Artisan Strategies

Artisan Strategies is a growth advisory firm. We specialize effectively monetizing visitors to your website. 

This means any work you've done on marketing already, just becomes more effective. CAC goes down, retention goes up, your business makes money. Sometimes it means moving from unprofitable to profitable. 

If you don't quite have the visitors you need yet, let's talk. We can help connect you with the right people for increasing acquisition first. 

We're comfortable working across industries as long as there is a purchase flow and a single item being purchased (so no ecommerce.)

Clients include:
Blip Billboards (Ad-tech)
Zight (PLG SaaS)
Mezzi (Fintech)
Millerman School (education)
and more.

Our engagements are meant to enable you over the long-term. We aren't going to give you 37 growth hacks to go implement and then walk away. Leaving you lost and with questions the first time one of your tests fails. Or worse, unsure on how to actually implement your first test. This means we only take on clients that are serious about growth and increasing revenue.

Founder & CEO

HiHello, Inc.

Navigated the initial stages of product-market fit across a broad user based. Took the company from it's current stage when I joined to three times larger in every meaningful metric within 1 year. Then built a roadmap that served the business for more than year after I left.

Head of Product, Growth, & Customer Support

Polly

• Established and executed on a long-term roadmap that delivered value to millions of users
• Delivered a full refresh of main product
• Expanded additional products and drove increased usage
• 3x’d the size of the product team to deliver on the above
• Built an A/B testing program at the company
• Hired first Growth PM and grew it to a team of 3
• Implemented refresh of pricing & packaging
• Rebuilt the entire data stack, including tracking, storage, data transformation (DBT), and analysis, as well as hired the company’s first analyst.

Head of Product & Growth

Lucid

• One of the first 50 employees and grew with the company to 700+ employees.
• Built growth team from 1 team of 5 people to 3 teams with a total of 12+ people.
• 5x’d subscriptions for our most valuable SKU in one year.
• Directly drove $XXM in revenue to the company.
• Built first experimentation program at the company that resulted in over 1,000 A/B tests run by me or my teams during my tenure.
• Owned full payment funnel from payment page experience down to processor optimization.
• Implemented support for 5 additional currencies.
• Owned and built forecast for the self-serve (PLG) part of the business.

Director of Growth

Senior Growth Manager 

Growth Manager

University Venture Fund

The University Venture Fund is the largest student run venture capital fund in the United States with $18.2M AUM
 
As a generalist fund investing $200,000 to $1M in a wide range of early- to mid-stage companies.

At the fund I consulted for other VC funds or companies, helping to do in-depth analysis on investments. This includes doing detailed research into the respective markets of each company, the management team, and service/product offered.     

On average teams of five people analyze investment potential of different companies, if the investment passes the qualificaitons of the team, they are then pitched by the team, first to fellow associates, then if passed, to an Investment Committee
          
Areas of projects personally worked on include: Social Gaming, Big Data,Construction, Medical Devices, Electric Vehicles.
           
Other VC firms personally worked with include Andreesen-Horowitz, Pelion VP, and Dolphin Capital

Senior Associate

Over a decade ago I walked into a small, unknown company. 

"We need someone who can just help us make more money. It'll be you and some engineers. Go ship whatever will make us more money. A/B tests, new features, paywalls, whatever. Just find money in the business."

I found out later, much later, that bets were placed around the company. Nobody bet we'd still be a team by the end of that year (it was February).

Well, we had a goal of $1M of cash to the business that year. A >20% increase in revenue...

We did that in the first quarter. From there, the rest is history.

Six years later, that business was well past $100M in ARR and I was about leave for my next startup adventure.

Fast forward to today, and I've discovered a powerful growth secret that most founders are still sleeping on.

But before we dive into that, let me hit you with a truth:

If you are an early-stage founder and you are not focusing on converting users as a key pillar to your business strategy... Frankly, you're leaving money on the table.

Why?

Because at the end of the day, you're not a business if people don't pay you money.

How do I know this?

At this point I've helped 
- Brand new companies get off the ground at a rocketship pace. 
- Turned companies around that we're seeing 30% year-over-year *declines* in revenue into putting up their best revenue *and* profit numbers ever.
- Taken companies that are growing at a "happy" pace to an "oh wow" pace.

Interested?

Drop me a message to learn how I can help your company to the next level! 🚀

Joseph W.

Calendly

Drive revenue for Calendly's product-led and sales-led growth motions through leading Digital Marketing, Demand Generation and Integrated Campaigns.

Report directly into CRO. Manage team of marketing professionals and digital marketing agency. 

Manage $8M integrated marketing/paid media budget within paid search, paid social and display channels in order to generate product sign ups, subscription revenue and efficient ROAS. Other channels include: influencer marketing, third-party partnerships and more.

Senior Manager, Demand Generation

Senior Manager, Expansion Marketing + ABM at Calendly

Ping Identity

•Generated meetings with 45% of target account list (against 25% goal) and $14 million in pipeline (190% of goal) within eleven months of global ABM strategy in market

•Strategized, governed, executed and reported on global ABM strategy including $4M budget management, ROI analysis, A/B tests, campaign framework, tactical media mix and performance analysis

•Optimized 1:1 and 1:Few buyer’s journey including precise targeting, consistent creative theme and hyper personalized messaging at the account or vertical level 

•Owned relationship between ABM campaign and sales (VPs, Directors, AEs, SDR Management and SDRs) which included collaboration on target accounts, persona creation, verticals to enter, creative design feedback and DemandBase onboarding for monitoring target account activity

•Managed marketing agency, Intelligent Demand, relationship (for ABM strategy specifically) through strategy and execution of paid social, paid search, display, third party round tables, third party webinars, celebrity speakers and more

•Crafted ABM campaign objectives, KPIs, attribution model and performance reports and collaborated with Marking Ops to automate reporting processes which increased efficiency and allowed me to scale the ABM strategy to both parnter marketing and customer marketing teams

•Reported on campaign performance weekly to executive leadership team including CEO and COO

•Spearheaded any campaigns that were high visibility to upper management and/or needed to get to market quickly Ex: go-to-marketing strategy for new solutions, COVID response where we needed to pivot all messaging and campaign GTM strategy, GTM strategy for new laws in verticals like healthcare 

•Liaison between campaigns team and all other branches of marketing for process creation or campaign framework including marketing operations, design, partner marketing, product marketing, content marketing and more 

•Managed team of three campaign managers and oversaw an additional $2M in budget

Senior Manager, Integrated Marketing

Manager, Integrated Marketing

•Developed, executed and optimized global (NA, EMEA and ANZ) campaigns including $2M budget management, strategy creation, ROI analysis, tactical media mix plan and execution, performance results and vendor management

•Liaison between campaigns team and all other branches of marketing for process creation or campaign framework including marketing operations, design, partner marketing, product marketing, content marketing and more 

•Worked directly with Director of Demand Gen to create any process documentation (Ex: global webinar process, campaign creation process, SFDC nomenclature, SFDC campaign creation process) or presentation templates (Ex:QBR decks, campaign decks) that would then be shared with all other campaign managers

•Generated $8 million of sales accepted pipeline; 202% of 2020 goal

•Created waterfall projection / ROI framework that was scaled across campaigns team globally which allowed for ‘apples to apples’ comparison of tactical performance projections across all campaigns and the globe

•Brought API security solution from product acquisition through go-to-market launch which included developing a whole new persona, sourcing new vendors, content strategy, buyer’s journey mapping and much more

•Planned, executed and optimized inbound and outbound tactical mix including webinars, SDR cadences, drip nurtures, paid search, field events, direct mail, social media (LinkedIn, Twitter), content syndication and more

•Overhauled global webinar process which increased webinar attributed pipeline by 12X

•Generated top-of-funnel leads with tactics like webinars, paid search, syndication, field events and more

•Ran internally hosted webinars twice a month via Zoom to accelerate hot leads and convert them into meetings

•Collaborated with channel and technical alliance partners (Microsoft, Yubico and Amazon AWS) on webinars and co-branded content

Senior Global Campaign Manager

•Developed, executed and optimized North American integrated marketing campaigns including strategy creation, $1M budget management, ROI analysis, tactical execution and performance results

•Owned marketing automation platform, Marketo, focused on optimizing lead nurturing, email creation and execution and managing lead flow processes

•Collaborated with technical alliance and channel partner teams (like Amazon AWS, Microsoft and Yubico) on joint webinars and co-branded content

Campaign Manager

Building Engines, Inc.

• Built, managed and optimized Martech stack including – Marketo, Salesforce, Google Analytics and InsightSquared

• Monitored and reported weekly to executives on SiriusDecisions demand waterfall, department KPIs and pipeline attribution 

• Created and optimized demographic and behavioral lead scoring system, action-based lead nurturing drip programs and lead flow processes

• Managed health of marketable database including implementing progressive profiling,  standardization of data fields and maintenance of invalid prospect data 

• Created and executed email programs including database segmentation, A/B tests, sales communication and analyzed results

• Drove all landing page, social and email A/B tests

• Primary liaison between marketing and sales teams

Marketing Operations Manager

Marketing Operations Specialist

•Analyzed company-wide email infrastructure to provide visibility of $1.6 million in potential company savings

• Assisted upper management with forming a strategic cost savings plan

ITS Business Analyst

With over ten years of experience in revenue marketing, I am passionate about building, driving, and scaling marketing engines that deliver on revenue/ARR goals and create value for customers. I have a strong background in marketing operations and MarTech stacks which enables my team to execute and report on campaigns with speed and efficiency.

I currently lead revenue marketing at Calendly which includes digital marketing, demand generation and integrated campaigns in order to drive product subscription ARR for our product-led growth motion and revenue for our sales-led growth motion.

taplio

The Battle

Joseph W.

Mindy Servello

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