Enabling B2B sales and increasing lead flow for a tech-forward startup disrupting the legal industry.
Enabling B2B sales and increasing lead flow for a tech-forward startup disrupting the
legal industry.
My role
@VirtualCounsel needed a B2B-focused Chief Marketing Officer to guide a major expansion of their digital marketing and leadership efforts. We partnered up to increase quality lead flow and activate a new audience of small and medium-sized business owners. We also rebranded @VirtualCounsel as a leading authority in legal subscription services, and captured the impact of our efforts with deep analytics across all channels.
Digital Strategy
Sales Enablement
Content Marketing
Leadership
My role
@VirtualCounsel needed a B2B-focused Chief Marketing Officer to guide a major expansion of their digital marketing and leadership efforts. We partnered up to increase quality lead flow and activate a new audience of small and medium-sized business owners. We also rebranded @VirtualCounsel as a leading authority in legal subscription services, and captured the impact of our efforts with deep analytics across all channels.
The New @VirtualCounsel
At @VirtualCounsel, my role as CMO was a dynamic blend of strategic innovation and hands-on execution. I spearheaded a comprehensive brand overhaul, beginning with the development of a fresh visual identity and adaptable messaging guidelines. This foundation, designed to seamlessly support @VirtualCounsel's future marketing endeavors while upholding our commitment to top-tier patient care, was meticulously crafted by the team.
This strategic groundwork was then translated into a cutting-edge digital presence, complete with a redesigned and re-platformed website. We partnered with a Webflow Agency to achieve this milestone well within the confines of a challenging 90-day project sprint.
In tandem, we executed a strategic re-introduction of the brand to both existing and new audiences. A series of thoughtfully crafted drip email campaigns and sales materials were deployed, strategically engineered to captivate attention and capture new leads.
The New @VirtualCounsel
At @VirtualCounsel, my role as CMO was a dynamic blend of strategic innovation and hands-on execution. I spearheaded a comprehensive brand overhaul, beginning with the development of a fresh visual identity and adaptable messaging guidelines. This foundation, designed to seamlessly support @VirtualCounsel's future marketing endeavors while upholding our commitment to top-tier patient care, was meticulously crafted by the team.
This strategic groundwork was then translated into a cutting-edge digital presence, complete with a redesigned and re-platformed website. We partnered with a Webflow Agency to achieve this milestone well within the confines of a challenging 90-day project sprint.
In tandem, we executed a strategic re-introduction of the brand to both existing and new audiences. A series of thoughtfully crafted drip email campaigns and sales materials were deployed, strategically engineered to captivate attention and capture new leads.
+250%
increase in calls booked
+412%
increase in web traffic
+412%
+250%
increase in web
traffic
increase in calls
booked
By regularly conducting performance analytics reviews of our website through Google Analytics, I was able to continuously optimize our pipeline, enhancing efficiency at every stage. Through strategic measures like lead qualification, streamlined communication, and the integration of advanced analytics and CRM tools, I drove precision and data-driven decision-making. This data-review practice not only accelerated deal closures but also created a dynamic sales environment, resulting in a finely tuned pipeline that boosted quality lead flow by +250%.
Sales Collateral
I crafted impactful sales collateral—dynamic one-pagers, interactive pricing pages, and compelling follow-up emails. These tools, designed for clarity and engagement, increased call show-up rates by nearly 25%. It's not just about information; it's an experience that guides prospects seamlessly through their decision-making journey.
Funnel Strategy
I strategized and implemented diverse lead capture funnels at @VirtualCounsel, ensuring valuable content marketing, free downloadable guides, and checklists engaged our ideal audience. This strategic approach guided prospects from initial awareness to e-signature, seamlessly nurturing leads and paving the way for successful sales calls and upsells into our subscription model.
CRM Optimization
At @VirtualCounsel, I played a pivotal role in optimizing our CRM (HubSpot), a crucial asset for understanding and serving our customers. I ensured its correct setup, providing confidence in the accuracy of data and insights. Additionally, I crafted workflows and automations that not only cultivated meaningful customer connections but also guided leads seamlessly through the sales funnel. The robust data and reporting capabilities embedded in our CRM empowered informed decision-making by offering comprehensive insights into campaign performance, ensuring strategic and data-driven approaches.
Sales Enablement for @VirtualCounsel
Lead Generation
I took a data-driven approach to connecting our sales team with quality leads to rapidly scale up the volume of opportunities for @VirtualCounsel. I leveraged a blend of paid and organic inbound and outbound marketing techniques to identify potential clients who had a genuine interest and need for our legal services.
Conversion Rate Optimization
Lead Generation
I took a data-driven approach to connecting our sales team with quality leads to rapidly scale up the volume of opportunities for @VirtualCounsel. I leveraged a blend of paid and organic inbound and outbound marketing techniques to identify potential clients who had a genuine interest and need for our legal services.
CRO
By regularly conducting performance analytics reviews of our website through Google Analytics, I was able to continuously optimize our pipeline, enhancing efficiency at every stage. Through strategic measures like lead qualification, streamlined communication, and the integration of advanced analytics and CRM tools, I drove precision and data-driven decision-making. This data-review practice not only accelerated deal closures but also created a dynamic sales environment, resulting in a finely tuned pipeline that boosted quality lead flow by +250%.
Sales Collateral
I crafted impactful sales collateral—dynamic one-pagers, interactive pricing pages, and compelling follow-up emails. These tools, designed for clarity and engagement, increased call show-up rates by nearly 25%. It's not just about information; it's an experience that guides prospects seamlessly through their decision-making journey.
Funnel Strategy
I orchestrated and implemented diverse lead capture funnels at @VirtualCounsel, ensuring valuable content marketing, free downloadable guides, and checklists engaged our ideal audience. This strategic approach guided prospects from initial awareness to e-signature, seamlessly nurturing leads and paving the way for successful sales calls and upsells into our subscription model.
CRM Optimization
At @VirtualCounsel, I played a pivotal role in optimizing our CRM (HubSpot), a crucial asset for understanding and serving our customers. I ensured its correct setup, providing confidence in the accuracy of data and insights. Additionally, I crafted workflows and automations that not only cultivated meaningful customer connections but also guided leads seamlessly through the sales funnel. The robust data and reporting capabilities embedded in our CRM empowered informed decision-making by offering comprehensive insights into campaign performance, ensuring strategic and data-driven approaches.
+25%
increase in call show up rate
+15%
increase in annual retention rate
+25%
+15%
increase in call
show up-rate
increase in annual
retention rate
I took the reins in crafting impactful email campaigns at @VirtualCounsel, spanning cold outreach initiatives, newsletters, and lead nurture campaigns. Tailoring each communication for maximum resonance, these campaigns strategically engaged our audience, fostering meaningful connections and driving conversions. Whether initiating cold outreach, delivering informative newsletters, or guiding leads through nurturing sequences, our email strategies were finely tuned to captivate, convert, and establish lasting relationships with our audience.
Search Engine Optimizaton
Through meticulous keyword research, on-page optimization, and strategic content creation, we positioned our brand prominently in search results. This comprehensive approach extended to technical SEO enhancements, ensuring our website was not just visible but also user-friendly. The result was increased organic traffic (+412%), heightened visibility, and improved search rankings, solidifying our position as a digitally competitive force in our industry.
Rebrand & Website Redesign
I sourced and led a dynamic team of web developers and copywriters at @VirtualCounsel, spearheading a seamless rebrand and website redesign project. From providing design and copy inspiration to overseeing the implementation of fresh ideas, I ensured the creative elements aligned with our brand. My role extended to meticulous project management, ensuring our team stayed on timeline throughout the process. The result was not just a visually compelling and user-friendly website but also a successful rebrand that resonated with our audience and upheld our brand identity.
Performance Analytics
I took charge of monitoring our paid and organic digital campaigns, as well as online traffic, employing Google Analytics to gain insightful data. Through analysis and reporting, I provided my team with comprehensive insights. These reports weren't just numbers; they were strategic documents, outlining actionable suggestions for improvement. By leveraging data-driven insights, we refined our campaigns, optimized performance, and consistently evolved our digital strategies to achieve peak effectiveness.
Digital Strategy for @VirtualCounsel
Holistic Strategy
From optimizing our online presence through SEO best practices to crafting engaging content for social media and deploying targeted email campaigns, every element worked synergistically. This integrated strategy not only enhanced brand visibility but also fostered meaningful connections with our audience. By strategically aligning our efforts across platforms, we maximized our reach, engagement, and conversions, ensuring a unified and impactful digital marketing presence.
Email Marketing
Holistic Strategy
From optimizing our online presence through SEO best practices to crafting engaging content for social media and deploying targeted email campaigns, every element worked synergistically. This integrated strategy not only enhanced brand visibility but also fostered meaningful connections with our audience. By strategically aligning our efforts across platforms, we maximized our reach, engagement, and conversions, ensuring a unified and impactful digital marketing presence.
Email Marketing
I took the reins in crafting impactful email campaigns at @VirtualCounsel, spanning cold outreach initiatives, newsletters, and lead nurture campaigns. Tailoring each communication for maximum resonance, these campaigns strategically engaged our audience, fostering meaningful connections and driving conversions. Whether initiating cold outreach, delivering informative newsletters, or guiding leads through nurturing sequences, our email strategies were finely tuned to captivate, convert, and establish lasting relationships with our audience.
SEO
Through meticulous keyword research, on-page optimization, and strategic content creation, we positioned our brand prominently in search results. This comprehensive approach extended to technical SEO enhancements, ensuring our website was not just visible but also user-friendly. The result was increased organic traffic (+412%), heightened visibility, and improved search rankings, solidifying our position as a digitally competitive force in our industry.
Rebrand & Redesign
I sourced and led a dynamic team of web developers and copywriters at @VirtualCounsel, spearheading a seamless rebrand and website redesign project. From providing design and copy inspiration to overseeing the implementation of fresh ideas, I ensured the creative elements aligned with our brand. My role extended to meticulous project management, ensuring our team stayed on timeline throughout the process. The result was not just a visually compelling and user-friendly website but also a successful rebrand that resonated with our audience and upheld our brand identity.
Performance Analytics
I took charge of monitoring our paid and organic digital campaigns, as well as online traffic, employing Google Analytics to gain insightful data. Through analysis and reporting, I provided my team with comprehensive insights. These reports weren't just numbers; they were strategic documents, outlining actionable suggestions for improvement. By leveraging data-driven insights, we refined our campaigns, optimized performance, and consistently evolved our digital strategies to achieve peak effectiveness.
“Bre’s creativity and dedication to her work were instrumental in driving our company's success. She demonstrated a deep understanding of our industry and consistently delivered innovative marketing campaigns that not only increased our brand visibility but also drove tangible results.”
Daniel Goodrich
Founder & CEO, @VirtualCounsel
“Bre consistently delivered innovative marketing campaigns that not only increased our brand visibility but also drove tangible results.”
Daniel Goodrich
CEO, @VirtualCounsel
I led the creation of impactful blog posts at @VirtualCounsel, transforming industry insights and tips for our ideal clientele into compelling content. By incorporating SEO best practices, offering thought-leading perspectives, and infusing engaging design elements, our blog posts, news updates, and landing pages became powerful drivers of organic traffic, audience engagement, and conversions, transforming our online presence into a growth powerhouse.
Testimonial Videos
I introduced a process at @VirtualCounsel, empowering our clients to effortlessly create engaging testimonial videos for our use. Recognizing the unparalleled power of video content, I embedded this process seamlessly into our fulfillment system, ensuring it became an automated and integral part of our operations. This strategic framework not only captures the unique stories of our clients but also guarantees that each testimonial video is both engaging and informative, reinforcing our brand's impact and credibility.
LinkedIn Presence
Through thought-provoking content and insightful perspectives, we positioned ourselves as industry thought leaders, fostering engagement and conversation. This strategic approach not only elevated our brand visibility but also successfully converted engagement into a growing community of followers. Moreover, it played a crucial role in attracting and converting clients, turning our LinkedIn presence into a powerful asset for brand positioning and business growth.
Content Marketing for @VirtualCounsel
Case Studies
I spearheaded the creation of compelling case studies at @VirtualCounsel, showcasing our clients' successes as powerful sales enablement material. These impactful customer stories, meticulously crafted, not only provided a real-world glimpse into our accomplishments but also served as the foundation for persuasive pitch decks and compelling marketing content, driving home our value propositions and offering compelling proof points to potential clients.
Blog Posts
Case Studies
I spearheaded the creation of compelling case studies at @VirtualCounsel, showcasing our clients' successes as powerful sales enablement material. These impactful customer stories, meticulously crafted, not only provided a real-world glimpse into our accomplishments but also served as the foundation for persuasive pitch decks and compelling marketing content, driving home our value propositions and offering compelling proof points to potential clients.
Blog Posts
I led the creation of impactful blog posts at @VirtualCounsel, transforming industry insights and tips for our ideal clientele into compelling content. By incorporating SEO best practices, offering thought-leading perspectives, and infusing engaging design elements, our blog posts, news updates, and landing pages became powerful drivers of organic traffic, audience engagement, and conversions, transforming our online presence into a growth powerhouse.
Testimonial Videos
I introduced a process at @VirtualCounsel, empowering our clients to effortlessly create engaging testimonial videos for our use. Recognizing the unparalleled power of video content, I embedded this process seamlessly into our fulfillment system, ensuring it became an automated and integral part of our operations. This strategic framework not only captures the unique stories of our clients but also guarantees that each testimonial video is both engaging and informative, reinforcing our brand's impact and credibility.
LinkedIn Presence
Through thought-provoking content and insightful perspectives, we positioned ourselves as industry thought leaders, fostering engagement and conversation. This strategic approach not only elevated our brand visibility but also successfully converted engagement into a growing community of followers. Moreover, it played a crucial role in attracting and converting clients, turning our LinkedIn presence into a powerful asset for brand positioning and business growth.
“What truly sets Bre apart is her ability to lead and inspire her team. She fostered a collaborative and supportive work environment, which resulted in a highly motivated and effective marketing team. Bre's leadership style is characterized by her kindness, empathy, and unwavering commitment to her team's professional growth.”
Daniel Goodrich
Founder & CEO, @VirtualCounsel
“What truly sets Bre apart is her ability to lead and inspire her team. She cultivated a work environment a collaborative and supportive work environment, which resulted in a highly motivated and effective marketing team.”
Daniel Goodrich
CEO, @VirtualCounsel
Collaborating closely with the CEO and CFO, I played a pivotal role in reshaping our pricing structure and setting a strategic marketing and contractor budget. We worked together to craft a pricing model that aligned with market dynamics and maximized profitability. Simultaneously, I worked on ensuring our marketing budget was allocated strategically, focusing on initiatives with the highest potential for return on investment (ROI). This collaborative effort resulted in a financially sound strategy that propelled the company toward sustained growth and profitability.
Performance Metrics
I took charge of analyzing metrics at @VirtualCounsel, presenting a comprehensive strategy for improvement during bi-weekly stand-up meetings with the CEO. Through a thorough examination of KPIs, I provided actionable insights and recommendations, which I would then execute with my team. This process wasn't just about numbers; it was a strategic discussion that aimed at enhancing performance, refining our approach, and driving continuous improvement in alignment with our overarching business objectives.
Leadership for @VirtualCounsel
Team Leadership
At @VirtualCounsel, I assumed a leadership role, managing and guiding our marketing and sales teams. I set clear Key Performance Indicators (KPIs), providing a roadmap for success. Leading weekly meetings and check-ins, I fostered open communication and collaboration within the team. This hands-on approach ensured everyone was aligned with our goals, allowed for real-time problem-solving, and empowered each team member to contribute their best to our collective success.
Pricing Strategy & Budgeting
Team Leadership
At @VirtualCounsel, I assumed a leadership role, managing and guiding our marketing and sales teams. I set clear Key Performance Indicators (KPIs), providing a roadmap for success. Leading weekly meetings and check-ins, I fostered open communication and collaboration within the team. This hands-on approach ensured everyone was aligned with our goals, allowed for real-time problem-solving, and empowered each team member to contribute their best to our collective success.
Pricing & Budgeting
Collaborating closely with the CEO and CFO, I played a pivotal role in reshaping our pricing structure and setting a strategic marketing and contractor budget. We worked together to craft a pricing model that aligned with market dynamics and maximized profitability. Simultaneously, I worked on ensuring our marketing budget was allocated strategically, focusing on initiatives with the highest potential for return on investment (ROI). This collaborative effort resulted in a financially sound strategy that propelled the company toward sustained growth and profitability.
Performance Metrics
I took charge of analyzing metrics at @VirtualCounsel, presenting a comprehensive strategy for improvement during bi-weekly stand-up meetings with the CEO. Through a thorough examination of KPIs, I provided actionable insights and recommendations, which I would then execute with my team. This process wasn't just about numbers; it was a strategic discussion that aimed at enhancing performance, refining our approach, and driving continuous improvement in alignment with our overarching business objectives.
I’m looking forward to working with you, too.
Let’s chat about your company and goals and see if it’s a good fit for us both.
