; this included case research, lead magnets, and something that might persuade a customer to both contact us or join our e-newsletter. We wished a technique to seize extra emails so we might nurture them as properly.
Mapping our purchaser journey
After facilitating buyer interviews, speaking to customer-facing group members, and brainstorming with totally different division heads, we had been in a position to map out the customer journey and key steps by means of acquisition, activation, and retention.
Right here’s a tough overview of how we determined to consider totally different pipelines.
Lead seize
- Lead
- MQL
- SQL
- Pitched
- Closed gained
Onboarding
- Contract despatched
- Contract signed
- Account creation
- [Key activation step]
- First order despatched
- First bill paid
Misplaced
- Unqualified
- Closed misplaced
- Revisit
- Churned – Inner
- Churned – Exterior
Shifting from outbound to inbound
Once I first joined, I used to be handed two outbound e mail company relationships to start out testing. One in every of them supplied as many emails as they might discover and relied on quantity to study the place to optimize and get leads. The opposite is extra mature, and supplied a fraction of the emails however promised a extra sophsiticated e mail optimization software program and gross sales course of.
We shortly discovered that the inbound leads we began getting from the web site and content material had been “1000x higher” than those we had been getting from automated chilly emails, and didn’t renew our contracts with them.
A part of the difficulty was when working with an organization or company to do outbound emails, you don’t get to decide on your account supervisor. When that course of is in-house, you may filter for precisely who you rent to symbolize you in chilly outreach. Companies aren’t practically as private or cautious together with your model or outreach goal choice, and we had been unfortunate sufficient to get an initially unresponsive account supervisor who threw our progress off by a month.
We ended these contracts after three months, and determined to deal with inbound and nurture channels as an alternative. This included;
- Getting extra case research and social proof; I needed to discover a approach the group might shortly and simply get efficient case research printed.
- Creating lead magnets we might leverage for inbound and outbound; we would have liked one thing that we might divulge to showcase our experience and professionalism.
- Establishing emails; we launched an e mail e-newsletter, arrange an automatic welcome e mail for the e-newsletter, and began engaged on an onboarding e mail sequence.
- Mapping the customer journey (talked about above); We mapped the customer journey to seek out out what our “set off phases” had been to get prospects to transform and attain out to contact us, and find out how to get them from contact to contract signed.
Nonetheless, the acquisition group didn’t abandon outbound fully. Gross sales nonetheless did their very own extremely customized outreach to some dozen accounts per day.
We introduced on Michael Folling, whom I had labored with up to now, to create a straightforward course of that used our current instruments.
Abstract: Gross sales would attain out with an alternate however comparable e mail area, replies would go to their fundamental inboxes for subsequent conversations. All emails, together with the preliminary outreach, could be logged in HubSpot and tied to the right salesperson, as we will affiliate a number of emails with one person.
Establishing a case research cadence
I introduced on a digital company to streamline our case research creation course of, so we’d solely must get a buyer on the cellphone and document the interview.
One video recording of a buyer interview grew to become:
- An edited recording of the total interview to be printed on YouTube
- An edited transcript to be printed on the weblog with the YouTube video embedded
- A case research write-up to be printed on the weblog
- Video snippets of key quotes and ideas to be shared on social media
- Quote graphics from the audio system to be shared on social media
Creating lead magnets
We launched two webinars; one on transport cart optimization, and one other on find out how to perceive your transport price contracts. This could cowl each of our main strains of enterprise (transport charges/achievement, and contract negotiation).
The webinars had been promoted on;
- Our e-newsletter
- Social media
- LinkedIn paid advertisements
- Chilly e mail outreach from our group (and any e mail outreach companies we had been utilizing on the time)
Extra vital than the registrants for the reside occasions, the recordings gave us a helpful lead magnet to repurpose into blogs, clips, social posts, PDFs, and extra.
After the webinars, the recording edited and printed on our weblog, together with a type to fill out to obtain the slides. This could permit us to proceed capturing emails from these most .
The recordings had been additionally shared with our gross sales group for his or her use in closing offers.
Lastly, we repurposed the webinar matters and had been ready to make use of the clips, photos, and PDFs to generate much more leads throughout extra channels, from paid advertisements to natural social.
Constructing out nurture channels
In keeping with our push for inbound natural acquisition, we wished to enhance our nurture channels. This included creating an e mail e-newsletter, a e-newsletter web page the place guests might join, prompts to enroll to the e-newsletter throughout the web site, and an automatic welcome e mail.
One of many techniques that proved profitable in growing our e-newsletter subscriber price was webinars. We observed a bump in subscribers after our first two “check” webinars talked about above.
Within the coming months, as soon as a brand new product platform is launched, we additionally plan to construct out an automatic onboarding sequence that may hold customers returning to their dashboard.
Preliminary outcomes
Though not but the well-oiled machine that may scale the corporate over the subsequent few years, we’re definitely getting the proper instruments in place for higher visibility and extra organized processes. General I’m extremely proud of the group and sources we’ve put in place.
Since I joined simply as a brand new enterprise mannequin was launching, I ended up constructing from scratch. So I can say that the next progress (below the brand new 3PL-forward mannequin) happened below the group we put collectively.
- We grew the e-newsletter to greater than 1,000 subscribers. Remember lower than six months in the past, that quantity was zero.
- Inside 40 days from the brand new web site launch, we received two inbound leads that transformed to contracts signed/prospects. One transformed in lower than 40 days. Since 2008, this consumer had by no means obtained an inbound type fill that transformed to a deal. Inbound leads have been coming in steadily since then.
- We additionally noticed a very good bounce in session site visitors that has since leveled out, with natural search as the highest site visitors driver.
Transferring to the subsequent section: PR, product-led, and referrals
At the start, I centered on constructing the groundwork for iDrive’s advertising and marketing arm. This included our processes, tech stack, key individuals, and my information and understanding of the model.
Whereas that was taking place, I started optimizing our content material, together with updating the web site, guaranteeing we had been properly positioned for search engine optimisation, and updating all of our previous and irrelevant blogs (deciding whether or not to maintain, replace, or delete in a content material audit). That is additionally once I began prioritizing case research as key items of content material for our conversions and gross sales group.
As soon as that was underway, we began positioning ourselves as specialists with occasions, and creating lead magnets utilizing the recordings and slides. At this level we began noticing the bump in e-newsletter signups that indicated higher model recognition, but a low webinar registration conversion price.
This led us to theorize we had but to construct our model recognition and belief, which is after we determined to look to PR as our subsequent goal. Again in January, we received our first large PR win when our guide received iDrive President Glenn Gooding an interview and quote on Bloomberg.
Along with PR, whereas this was taking place the group was additionally engaged on a brand new platform rollout. With that on the horizon, we now should additionally begin getting ready to check product-led advertising and marketing, equivalent to:
- Providing free instruments that require an e mail to entry the outcomes
- Constructing integrations with different tech platforms and doing joint promotion (in-app and co-marketing)
- Offering a sandbox or demo to play with on the web site, with a straightforward sign-up movement after (for instance, prompting them to “save your knowledge, create an account”)
Lastly, I’d wish to get a formalized referral program in place after hammering out the principles and rewards. That is largely as a result of it’s been such a viable supply of high quality leads that convert primarily based on all the buyer interviews I’ve performed.
Fortunately for everybody, iDrive ended up extending their contract indefinitely, so we’ll be working collectively on all the above and extra all through the subsequent 12 months.
I anticipate to have the ability to hand off the CMO position as soon as now we have dependable sources in all the key progress channels we determine to put money into on an ongoing foundation. I do know when a job is properly carried out as a result of by the top of it, my day-to-day execution is free and clear, and most of my time is spent course setting, correcting, and reviewing.
Keep tuned for extra in 2025!
You might also like
iDrive Logistics gives eCommerce transport and achievement options, together with entry to the most effective transport charges by means of their software program (accessible to each 3PLs and types), warehousing, returns, freight, price optimization, provider contract evaluation, and extra.
The iDrive group has deep roots and information from firms equivalent to UPS, and has negotiated greater than $5 billion in transport spend since their founding in 2008.
They leverage economies of scale and their deep expertise within the transport trade to get the most effective charges accessible from FedEx, UPS, USPS, DHL, the Amazon Transport Community, and extra.
iDrive additionally works with prospects to optimize their transport cart UX and has a community of 20+ warehouses that make the most of iDrive’s aggressive transport charges.
In April 2024, iDrive Chief Working Officer Brett Haskins reached out by way of my web site contact type to get some assistance on the advertising and marketing aspect, and we agreed I’d step in as their fractional CMO to get the group and processes arrange. On the time, I wasn’t accessible to get began straight away, so we kicked off 2 months later in June 2024.
Right here’s a testimonial from Brett as of January 2025, six months later;
Merely put, Rachel is a “employed gun” for early to mid-stage tech advertising and marketing firms. There may be no substitute for her expertise and familiarity with the strategies and instruments required for contemporary advertising and marketing. Her community of contractors and area specialists helped us execute shortly and decisively on our roadmap milestones.
As a COO, my position spans departments and disciplines. I depend on extraordinarily sensible, competent individuals in key roles to offer know-how and management and Rachel isn’t any exception. She shortly gauged the place we had been and what wanted to be carried out and began to implement her playbook to construct a strong advertising and marketing basis. She works shortly and communicates successfully. Regardless of having a strong playbook, she adapts properly and thinks exterior of the field to resolve distinctive enterprise issues.
If there was one space that Rachel could possibly be a little bit extra educated in, it might be AI, however that being stated, realizing her aptitude for studying, I think about she might be an professional at that too very quickly. In abstract, Rachel is a uncommon breed of marketer and a panacea for these fortunate sufficient to seek out her.
Right here’s what the primary six months of setup regarded like, adopted by what’s left to come back.
Onboarding the group
All through the seven months (up to now) I used to be with iDrive, I onboarded the next key roles.
- search engine optimisation guide – Technical and ongoing on-page search engine optimisation
- Freelance author – Articles and internet copy
- Multimedia company – Case research packages, branding (ie. webinar decks), and content material repurposing
- E mail outbounds infrastructure guide – Arrange outreach inboxes and course of for gross sales, repaired inboxes with excessive spam scores
- PR guide – PR technique and administration
- Editor and content material mission supervisor (in progress)
The important thing factor that enabled me to construct with largely contractors was that they already had a full-time, on-site advertising and marketing supervisor who was on high of all of our processes, cross-team interactions, and prospects. She additionally knew find out how to handle our complicated buyer database in HubSpot, the nuances of various knowledge factors, and the way every motion reacted with different groups. For instance, there was a buyer property that needed to be tagged a sure approach to make sure the gross sales group didn’t contact somebody already in a advertising and marketing sequence.
The advertising and marketing supervisor was instrumental in getting the whole lot operating easily, as she was the individual I labored with to arrange the processes and brainstorm technique (she had deep perception into what would and wouldn’t work primarily based on the corporate arrange and politics). Transferring ahead, I imagine she is well-equipped to maintain the group operating easily with the sources we’ve put in place.
Constructing the fundamentals
The primary one to 2 weeks of my contract was spent spent interviewing inner group members, attending to know the instruments and processes in play on the time, and lining up buyer interviews. At this stage, earlier gross sales calls weren’t as related as iDrive was shifting their mannequin away from being a transport price supplier to virtually a 4PL.
Nonetheless, as an alternative of incomes on companies, iDrive earns when manufacturers choose to ship with our charges, which are sometimes essentially the most aggressive choice accessible (and the way our charges find yourself being chosen). Our margins are already constructed into the charges that manufacturers see, so after they select an iDrive label they know what they’re getting.
Then we set to work organising the muse for the advertising and marketing group. This included:
- Establishing Asana as our mission administration instrument
- Transferring to HubSpot from their former disjointed CRM
- Finalizing the WordPress web site (extra on that under)
- Establishing GA4 and the HubSpot experiences dashboard
- Constructing a welcome e mail sequence, and launching the e-mail e-newsletter
Tech stack
- Asana – Challenge administration
- HubSpot – E mail, CRM, analytics and KPI monitoring, touchdown pages, kinds
- WordPress – Web site (we moved from Webflow)
- Hotjar – Session monitoring, AB testing
- Riverside – Podcast recording instrument we repurposed for webinars
A brand new web site launch
First precedence was the web site, search engine optimisation, and alongside that managing e mail outreach distributors.
Updating all previous blogs; deleting what wasn’t related or getting any site visitors, deciding what to maintain and replace, creating mission briefs for the updates, sourcing and testing writers, discovering one which labored very well, executing the updates, managing search engine optimisation checks on them, and many others. The web site was the most important endeavor, because it concerned updating all of our previous blogs which had been largely brief and below a distinct model, alongside new blogs that wanted to be created.
Transferring from Webflow to WordPress; we discovered that Webflow had limitations when it got here to search engine optimisation, a lot of which had been highlighted by our search engine optimisation guide. I’m glad I set to work with Webflow to study extra about it, however as with all my different purchasers, I proceed to suggest WordPress.
Testing and CRO; As soon as our new web site was launched and all technical search engine optimisation gadgets resolved, we used our analytics instruments and session monitoring instruments to seek out the place guests had been dropping off to “plug the holes.”
Creating extra bottom-funnel content material; this included case research, lead magnets, and something that might persuade a customer to both contact us or join our e-newsletter. We wished a technique to seize extra emails so we might nurture them as properly.
Mapping our purchaser journey
After facilitating buyer interviews, speaking to customer-facing group members, and brainstorming with totally different division heads, we had been in a position to map out the customer journey and key steps by means of acquisition, activation, and retention.
Right here’s a tough overview of how we determined to consider totally different pipelines.
Lead seize
- Lead
- MQL
- SQL
- Pitched
- Closed gained
Onboarding
- Contract despatched
- Contract signed
- Account creation
- [Key activation step]
- First order despatched
- First bill paid
Misplaced
- Unqualified
- Closed misplaced
- Revisit
- Churned – Inner
- Churned – Exterior
Shifting from outbound to inbound
Once I first joined, I used to be handed two outbound e mail company relationships to start out testing. One in every of them supplied as many emails as they might discover and relied on quantity to study the place to optimize and get leads. The opposite is extra mature, and supplied a fraction of the emails however promised a extra sophsiticated e mail optimization software program and gross sales course of.
We shortly discovered that the inbound leads we began getting from the web site and content material had been “1000x higher” than those we had been getting from automated chilly emails, and didn’t renew our contracts with them.
A part of the difficulty was when working with an organization or company to do outbound emails, you don’t get to decide on your account supervisor. When that course of is in-house, you may filter for precisely who you rent to symbolize you in chilly outreach. Companies aren’t practically as private or cautious together with your model or outreach goal choice, and we had been unfortunate sufficient to get an initially unresponsive account supervisor who threw our progress off by a month.
We ended these contracts after three months, and determined to deal with inbound and nurture channels as an alternative. This included;
- Getting extra case research and social proof; I needed to discover a approach the group might shortly and simply get efficient case research printed.
- Creating lead magnets we might leverage for inbound and outbound; we would have liked one thing that we might divulge to showcase our experience and professionalism.
- Establishing emails; we launched an e mail e-newsletter, arrange an automatic welcome e mail for the e-newsletter, and began engaged on an onboarding e mail sequence.
- Mapping the customer journey (talked about above); We mapped the customer journey to seek out out what our “set off phases” had been to get prospects to transform and attain out to contact us, and find out how to get them from contact to contract signed.
Nonetheless, the acquisition group didn’t abandon outbound fully. Gross sales nonetheless did their very own extremely customized outreach to some dozen accounts per day.
We introduced on Michael Folling, whom I had labored with up to now, to create a straightforward course of that used our current instruments.
Abstract: Gross sales would attain out with an alternate however comparable e mail area, replies would go to their fundamental inboxes for subsequent conversations. All emails, together with the preliminary outreach, could be logged in HubSpot and tied to the right salesperson, as we will affiliate a number of emails with one person.
Establishing a case research cadence
I introduced on a digital company to streamline our case research creation course of, so we’d solely must get a buyer on the cellphone and document the interview.
One video recording of a buyer interview grew to become:
- An edited recording of the total interview to be printed on YouTube
- An edited transcript to be printed on the weblog with the YouTube video embedded
- A case research write-up to be printed on the weblog
- Video snippets of key quotes and ideas to be shared on social media
- Quote graphics from the audio system to be shared on social media
Creating lead magnets
We launched two webinars; one on transport cart optimization, and one other on find out how to perceive your transport price contracts. This could cowl each of our main strains of enterprise (transport charges/achievement, and contract negotiation).
The webinars had been promoted on;
- Our e-newsletter
- Social media
- LinkedIn paid advertisements
- Chilly e mail outreach from our group (and any e mail outreach companies we had been utilizing on the time)
Extra vital than the registrants for the reside occasions, the recordings gave us a helpful lead magnet to repurpose into blogs, clips, social posts, PDFs, and extra.
After the webinars, the recording edited and printed on our weblog, together with a type to fill out to obtain the slides. This could permit us to proceed capturing emails from these most .
The recordings had been additionally shared with our gross sales group for his or her use in closing offers.
Lastly, we repurposed the webinar matters and had been ready to make use of the clips, photos, and PDFs to generate much more leads throughout extra channels, from paid advertisements to natural social.
Constructing out nurture channels
In keeping with our push for inbound natural acquisition, we wished to enhance our nurture channels. This included creating an e mail e-newsletter, a e-newsletter web page the place guests might join, prompts to enroll to the e-newsletter throughout the web site, and an automatic welcome e mail.
One of many techniques that proved profitable in growing our e-newsletter subscriber price was webinars. We observed a bump in subscribers after our first two “check” webinars talked about above.
Within the coming months, as soon as a brand new product platform is launched, we additionally plan to construct out an automatic onboarding sequence that may hold customers returning to their dashboard.
Preliminary outcomes
Though not but the well-oiled machine that may scale the corporate over the subsequent few years, we’re definitely getting the proper instruments in place for higher visibility and extra organized processes. General I’m extremely proud of the group and sources we’ve put in place.
Since I joined simply as a brand new enterprise mannequin was launching, I ended up constructing from scratch. So I can say that the next progress (below the brand new 3PL-forward mannequin) happened below the group we put collectively.
- We grew the e-newsletter to greater than 1,000 subscribers. Remember lower than six months in the past, that quantity was zero.
- Inside 40 days from the brand new web site launch, we received two inbound leads that transformed to contracts signed/prospects. One transformed in lower than 40 days. Since 2008, this consumer had by no means obtained an inbound type fill that transformed to a deal. Inbound leads have been coming in steadily since then.
- We additionally noticed a very good bounce in session site visitors that has since leveled out, with natural search as the highest site visitors driver.
Transferring to the subsequent section: PR, product-led, and referrals
At the start, I centered on constructing the groundwork for iDrive’s advertising and marketing arm. This included our processes, tech stack, key individuals, and my information and understanding of the model.
Whereas that was taking place, I started optimizing our content material, together with updating the web site, guaranteeing we had been properly positioned for search engine optimisation, and updating all of our previous and irrelevant blogs (deciding whether or not to maintain, replace, or delete in a content material audit). That is additionally once I began prioritizing case research as key items of content material for our conversions and gross sales group.
As soon as that was underway, we began positioning ourselves as specialists with occasions, and creating lead magnets utilizing the recordings and slides. At this level we began noticing the bump in e-newsletter signups that indicated higher model recognition, but a low webinar registration conversion price.
This led us to theorize we had but to construct our model recognition and belief, which is after we determined to look to PR as our subsequent goal. Again in January, we received our first large PR win when our guide received iDrive President Glenn Gooding an interview and quote on Bloomberg.
Along with PR, whereas this was taking place the group was additionally engaged on a brand new platform rollout. With that on the horizon, we now should additionally begin getting ready to check product-led advertising and marketing, equivalent to:
- Providing free instruments that require an e mail to entry the outcomes
- Constructing integrations with different tech platforms and doing joint promotion (in-app and co-marketing)
- Offering a sandbox or demo to play with on the web site, with a straightforward sign-up movement after (for instance, prompting them to “save your knowledge, create an account”)
Lastly, I’d wish to get a formalized referral program in place after hammering out the principles and rewards. That is largely as a result of it’s been such a viable supply of high quality leads that convert primarily based on all the buyer interviews I’ve performed.
Fortunately for everybody, iDrive ended up extending their contract indefinitely, so we’ll be working collectively on all the above and extra all through the subsequent 12 months.
I anticipate to have the ability to hand off the CMO position as soon as now we have dependable sources in all the key progress channels we determine to put money into on an ongoing foundation. I do know when a job is properly carried out as a result of by the top of it, my day-to-day execution is free and clear, and most of my time is spent course setting, correcting, and reviewing.
Keep tuned for extra in 2025!
