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Marketing Portfolio

​Generating and converting leads for B2B brands, with targeted campaigns at scale​​​​
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Collection 1: Professional Services industry

Simple Strat

Simple Strat is a HubSpot consulting firm that helps small and mid-sized B2B companies simplify growth through tailored implementations, optimizations, content production, and ongoing support. I joined in April 2022 as a long form content specialist, but expanded my responsibilities into more strategic consulting until being named Director of Content Marketing.

New Website — simplestrat.com

We'd wanted a new website as a “we'll get to it eventually” project for over a year, but with the founders' time constrained, I stepped in to lead the project

  • Managed the project and got the new site published in under a month.

  • Organized site architecture for intuitive navigation and lead conversion.

  • Wrote the copy for site, including landing pages.

  • Oversaw development with our designer, HubSpot specialists, and developer to ensure we had both a fluid frontend UX and cohesive backend automation to segment leads in the CRM and nurture them through the early customer journey.

  • Built the HubSpot Growth Assessment lead gen survey, which led to an immediate jump in weekly lead conversions from the website.

  • Created pages and content to establish our HubSpot Hacks YouTube channel as part of the brand, successfully integrating the brand with Simple Strat in search results and AI search, helping credibility for easier sales meetings.​​

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Organic Campaign — "Fix My HubSpot"

A new messaging campaign to speak the customers' language, particularly those who may have inherited a messy HubSpot portal, and who might not yet have the language to describe what needs fixing or optimizing.

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Organic Campaign — "Custom HubSpot Websites"

A service to build (or migrate to) HubSpot-based websites.

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Sales enablement assets

  • The Problem: with such a wide range of custom HubSpot setups our specialists could provide, customers had a hard time imagining what was within the scope of possibility, causing fewer closed-won deals and higher churn from existing customers.

  • The Solution: A "Solutions library" of 1-page profiles. I managed this initiative from start to finish (creating processes, project timelines, SME interviews, writing, etc), delivering dozens of these 1-pagers for sales conversations. Also interviewed clients to produce a series of case studies.

  • The Result: HubSpot specialists are able to sell more monthly retainers, and deal count is high enough to warrant expanding headcount.

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General – Blog/SEO/Inbound strategy

  • The Problem: The site had decent traffic but most visitors were not in our ICP.

  • The Solution:

    • Took ownership of Simple Strat’s SEO strategy, gradually phasing out irrelevant content, optimizing existing content, and writing more targeted articles — relying on SMEs and content repurposing to publish expert content outside my domain knowledge.

    • Published new gated content and conversion paths for lead capture and automated nurturing sequences

  • ​The Result: Total site traffic sometimes declined over this time (as expected), but inbound leads increased since more traffic was in our ICP, so deals from organic went up. This was part of a series of company-wide efforts so I won't claim ownership of the total bottom-line growth, but we saw a 236% increase in organic traffic for relevant pages, and paired with other optimizations helped drive up new deals from organic traffic by 83% YoY.

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Recent or popular articles:

Guest posts — ghostwriting for Simple Strat cofounders on Martech.org

screenshot of Simple Strat website April 2025
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Collection 2: Workflow samples for scaling content production (AKA "Content Engineering")

Platform: AirOps

Sample 1: Turning a research report into a series of team-wide LinkedIn posts, with AirOps

This workflow takes a report as input (usually a PDF), then:

  1. Calls an LLM to organize it into numbered sections

  2. Runs Javascript code to structure the text for processing

  3. Runs a loop to write a series of LinkedIn posts for each topic in the report.

  4. Outputs a document with an organized list of LinkedIn/social post drafts to use.

 

This means any team member can easily make posts to promote a report and add to the discussion, driving brand awareness and industry authority while saving multiple hours per week on content production.​

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Sample 2: Turning written content into quick video scripts to be read by a team member or AI voiceover​​​

This workflow takes written content (like a blog) as input, then

  1. Analyzes the report for primary and secondary keywords to target

  2. Calls OpenAI o3 to brainstorm attention-grabbing hooks

  3. Passes to human reviewer to select the best hook

  4. Generates a catchy script optimized for YouTube SEO

 

Paired with simple video tools like Canva or CapCut, this allows teams without in-house video talent to expand their reach to video-heavy channels like YouTube or Instagram.

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With a grid set up (bottom picture), these workflows can be run all together with other repurposing workflows, creating content for multiple formats and channels, all from a single piece of content.

Sample 3: Quickly write a research-backed, search-optimized opinion piece based on a short blurb

Execs and SMEs rarely have time to write more than a short brief (or record a quick Loom) explaining a concept for content teams.

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This workflow takes a quick blurb (such as a paragraph of opinion and context) as input, then:

  1. ​Analyzes SERP to establish search intent, to ensure article style and format are relevant for SEO

  2. Combines this with input blurb to create title options for the user to select from

  3. Calls Perplexity's Deep Research tool​ to dig into the latest data, trends, quotes, and other analysis based on the topic.

  4. Pulls related keywords into the workflow to better prime LLM to optimize for search

  5. Creates a detailed article outline for human approval​, matching search intent and supplemented by research.

  6. On approval, creates a first draft of the outline

  7. Since generative AI often struggles to follow too many instructions at once, the article is run through a brand filter prompt, improving the writing quality to sound more original and adhere more closely to the specified brand voice.

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Result: generate the first draft of a thought leadership article (that combines expert opinion and research)

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Collection 3: Multi-Channel Content for B2B SaaS

3Di (client)

3Di provides a low-code platform with prebuilt business process modules to help state and local governments streamline complex workflows, refine job allocation, improve visibility, and report on outcomes. I helped run their content strategy for 1 year.

Organic Campaign – Citizen Engagement

From bottom of funnel to the top:

Collection 4: Multi-Channel Content for Automotive Marketing

DriveSure (client)

​DriveSure empowers new car dealerships to boost customer retention and revenue by offering unique, renewable benefits (like roadside assistance and tire protection) with each service visit, ensuring customers return for maintenance, tires, and repairs. Dealerships use DriveSure's custom SaaS platform to manage these retention efforts. I helped them with inbound marketing strategy and handled their blog from April 2022 through April 2025.

Multi-channel campaign — Industry report

This original research-driven report formed the cornerstone of a highly successful campaign that we were able to continue driving value from for over a year with new content, including dozens of blogs, ads, lead magnets, live presentations, and more.

Podcast repurposing – AI workflow

I set up a content repurposing workflow to run the CEO's podcast episodes through Descript to extract transcripts, then run those through a few ChatGPT prompts to finish blogs in under 45 minutes (down from 4 hours):

 

Copywriting – Page samples

Case study sample

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Collection 5: Content Creation for Cybersecurity and Managed IT

Katalyst Network Group (client)

​Katalyst Network Group is a widely respected IT partner that mid-market and enterprise organizations trust to help them safely go further and faster, with custom solutions in cybersecurity, cloud infrastructure, and managed services. I worked with them for content marketing from June 2022 through April 2025.

Selected blog samples

 

Case studies

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Get in touch

Need a marketing hire who can wear all the hats and build the rack to hang them? Book a call with Drew to get content, automation, and strategy working in sync.

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