Leading Growth Marketing at SpotOn
Led growth marketing at $3.6B POS company SpotOn, tripling closed deal revenue and growing B2B pipeline contribution from 5% to 15%. Scaled multi-channel campaigns, optimized lead routing, and built a high-performing team to drive sustainable, data-driven growth.
Client Overview: SpotOn
SpotOn is a rapidly growing POS company valued at $3.6B. The company is known for its high growth and customer-centric solutions primarily targeting restaurants. In my role as Director of Growth Marketing, I was responsible for developing and executing strategies that fueled SpotOn’s growth across various marketing channels.
Role: Director of Growth Marketing
As Director of Growth Marketing, I hired and led an internal team of 6 marketers and collaborated closely with cross-functional teams, including product marketing, sales, data teams, and sales operations, to develop and execute scalable growth strategies. I oversaw campaigns that spanned paid ads, SEO, content marketing, ABM, email nurture, events, cross sell and upsell, and more, all while continuously refining processes to drive performance improvements.
Challenges:
SpotOn was facing an ambitious goal of scaling its B2B pipeline and optimizing lead generation strategies, all while working to exceed strong growth goals. There was a need to create a more streamlined and refined process for capturing, nurturing, and converting leads to ensure consistent and scalable growth. The company needed structure and experienced support to build a growth marketing and demand generation engine.
Solutions & Strategy:
1. Building a Scalable B2B Pipeline
I developed and executed a multi-channel strategy that spanned paid advertising, SEO, content marketing, ABM (account-based marketing), strategic events, email nurture programs, events marketing, and cross sell and upsell strategies to build and expand SpotOn’s B2B pipeline.
2. Lead Routing Optimization
I led a cross-functional team to redesign the lead routing program, ensuring that leads were accurately categorized, tracked, and handed off efficiently from marketing to sales. This effort improved lead quality and conversion rates.
3. Team Leadership & Development
Initially starting as a team of one, I successfully grew and mentored a team of 7 marketers, fostering a culture of innovation, accountability, and performance optimization.
4. Continuous Testing & Optimizations
I drove a culture of continuous testing and learning, conducting regular performance reviews and using data-driven insights to refine and improve our strategies. This enabled us to optimize campaigns for maximum ROI and impact.
Results:
B2B Pipeline Growth: We successfully grew SpotOn’s B2B pipeline contribution from 5% to 15% of total closed business year-over-year (2021-2022).
290% Increase in Closed Deal Revenue: By executing optimized campaigns across paid ads, SEO, and other channels, I drove a 290% increase in monthly closed deal revenue.
Improved Paid Ad Performance: 25% increase in click-through rates (CTR) and a 30% reduction in cost per acquisition (CPA) due to refined targeting and creative optimization.
SEO & Content Growth: Boosted organic traffic by 15% through keyword optimization and backlinking strategies, and improved website conversion rates by 12%.
ABM Success: Drove a 45% increase in target account engagement through personalized ABM campaigns and tailored content.