Karys Layne Candles is a high end, hand poured candle brand located in Canada. While product development was their core competency, marketing was not. Our agency worked with Karys Layne Candles on several projects:
While we mutually enjoyed working together, Karys Layne Candles decided to focus on their B2B branch and minimize their B2C operations.
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Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.
The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.