Robynn Paddock
Case Study
Repositioned a fragmented marketing motion into a targeted, account-driven strategy aligned to pipeline outcomes.
Marketing was broad, disconnected, and not tied to revenue outcomes.
Campaigns were built for reach, not impact, and there was no clear alignment between content, audience, and sales priorities.
I reoriented the go-to-market motion around an account-based approach.
This included identifying high-value target accounts, aligning messaging to real market dynamics, and creating a shared framework between marketing and sales focused on pipeline outcomes.
This was executed through a structured, multi-touch engagement model designed to move target accounts from initial awareness to high-intent action.
Campaigns were sequenced across multiple touchpoints, reinforcing key narratives and aligning content to specific stages of the buying journey. This included a deeply sequenced campaign architecture that ensured consistent engagement and progression across each stage of the funnel.
The result was a more focused and aligned growth engine.
Marketing shifted from a support function to a driver of pipeline, engagement became more relevant and targeted, and efforts were concentrated on accounts with the highest potential impact.
This work repositioned marketing as a core driver of pipeline and revenue, shifting the organization from broad demand generation to a focused, account-driven growth model.
Efforts became more targeted, alignment with sales improved, and resources were concentrated on accounts with the highest potential impact.