ScaleCrush

Think about the last time you bought something. 

Why did you buy?

I'll tell you: because it helped you do something. It solved a problem for you.

We help B2B software brands reconnect their products to the problems they solve.

Most brands market on features and benefits.

This is the business equivalent of going on a date and saying "I'm so beautiful and muscular. And I can do a handstand. Marry me."

How good is your dating game? Mine is terrible, but it sure is better than that.

The traditional approach to content starts with keyword research and ends with regurgitated, fluffy content that no one wants to read but somehow ends up ranking.

We flip that on its head.

We start with the end: what do people need?

What problems do you solve?

And don't hit me with: "We help people save time, effort and money" because that's not good enough.

Our framework is easy: 

- Audit
- Build
- Scale

Audit your market, your customers, your existing assets to determine the best course of action.

Build a strategy based on your existing content, the new content you need and how it needs to be delivered.

Scale your content production with quality content instilled with your expertise and your narrative.

----

What problems do WE solve?

We help B2B software companies turn a necessary evil into their greatest marketing asset.

CEO, Founder

Self-Employed

SEO Consultant - Top Rated Superstar

GreenGalileo Media

SEO Consultant

I help tech leaders figure out what marketing should look like ╏ Evidence-Based-Marketing Advocate ╏ Cargo Bike Enthusiast

5 pm on what's becoming a tedious and rainy Thursday night.

You're sitting at your desk, anxiously looking at yet another reporting dashboard.

As you parse all the jargon-filled graphs, you are once again grabbed by that feeling of despair: "if that's not working, what should we do?"

"What's our next move?"

You feel like you've tried it all: LinkedIn, Product Hunt, G2/Capterra, Slack Communities, Demand Generation.

Heck, you even hired that 10k/mo LinkedIn Ads agency last summer, thinking they'd bring you the growth you needed.

When you take into account the 30k that you paid them, it's all even.

With a bit of shame, you remember that 4k/mo cold outreach agency that did the same the summer before.

"What's the key to all of this?", you ponder, "H come marketing seems so easy on LinkedIn, but so hard in reality?"

"Should we go harder on demand generation, or ramp up our paid spend even more? Maybe if we switch creative agencies our creative will convert better."

You don't know it yet, but now's the time for the hard-to-swallow pill.

As you reflect back on your last few months or even years, you get filled with fear, and an impending sense of doom: did you really do any marketing?

You did everything the LinkedIn gurus told you to do - is it time to stop listening to them?

"How do brands grow?"  
"Why do people buy?"
"Who should I trust?"

---

I can answer those questions.

1 - Brands grow by being mentally and physically available.

In other words, memorable and easy to get.

2 - People buy because whatever you have to sell solves their problems.

If it doesn't, you'll have to create a problem for them or convince them that it does indeed solve a problem they already have.

3 - You shouldn't trust anyone on the internet who has something to sell - me included.

---

But hear this out: you most likely haven't done any real marketing work to date.

What you've done is saw together a Frankenstein monster that you call marketing: part ads, part email outreach, part webdesign, part community building.

Now that monster is alive, and it's frightening.

Marketing isn't a collection of tactics - it has 3 parts: Diagnosis, Strategy, and Execution.

Most companies do #3 without ever thinking about #1 and #2.

This is what I help them do.

Check out our website to find out more :)

Vince Moreau

9Lenses

Lead various marketing initiatives to drive greater brand awareness + demos. Foundational marketing fixes include website overhaul, content clean-up, development, and more.

More to come.

Fractional Director of Marketing

DoubleTrack

Lead marketing strategy and budget to support company growth, reporting to the CEO. 

Initial results have been largely aimed at the "95" of the 5-95 rule. Have seen 20x growth in audience engagement with core messaging.

Sales cycles are quite long, so downstream impact still pending. Positive pipeline impact thus far.

Items have included:
-Build and execute initial GTM plan, including messaging pillars after late-2023 rebrand
-Build sales process around website visitor identification and prospecting
-Customer interviews, including testimonials and case studies
-Content development and distribution, from social to video to website
-Ad creative and campaign setup / execution
-Vendor management

Fractional CMO

Exit Five

The leading community for B2B marketing professionals. Join 3,500+ members at exitfive.com

Member

Rule Marketing Group

ruleyourcompetition.com for more. Currently Fractional CMO for a suite of companies + consultant for multiple others leading marketing initiatives. $150K+ in services sold/fulfilled and counting.

Results include:
1.) 5x lead gen for a luxury housing client, leading to being booked more than a year in advance + 90%+ organic traffic growth.

2.) 3x ROI on digital ad spend for a lifestyle franchise client, working with their FranDev team, with a 2x increase in lead quantity. 

In short, they now have sustainable lead flow that's impacting pipeline, has lower Cost Per Lead (down 20%), and has higher quality.

3.) 4x sales-qualified pipeline from demand gen efforts for a SaaS client per the client in a verified Clutch.co review

5.) 50%+ lead growth for local music store. Client said "We would not have survived the COVID pandemic had this not happened."

6.) 45% lead increase for a small business (chimney sweep) that booked up their typical slow season. SEO, Local SEO, and website updates were the main drivers.

Fractional CMO / Consultant

Pro Squared Janitorial Services

Built marketing function from the ground up. Results: CAC payback of 11 months, 261% ROI over 36-month contract (average is 45 months for this company), 15% reduction in budget waste, and sustainable marketing foundation behind company pivot into a sales-led motion.

Other relevant notes:
-Optimized Pipedrive CRM to enable marketing reporting, automate sales activities, and uncover reporting that was previously a "black box" of nothing
-Built and launched go-to-market plan
-Built and managed team of contractors within budget
-Optimized sales processes and integrations with marketing

This position also interfaces with Pro Squared Roofing Solutions (B2C) and supported occasional marketing advisory services for two Meineke Car Care locations owned by the same owners. One Meineke store has seen significant increases in car count due to some of my advisory decisions, including direct mail overlaid with programmatic.

The Pedowitz Group

Promoted from previous role to lead the marketing team forward. Results include:

-Third-highest Q4 in company history in marketing-sourced pipeline in 2022
-Reduced tech spend by 35%
-Led cultural transformation from pure demand gen focus with KPIs of marketing-sourced revenue to significant customer retention / expansion focus with KPIs around company growth
-Increased team productivity by 25%

Left the company because my position was included in a reduction in force.

Director of Marketing

Results include:
-Generated highest marketing-sourced revenue and pipeline numbers in 10 years with > 2x increase in ASP in 2021 (vs. 2019 numbers)
-Despite COVID's impact in 2020, team generated $4 million+ in marketing-sourced pipeline with 3x ROI with major impact from my performance marketing initiatives
-5x improvement in non-branded sitewide keyword rankings with higher clickthrough rates on high-value terms in 12 months
-Generated $300K+ in pipeline from optimized chatbot interface (Drift)
-Overhauled content to enhance each customer touchpoint, resulting not just in stronger SEO but also 50% higher prospect engagement on site

Title has been Inbound Marketing Manager, Digital Experience Manager, etc. Has been listed a few ways internally.

All this from tying together inbound marketing + digital properties via SEO, PPC, CRO, content marketing, and lead ABM efforts from scratch to build a cohesive strategy that meets revenue goals.

Grew to also own all digital properties (including website, intent data, and chat bot) after one year in role.

2022 Innovator of the Year
2021 Innovator of the Year finalist

Other responsibilities:
-Enhanced lead management + ABM by working in tandem with sales on outreach, lead qualification, and go-to-market strategies
-Owning vendor relationship / managing outsourced contractor for web development + multiple other vendors for projects such as technical SEO audits
-Also involved in multiple aspects of lead management, sales enablement, intent data / ABM, and lead qualification.

Note: The Pedowitz Group has always been remote, so I have experience working remotely.

Inbound & Digital Experience Manager

Qiigo

Work with $1.4 million+ in client revenue and grew figure by 20% in less than a year.

Managed each client individually on optimizing digital strategies for success at their locations.

Also championed winning strategies and created buy-in from key internal and external stakeholders for process improvements to existing products, internal training, and key employee measurements such as building an employee engagement survey.

Account Manager

Club Car

Results include:

1.) Generated a 121% YoY increase in lead volume and 42% increase in web traffic (including 17% increase in organic), topping a million visits overall. Transformed lead distribution model so 85%+ of CRM leads come in digitally, a stark shift from legacy marketing models

2.) Launched marketing for brand-new Onward PTV consumer vehicle + ability to build a vehicle online in Jan. 2017 which beat initial revenue projections and earned a President's Award

3.) Implement SEO strategy to drive increased customer engagement, resulting in 17% increase in organic traffic, 20% decrease in bounce rate, and 26% increase in time on site viewing relevant content - supporting overall lead generation growth

4.) Managed clubcar.com domain through two site upgrades, new site-wide UX, and integrations with Salesforce CRM. Also managed vendor relationship at operational level.

5.) Create more engaged customer base through customer service with Contact Us mailbox, social media interaction, and more

Earned two President's Awards during my tenure.

Managed website (in Adobe Experience Manager) and AEM vendor + all inbound marketing channels, spend, and budget.

Web Manager

Independent Contractor

I've done varied freelance work throughout the years. Here's a summation:

ABLE Pediatrics and Soto ALG (2017-18)
1.) Create stronger UX and content on-site, increasing average user time on site and ranking site on first page of Google for primary keywords
2.) Setup, integrate Google tools - Tag Manager, Search Console, and Analytics dashboards for sustainable long-term management by staff
3.) Leverage Facebook advertising to drive higher Google searches for branded terms

Upwork.com (2015, 2017)
1.) Create and implement long-term digital growth strategy for IT Technology Consulting firm based in Phoenix, AZ and New York, NY areas
2.) Write scripts for Youtube channels of 1,500+ words or more
3.) Proof, edit documents for different clients

Masters.com (2012-2014):
1.) Interview players and delve into researching statistics for Tournament Notebook articles
2.) Update Drive, Chip and Putt web site for the Masters Tournament
3.) Edit copy and photo captions for Masters.com site, with a readership over 300 million
4.) Occasionally write content for web site

Augusta University (2013):
Composed extensive history of 150+ years' of research accomplishments for Augusta State University and Medical College of Georgia prior to their consolidation as Augusta University.

Freelancer

M3 Agency

1.) Drove further digital visibility and conversions for clients through SEO and SEM tactics
2.) Identified new sales opportunities for Media Strategists through Google Analytics site data
3.) Established new revenue stream for company by creating local SEO packages, previously a service not offered
4.) Created stronger UX through improved site copy and increased search traffic for primary keywords for multiple clients

Digital Specialist

Marketing, Husband, Dad | Pickleball, Chess, Disc golf, Dad jokes | Christ-follower (2 Tim 2:22)

Currently 2x Fractional CMO and marketing consultant with Rule Marketing Group. Active in Exit Five community, happy to talk shop, chess, pickleball, life, or swap Dad jokes.

And by "Fractional CMO" I actually mean I lead marketing and report to leadership such as the CEO. Not someone who's claiming fCMO title and then doing web design work. Yeah, I know what it's like out there.

(You can say I'm also a Fractional Head of Marketing. I won't argue. I just use the titles I'm given).

I comment a decent amount and post only occasionally, so give a follow if you want variety in your News Feed. 

If you're curious for a sampling of results I've achieved, here you go:

1.) Generated highest marketing-sourced revenue and pipeline numbers in 10 years with > 2x increase in ASP in 2021 (vs. 2019 numbers) for a marketing consulting organization where I was promoted to Director of Marketing

2.) Drove a 121% YoY increase in lead volume and 42% increase in web traffic (including 17% increase in organic) for OEM manufacturing company - this transformed the lead distribution model

3.) 2.5x ROI on marketing investments for a commercial cleaning services client as their fCMO

4.) 5x lead gen for a luxury housing client, leading to being booked more than a year in advance + 90%+ organic traffic growth.

5.) Positive ROI for performance marketing for a FranDev client

Can speak many marketing / sales languages. Also: Husband and father, which brings its own significant experiences.

Have managed direct reports as a Director of Marketing, supported product launches, managed budgets ranging from $1M to 150K, and developed multi-channel strategies to exceed demand generation, brand marketing, and revenue goals. Often work with companies in the $1M - 10M range, though have experience at a $500M+ ARR OEM manufacturer as well.

Also have multiple years in all of corporate, agency, and nonprofit settings and am used to in-office, flexible office, and remote work. Currently remote.

View experience, philosophies, and more at https://calebrule.com.

Skills include: Revenue marketing, Marketing leadership, Budget management, Vendor management, Marketing strategy, Integrated Digital Marketing, Inbound Marketing, Demand Generation, Account-Based Marketing (ABM), Customer Experience, Lead Management, CRM (Salesforce and Pipedrive, with a bit of Hubspot), Web Content Management, SEM, CMS systems, Customer Service, Sales Enablement, Account Management.

Props to you for reading all the way down here, I'm impressed and you should high-five yourself!

taplio

The Battle

Vince Moreau

Caleb Rule

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