Strategy and Implementation for a Fast-Growing Startup
Building a Content Strategy from Scratch
Overview
At Capacity Interactive, a B2B digital marketing agency, I was hired in its early stage development to create essential brand and marketing strategy foundations to increase the company’s visibility and fill its sales pipeline.
Main Objectives
Formulate and execute a B2B content strategy from scratch
Build successful GTM strategies for SaSS and digital marketing products
Develop lifecycle marketing and email strategies to nurture new leads
Pioneer essential brand foundations, including a brand voice
Deploy a CRM program from scratch via HubSpot
Lead editorial SEO growth and copywriting strategies
Nurture growth opportunities for designers and content creators
Create effective sales enablement content
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Building from the Ground Up
As the Director, Marketing & Content at Capacity Interactive, I pioneered essential business foundations from the ground up, including a cohesive B2B marketing strategy, a CRM lifecycle program via HubSpot, a brand voice and tone blueprint, and the successful overhaul of a legacy website.
I steered copywriting, graphic design, and editorial production across all website content, blog posts, case studies, emails, and social content. My team’s focus on creating customer-focused content increased brand awareness (converted leads into 10,000+ prospects and increased web traffic by 300%) and filled our sales pipeline (more than 95% of clients cited our content as their first touchpoint and a top deciding factor to work with us).
I also championed successful GTM strategies for SaaS and digital marketing products for SMBs, working cross-functionally with sales and subject matter experts. But I didn’t just focus on the debut—I created personalized lifecycle and customer advocacy strategies to drive engagement and maximize customer lifetime value.
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Turning Complex Topics into Compelling Content
The digital marketing landscape is complex and ever-changing. I focused on creating social content that broke down complex topics and was relatable to our core client base.. I worked closely with subject matter experts to turn their expertise into engaging content—the key here? Getting to know them personally so I could brainstorm personalized themes that would make the content creation process more personal.
Brand Extensions
In addition to Capacity Interactive’s core brand, I built several brand extensions and marketing strategies for a monthly podcast, a webinar series, and industry conferences.
Boot Camp is Capacity Interactive’s annual conference with thousands of attendees. Each year, I crafted creative briefs that set the tone for marketing, design, and programming. It was important to stay within core brand foundations while ensuring the conference felt relevant year-over-year.
I worked with my team to translate the creative brief across materials, including emails, promotional and in-event social content, display ads, conference SWAG, and more.
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Social Media Content
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SWAG & Event Branding
With a comprehensive creative strategy, Boot Camp exceeded revenue and capacity goals year-over-year, increased social engagement rates by 125%, and maintained a healthy, average email clickthrough rate of 6%.
Testimonial
“When it comes to creative leaders, Krisi is the blueprint. She brings essential details and strategic vision into every aspect of her work—all beautifully laid out, all rooted in research. She is a damn good leader and damn good person.”
- Jess Berube, Manager, Graphic Design & Brand Strategy