Content Goldmine Going Nowhere
When I joined Feedvisor, they had a content goldmine that wasn't paying off. Their database was a mess, email campaigns were sporadic, and despite having thought leadership content that could rival any industry giant, they weren't converting readers into qualified pipeline.
The content was there—whitepapers, case studies, industry insights—but it was trapped in a broken system. Leads would download something valuable, then disappear into a black hole of inconsistent follow-up and generic messaging.
Approach: Complete System Overhaul
I started by gutting and rebuilding their CRM infrastructure, cleaning up years of messy data and creating processes that actually made sense. Then I completely reimagined their email approach—ditching the spray-and-pray mentality for sophisticated nurture flows that responded to actual behavior.
Instead of blasting the same message to everyone, I built segmented campaigns that met people where they were in their buying journey. Someone who downloaded a ROI calculator got different messaging than someone who attended a webinar about Amazon advertising strategies.
The email templates themselves got a complete overhaul—from corporate-speak that put people to sleep to conversational, benefit-driven copy that actually made people want to engage. We introduced automation that felt personal, not robotic.
Results: From Afterthought to Revenue Engine
The results spoke for themselves: email marketing went from an afterthought to generating over 40% of qualified leads month over month. What started as great content trapped in a broken system became a predictable pipeline engine that sales teams actually trusted.