Unety was looking for fractional CMO services in order to build and optimize its marketing department to accelerate its next stage of growth.
Summary: Fractional CMO
We partnered with Unety and provided fractional CMO services for this pre-seed startup. We came in to augment the existing leadership team to specifically own, lead and drive all marketing initiatives. Unety provides financial services to contractors and property owners with 3x more financial options, delivered in half the time.
Unety's marketing needs:
Translate the CEO & founders' direction and vision into marketing campaigns and objectives.
Define the key talent the business needs to reach its goals
Develop messaging and positioning to drive customers
Support in proving product market fit
Drive strategy and ideas to develop go-to-market fit
Create strategic marketing plan to drive demand generation
Expand brand awareness and deepen Unety's brand footprint
Report weekly to the CEO on all KPIs mutually defined as important
Before:
Website and Hubspot instance
Some brand consistency
Some value messaging
Minimal sales enablement collateral
No content calendar
No campaign calendar
No marketing or sales KPIs
No PR
No sales development function, metrics, etc.
After:
Product Messaging, Positioning and Persona Identification
Demand generation to net new customers - across email, events, partner marketing, sales follow up calls
Upsell and cross sell to existing customers via various marketing channels
Marketing infrastructure - built out Hubspot, created KPIs, automated lead flow to sales
Partner marketing - work with go-to-market partners to co-marketing campaigns, co-selling opportunities
Contact acquisition strategy across new lists, partner marketing activities, etc.
Oversee sales development function, establish and manage KPIs to move new prospects to pipeline opportunities
PR and brand awareness
Content calendar for ongoing blogs, one pagers, partner marketing flyers
Social media marketing across various channels
Sales training, SDR enablement and collateral including brochures, product demos & videos, etc.
Parker White, Unety's CEO:
"I partnered with Mariya to build our marketing department, from the ground up. Mariya stepped in as a fractional CMO, worked closely with sales to drive results. Her ability to move fast in a complex commercial real estate finance industry is testament to her true professionalism. With Mariya onboard we generated $220M+ net new sales pipeline in 9 months."
