Work / Interact Solutions
From outbound to inbound
- Period
- 2021–2023 · Interact Solutions (enterprise governance software)
- I owned
- marketing strategy, performance measurement, paid acquisition, content, webinars, case studies, email workflows, and a six-person marketing and communications team
- I partnered with
- company leadership on acquisition strategy and sales on lead handover
Challenge
Business relied heavily on outbound prospecting, while the sales cycle was long and consultative. Marketing needed to play a bigger role in generating demand and bringing potential customers into the pipeline.
Interact sold to large companies and public-sector organizations, so buyers often researched extensively before speaking with sales.
Approach
Build inbound and paid acquisition into a measurable source of new business, with marketing tracked beyond lead generation through to customer acquisition.
What changed
Sales relied heavily on outbound prospecting and long consultative cycles.
Build inbound and paid acquisition around what buyers were researching, and connect measurement to acquisition.
Digital marketing became a measurable source of new business.
What I did
Led the six-person team across content, paid search, webinars, case studies, and email campaigns. We built campaigns around the questions and problems buyers were researching and used paid search to capture existing demand.
I also changed how we measured performance, connecting marketing activity with leads, opportunities, and customers rather than stopping at traffic or lead volume. Alongside that work, I managed hiring, performance reviews, weekly one-on-ones, and team priorities.
Impact
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