Massive Insights

⦿ Growing a best-in-class team of data, analytics and AI experts to help clients achieve better outcomes with strategies that drive optimal decision-making.  

⦿ Implementing #EOS (Entrepreneurial Operating System) to maximize team cohesion and effectiveness.  This enables Massive Insights to deliver client solutions with greater speed and higher confidence.

Partner & Chief Strategy Officer

The Well Home

Advisor on commercial strategy, marketing, customer experience, and growth efforts.

Strategic Advisor (Fractional)

Klick

Executive level advisor on growth strategy.  Areas of focus include brand extensibility and adjacency planning, capabilities expansion, corporate development, and more.

Acted as a Swiss Army Knife to help scale Klick from an early-stage challenger to the dominant market leader in its space.  Ultimately added zeros to revenue and headcount.  I rose my hand anytime there was a problem that was new, undefined, and high impact.  Enough mistakes and triumphs to write an exciting book (or maybe a movie).  DJ'ed a party or two.  Here's where I focused most of my time:

1. Business Development 
- Revenue:  market analysis and targeting | pitch development and coaching | sales solution architecture and articulation  
- Authority:  keynote speaking | thought leadership writing 
- Differentiation:  architect of multiple award-winning marketing campaigns

2. Client Service & Strategy
- Service:  C-level & senior client relations | annual commercial planning | marketing investment allocation recommendations  
- Planning:  brand planning facilitation | market research | journey mapping | creative & program brief development  
- Activation:  digital strategy design | multichannel ecosystem strategy | tactical strategy (SEO, SEM, Social, Website, CRM, etc.) 

3. Capabilities & Market Expansion
- Pivot:  commercialization partner evolution | U.S. market expansion
- Expansion:  new craft expansion | strategy, analytics, media, CRM, brand, etc.
- Integration:  cross-functional operational improvements 
- Innovation:  innovation support | Labs & Ventures

4. Corporate Strategy 
- Positioning:  competitive analysis & differentiation | brand extensibility | value proposition evolution 
- Talent Evolution:  hiring Interviewing | case development | candidate journey/experience mapping
- Organizational Design:  new OD structures | modern architecture (holocracy / responsive orgs)

5. Leadership Development
- Manager Growth:  launched the first leadership development program
- Mentorship:  1:1 coaching | group training 
- Mental Health:  advocate | certification in mental health first aid

Partner & Executive Vice President

Executive Vice President, Interactive Services

Focus on traffic generation activities including display advertising, search engine marketing (SEM), search engine optimization (SEO), social media, email marketing, media buying/planning, etc.

Director of Audience Development

Devlin eBusiness Architects

Managing Director, Client Services

Foote Cone & Belding

Division head leading the 30+ person interactive group within an integrated marketing communications company.

Director of Interactive Services

I'm on a mission at Massive Insights to help grow an exceptional team that harnesses the power of data, analytics, and AI to make the world a better place through improved decision making at scale.

Our 10 year target is audacious, yet clear:

👉 Positively impact the lives of 1 billion people.

⦿ Energy & resource usage efficiency
⦿ Supply chain / transportation optimization
⦿ Demand forecasting to reduce over-production 
⦿ Consumer understanding to increase relevance
⦿ Improving the performance of sustainability-focused brands
⦿ And so much more

We truly believe that business success and positive impact can be achieved simultaneously.  📈 + ❤️

It all comes down to decision intelligence.

Better outcomes begin with better decisions.
And better decisions begin with Massive Insights.

Brian O'Donnell ☘️

flux+flow

An agile revenue marketing agency that designs scalable demand generation strategies for B2B SaaS (Series B-D) companies. 

•	Develop scalable growth marketing strategies using sales and marketing automation software to measure, optimize, and improve overall performance. Generate qualified leads, increase revenue, and maximize ROI. Worked with over 25+ startups and SMBs in North America, Europe, and Australia. 
•	Develop and execute a clearly defined marketing strategy to drive rapid growth, focusing on creating scalable growth marketing strategies. 
•	Drove paid traffic via Google AdWords, Facebook Ads, LinkedIn Ads, and twitter ads which led to increased website traffic YoY by: Users: +1,050%; Session: +1,089%; Bounce Rate: -54%; Session Duration: +154%.
•	Created a comprehensive inbound marketing content strategy (e.g., 25+ blogs, 30+ downloadable long-form assets, and 6 pillar pages).
•	Worked with a variety of clients using various sales and marketing automation tools ranging from basic email automation (e.g., MailChimp) to enterprise marketing automation platforms (e.g., HubSpot, Marketo, and Pardot).

Co-founder / Revenue Marketing Lead

Transfix

Named to Forbes’ “Next Billion-Dollar Startups” list, Transfix is the leading transportation solutions provider whose marketplace and technology offerings are helping transform the $800 billion trucking industry.

Recruited by Transfix in Q2 2022 as the 1st Demand Generation hire Series D funding/pre-IPO to help build a revenue marketing team while managing two direct reports, Senior Demand Generation Manager and Senior Marketing Operations Manager. 

💰  Revenue Marketing Impact: 
🔼 275% QoQ MQL volume increase
🔼 225% QoQ Opp volume increase
🔼 129% QoQ Pipeline increase
🔼  9.32% QoQ Revenue increase (lagging)

🎯  Developed a demand generation strategy to support 2 GTM motions: SaaS and B2B Marketplace, and 3 ICP segments with an estimated TAM of $800bn. 

📕  Adapted a proven Revenue Marketing Playbook to support the Enterprise ABM sales motion, leading to 54.66% LinkedIn engagement of Enterprise TAM accounts and 40.08% visiting the Transfix.io website.

💰. Oversaw six-figure digital annual ad spend to — ensure efficient capital deployment — support paid social and paid search while continually testing and optimizing targeting, messaging, and creative to increase CTRs, and decrease CPC and CPL. 

🤝  Part of a 17-person marketing team consisting of demand generation, marketing operations, product marketing, content, creative, and event marketing.  

⚙️. Operational Efficiency 

🏭.  Insights Factory 

💡. Ensured sales and marketing alignment by frequently collaborating with three sales teams and over two dozen AEs — providing valuable market insights to accelerate deal flow. 

🔎  Collaborated with product marketing and internal SMEs to uncover what messaging resonated with our ICP segments and buyer personas — helped jumpstart the VoC research process by leveraging the Wynter B2B message testing platform. 

🧭. Provided market and paid social/search experiment insights to the content marketing team to help guide the organic content strategy.

Director of Demand Generation & Marketing Operations

Refine Labs

Recruited by Refine Labs in Q2 2021 — the first cohort of Director of Demand Generation before scaling headcount to 125.  

Developed Demand Gen strategies for (4) high-growth B2B SaaS companies and managed $2.2M in total ad spend. 

Managed Sr. Performance Marketing Manager and collaborated with (4) Creative Directors, (5) Direct Response Copywriters, (6) Graphic Designers, and the marketing analytics manager. 

Developed frameworks to increase operational efficiency by 25% and reduced QBR reporting time by 75% — adopted by the broader Demand Generation teams. 

Series C SaaS Platform — $100M Funding Round

Designed a 9-month pilot revenue marketing program for the U.K. market — ran 18 experiments testing 54/18 message/creative variations to inform global demand strategy for 15 countries  

Advised in developing MarTech roadmap to efficiently scale Demand Gen spend by 185% after closing a $100M Series C

Increased website-generated leads by 120% and inbound demo requests by 166% in the first five months of the U.K. pilot resulting in a 148% increase in qualified inbound meetings booked 

Series B SaaS Platform — $40M Funding Round

Implemented a proven B2B SaaS Demand Gen playbook to jumpstart their revenue marketing engine
Scaled ad spend by 700% over three quarters, resulting in a 100% increase in marketing-generated ARR 

Series B SaaS Platform — $37M Funding Round

Scaled spend by 300% in Q3 2021 by implementing Demand Gen playbook and exceeded target marketing-generated SQO volume by 12%, resulting in a $2.7M total qualified pipeline

Accelerated marketing-generated deal velocity by 15% and increased the marketing-generated average ARR per deal by 44% resulting in 110% QoQ pipeline growth

Series A SaaS Platform — $9M Growth Round

Advised C-suite on Demand Gen strategy supporting a split GTM motion (sales-led and PLG) 

Increased marketing-generated pipeline by 93% QoQ resulting in a 67% increase in closed won deals

Increased PLG signups by 17% QoQ

Director of Demand Generation

Concentric

Prescriptive analytics for strategic decisions. What-if software to manage uncertainty and make informed decisions. Prescriptive analytics provides the most value to businesses hoping to optimize their actions. Each prior capability builds upon the other to provide businesses with the decision support they need the most: The ability to make forecasts come true.

• Responsible for managing and generating demand through content marketing and advertising
• Collaborate with the sales team to ensure that marketing is supporting the sales process by creating new content and digital experiences
• Manage and optimize the web experience (e.g., site performance, web enhancements, technical SEO, copywriting)
• Manage external resources (e.g., content agency, copywriters, freelancers, advertising partners) to help scale our marketing efforts 
• Manage the marketing automation platform (i.e., HubSpot) and ensure that the digital experience supports the customer journey

Demand Generation Manager

Codiscope (A Part of Synopsys)

An early-stage CyberSecurity SaaS startup, providing a suite of accessible security training and tools, streamlined tools for a broad population of developers. 

***Codiscope was acquired by Synopsys on 11/30/2016***

Smart, Secure Everything—From Silicon to Software. Synopsys technology is at the heart of innovations that are changing the way we live and work. 

•	Developed and executed a comprehensive B2B marketing strategy which increased traffic by 542% YoY. Focused on content marketing strategy, marketing technology (e.g., Marketo and HubSpot), SEO/SEM strategy, and analytics/reporting.
•	Managed the entire implementation process of Marketo marketing automation platform. 
•	Built an email database of 15,000 contacts through various customer acquisition strategies (e.g., SEM, SEO, paid social, targeted email campaigns via newsletters, guest blogging). Execute campaigns for acquisition, product marketing and customer marketing.
•	Built and scaled demand-gen and sales enablement capabilities across web, email, social media, advertising, and content marketing. 


✔ HubSpot Marketing Software Certified
✔ HubSpot Inbound Certified

Marketo Marketing Automation:

• Designed custom responsive Marketo email templates (HTML/CSS/Marketo Variables)
• Designed custom responsive Marketo landing page templates (HTML/CSS/Marketo Variables)
• Planned and developed persona specific lead nurturing campaigns
• Configured custom "Smart Campaigns"
• Lead scoring
• Salesforce.com data sync with Marketo
• Build and manage custom reports for lead attribution

Salesforce.com

• Campaign creation for tracking in Marketo
• Marketo sales insights and lead scoring
• Customized fields in SFDC to improve the accuracy of reporting metrics

• Paid Advertising: Google AdWords
• Google Analytics
• WordPress CMS Management
• Wista (Video Marketing & Analytics Platform)
• SEO/SEM intelligence reports (Moz.com & SEMRush)
• Technical SEO
• Website Optimization

Digital Marketing Manager

Universal Medical Inc

Provides medical and laboratory supplies for hospitals and private practices throughout the United States

• Increased web traffic by 1500% by creating compelling blog content educating potential buyers on the firm’s various products. 
• Developed an inbound marketing strategy to reduce UM’s dependency on paid advertising for customer acquisition — average monthly paid spend of $80,000 — reduced ad spend by 20%. 
• Researched and created unique buyer personas to drive the content marketing strategy. 
• Managed the entire creative process for over 350 product videos used to drive SEO/SEM.
• Oversaw Pardot marketing automation implementation and developed responsive email marketing templates, responsive landing and thank you pages, and forms. 
• Developed a program of repeatable lead generation activities that met revenue targets, achieving a 17% increase in sales. Designed a comprehensive email database segmentation strategy (e.g., 25,000+ contacts) to create 12 product category campaign.
 
Marketing Metrics/KPIs

✓ eCommerce Traffic ↑
✓ Blog Traffic ↑
✓ Social Media ↑
✓ Email List ↑
✓ Video Engagement↑
✓ Landing Page Conversions ↑

Marketing Skills Summary

✓ Copywriting
✓ Social Media
✓ Google Analytics
✓ Marketing Automation
✓ Adobe Creative Cloud
✓ HTML & CSS
✓ SEO/SEM 

Business Skills Summary

✓ Communication
✓ Relationship Building
✓ Project Management
✓ Goal Setting
✓ Adaptability

Inbound Marketing Specialist

Startup Institute

Selected by Startup Institute in a highly competitive process to attend intensive training program focused on developing the core skills in Digital Marketing. Startup Institute's digital marketing track provides relevant training to help students become a comprehensive digital marketer: performance and content marketing, plus a focus on generating actionable insights from data analytics. Modern digital marketers are tasked with designing campaigns that speak to multiple audience segments, inspiring them into action, and measuring the results to make data-fueled business decisions. 

Marketers in the innovation industry are scrappy, creative, and agile - able to drive big growth on a small budget and with limited resources. SIBs digital marketing track provides students with the experience and training necessary to become a self-sufficient marketer, whose aim is to help a company increase their customer base by a factor of 10. 

Curriculum: SEO, Google Analytics, paid media, inbound marketing, landing page creation, content marketing, email marketing, branding, social media audits, mapping customer segmentation, content management, and HTML/CSS.

Key Skills and Capabilities:

✓ Email marketing and landing page optimization
✓ Best practices for inbound and outbound marketing plans
✓ Working with analytics platforms and SQL
✓ Placing, testing, and optimizing paid advertising
✓ Improving website visibility through content development and targeted keyword usage

Digital Marketing Student

LidWorks - M&N Plastics, Inc.

The global foodservice industry’s premier lid manufacturer

• Oversaw the entire B2B marketing strategy, including advertisements in industry publications, Google AdWords and Yahoo/Bing PPC campaigns to drive search traffic. Worked with a 3rd party eCommerce platform (CyberStore for Syspro ERP software) to provide an additional sales channel.
• Helped grow the business through designing, developing, and pitching digital strategy for key clients and working on high level campaigns: Dunkin’ Donuts, Subway, Burger King, Wendy’s, KFC, and Panera Bread
• Evaluated and reported results of web initiatives, including SEO, email marketing, and E-commerce.
• Increased unique visitor website traffic by 540% within one year of hire. 
• Product development team member tasked with researching and validating new items to add to the new product pipeline.
• Managed brand image, created product literature and advertising that supported corporate identity.
• Conducted market research focused on competitive analysis, strategic growth initiatives, and data analysis.
• Acted as a project liaison between sales and engineering to ensure successful collaboration and engagement.
• Gained a greater understanding of finance, IT, and engineering by collaborating with cross-functional teams to improve process efficiencies in product development and data collection/analysis.

Digital Marketing and Sales Enablement Representative 

UFP Industries

A multibillion-dollar, publicly traded, sales-and-manufacturing powerhouse, with approximately 5,000 people and 70 facilities across North America.

• Selected for the new business transition team to assist in the newly acquired Home Depot contract.
• Developed a comprehensive lead generation strategy to increase organic sales for the plant.
• Utilized Microsoft Dynamics CRM to streamline and improve the selling process.
• Collaborated with various departments in the plant to increase efficiency and sales margins.

Account Manager

A multibillion-dollar, publicly traded, sales-and-manufacturing powerhouse, with approximately 5,000 people and 70 facilities across North America.

• Developed a sales process and strategy by interviewing successful Account/Sales Managers to understand effective selling techniques within the industry.  
• Learned company products, policies and procedures, and performs basic sales and customer service activities.
• Assisted in sales, customer service and production activities as assigned by the General Manager.
• Attended and successfully completed intensive one-week boot camp of comprehensive studies. 
• Positive, team player that took a "roll up your sleeves" approach towards any challenge or obstacle that came my way. 
• Shadowed successful Account Managers to learn selling techniques and strategies.
• Self-managed worked well under little supervision.

Sales Trainee

Sherwin Williams

Sherwin-Williams is proud to be one of Fortune® magazine's "100 Best Companies to Work For" in 2005, 2006, and 2008.

• Oversaw operations of a $1.9M branch, generating new business and growing existing account sales.
• Increased accessory sales by 29% in 2009 over previous year by cross-promoting products.
• Converted 500+ retail customers into DIY accounts in 2009 increased 2010 DIY sales by 21%.
• Utilized store reports and lead generation database to target opportunity accounts.
•Analyzed market conditions: competition, trends, issues and opportunities
•Worked with the Store Manager developing the annual sales plan and identifying KPI's to assist in revenue and margin growth
•Ensured the satisfaction of both wholesale and do-it-yourself customers and building positive long-term relationships
•Communicate effectively with customers, employees and other business partners
•Trained, coached and managed store employees
•Made decisions regarding pricing, credit and other customer issues
•Managed employees time and resources effectively

Operations Manager

Our Management Training Program has been named one of Princeton Review's® "Best Entry Level Jobs." 

Sherwin-Williams looks for specific traits in management trainees. We seek individuals with an entrepreneurial spirit, energy, a strong work ethic, integrity and flexibility.

• Built customer loyalty through friendly, efficient service 
• Built positive working relationships with managers, co-workers and other business partners 
• Worked as a member of the team, helping the store achieve its performance goals 
• Tapped into people, resources and information to make good decisions 
• Demonstrated strong time-management skills 
• Continued to learn the business and improve on industry, marketing and product knowledge

Management/Sales Training Program

Hi there!  👋 

As an experienced revenue marketing leader, I’m committed to helping B2B marketing leaders running Hybrid and Sales-led GTM motions at Series B SaaS companies increase qualified opportunities, develop sustainable marketing-generated pipeline, and hit revenue targets while spending less and listening more to customers.


The formula for B2B SaaS success:

🤝 People ➕ 📱Product ➕  ⚙️ Process 🟰 Efficient Growth 📈

What are you going to do about revenue?

Revenue Marketing's answer: 

1️⃣ Efficiently create and capture demand to deliver sales qualified leads to the sales team (low CAC Payback Period, LTV:CAC, etc.) 🎯

2️⃣ Accelerate qualified sales opportunities through the sales pipeline 📈

3️⃣ Design a resilient system to measure marketing based on repeatable, predictable, and scalable contribution to pipeline, revenue, and ROI ⚙️ (not MQLs) 

4️⃣ Transform marketing from a cost center to a PROFIT CENTER 💰

What motivates me? 

🟢 Help organizations transform their marketing department from a cost center to a revenue center by improving operational efficiency, identifying growth levers, and reducing customer acquisition costs.  

🟢 Help bring products and organizations to life by building meaningful connections and trust with humans — find out what they want/need by conducting VoC/market research and analyzing market feedback.

🟢 Help high-performing revenue-focused marketing teams get the respect they deserve as most companies view their marketing department as a cost center rather than a revenue center. 

What gets me up each day? 

As an Agile revenue marketing leader, I'm focused on building a repeatable, predictable, and scalable customer-first Revenue Marketing practice. 

Why it matters? 

B2B organizations need to stop thinking about the traditional and outdated (oversimplified, company-centric) sales funnel — it's time to rethink their entire GTM strategy and take a holistic approach to customer acquisition by adopting a new customer acquisition model that puts the customer and audience first. 

It's time to ditch the siloed thinking of the past and rally around one common organizational goal — 
increasing REVENUE. 

The Three Pillars:

1️⃣ Revenue Marketing (Strategy)

2️⃣ Operational Efficiency (Agile Marketing)

3️⃣ Insights Factory (Marketing Operations) 

Marketing's role has changed, and B2B SaaS companies now expect marketing teams to own a revenue number.  

Let's GO!

taplio

The Battle

Brian O'Donnell ☘️

Kevin Jaquith (JAKE-with)

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?