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
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.
- How we did it (“The Matrix”). We needed to identify the best combinations of search terms (keywords), price and conversion rates (CTRs).
- 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.
- Extranet for partners vendors investors media relations