Unety needed help with all things marketing in order to achieve 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
  • Assist in finding, interviewing and managing qualified talent to implement marketing strategy
  • Report weekly to the CEO on all KPIs mutually defined as important
  • Continually innovate ways to reach marketing and sales goals despite roadblocks


  • 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.


  • 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 LinkedIn, Twitter, YouTube and other channels
  • Sales enablement 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."
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