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CASE STUDY

DIGITAL
FOUNTAIN

Picture
Introduction
Digital Fountain offered a ground breaking, patented technology that maximized throughput on digital networks even over lossy networks. It enabled huge databases to follow businesses around the sun over radically smaller pipes; and it was a breakthrough for wireless data transmission, eventually getting bought by Qualcomm.

I joined the team just after the second round of funding, at which time there were about 15 employees. Over the three years I was with them, we grew to a team of 85.

I was hired into the marketing department to head up their digital marketing efforts. In this capacity I helped us reach our customers and explain our value props. But at a startup it never quite ends at your job description. Here’s what I really did.

Samples can be found here:
https://web.archive.org/web/20060617044544/http://digitalfountain.com:80/index.cfm



Marketing automation
  • Gathered requirements, designed and then built a self-publishing platform (CMS) to enable our marketing efforts, then extended similar capabilities to sales, partner managers, customer support, and engineering teams.
  • Built tools that enforced business rules and workflows based on content type: web page, landing page, datasheet, white paper, support FAQ.)
  • Hand coded it using Cold Fusion, MySQL and a few other packages.
  • Managed customer subscriptions through CRM integration
    • Rules-based lead scoring
    • Integrated website with sales CRM lead nurturing (Goldmine and later Salesforce.com)
Sales enablement
  • Web-enabled our sales team through web-based CRM
    • Troubleshoot synchronization issues with sales reps
  • Integrated eCRM (GoldMine and later Salesforce.com) so web leads would automatically show up assigned to the right sales rep, and
  • Made sales data available through secure web connection (intra/extranet) sales org access contact database easily both in the home office and while travelling.
  • Integrated with Salesforce.com using API for advanced view, letting sales see actual web-based activity of any lead
  • Implemented lead scoring algorithms -- helped sales define, then programmed them for automated reports
  • KPIs and reports including data visualizations
Search engine marketing (SEM)
  • Optimized pages for search engine placement based on keywords (SEO)
    • How we did it (“The Matrix”). We needed to identify the best combinations of search terms (keywords), price and conversion rates (CTRs).
      • Output was a keyword report that later was used to drive messaging strategy.
      • Selected search terms (keywords) based on
        • price for PPC and availability for SEO
        • industry,
        • enterprise type/size
        • channel/partner,
        • demographics, and
        • point in sales cycle.
  • Managed pay-per-click (PPC) campaigns and ad networks like Google AdWords.
  • Monitored and reported on results
  • Built custom tools including web-based ROI calculator and remote presentation tools.
CX/Product
  • Customer support tools -- designed and built web-based tools to support our customers, both developers and end users.
    • Support portal-Enabled support techs to receive support tickets, post FAQs and answer community questions.
    • Documentation: worked with tech writers to create online publishing system to easily push web updates directly from their their authoring system
    • Publish release announcements and notes to the website and email blast.
  • Interactive experiences - Designed and built web-based presale tools including ROI calculator, remote slide show presenter, and throughput calculator
  • Build web-based self-service demo with streaming video
  • Contributed design and user experience expertise to dev team to convert Windows app to web-based UI.
Project management
  • Managed several cross-departmental workgroups
  • Managed relationship with vendors for software development, web and social marketing, graphic and web design, writing and editing, and photo production.
  • Worked closely with the IT team to manage all technical aspects of:
    • Extranet for partners vendors investors media relations
    • Intranet for sales, dev, support
    • Web hosting - architect, build and maintain our hosting facilities, including web hosting and video streaming, both on-premise and remote.
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