B2B Transit Software Company
A B2B transit software company had a strong product, but the marketing system around it was not ready to support scalable inbound growth.
Field: Transit technology / B2B software / public-sector operations
Problems:
The company had useful strategic materials, but not enough tactical content to turn the strategy into visible marketing activity
Product pages and conversion paths were not clear enough for new visitors trying to understand what the company offered
The messaging focused too much on the product itself and not enough on the operational problems buyers were trying to solve
Email, LinkedIn, campaign content, sales support, and measurement needed a more connected system
Impact:
Created a clearer brand and content strategy that connected positioning, product visibility, campaign planning, email outreach, LinkedIn content, and execution priorities. The work helped shift the company’s communication from “this is what the product does” to “this is the problem buyers face, why it matters, and how the product helps address it.”
Key Contributions:
Reviewed existing strategy materials and identified what was missing before the company could use them in real campaigns
Identified gaps in product page visibility, demo flow, email outreach, nurture content, sales support, measurement, and internal planning
Reframed the product around buyer problems, including limited visibility, coordination issues, operational risk, and the cost of being unprepared
Created a problem-first positioning direction that made the company’s value easier to understand before introducing the product
Developed a four-article evergreen system where each piece had a clear strategic job: explain the problem, show the visibility gap, make the financial case, and connect the solution to critical operations
Built a 12-month content plan organized around strategic pillars, campaign themes, content formats, timing, CTA logic, and audience intent
Designed email outreach and follow-up sequence logic to move buyers from awareness to proof to action
Created LinkedIn content rotation guidance so the company could avoid repeating the same message and instead publish across leadership, data, proof, and practical education
Developed reusable campaign templates that could be adapted for different high-demand events, seasonal moments, and operational scenarios
Created an execution roadmap that prioritized the most important content pieces first, instead of treating every missing asset as equally urgent
