Attention is not enough. The marketing engine turns the category story into compounding demand: find the right people, tell the right story, earn a meeting, and carry momentum through proof → demo → win. We rebuilt five pillars: Content, Digital Experience, Lifecycle, Paid/Social, and Events on a single operating cadence and scorecard, so each sprint we moved the numbers we cared about.
1) Goals (what success looks like)
Find & qualify: grow the right sessions, not just sessions.
Create meetings: lower cost/meeting while increasing meeting quality.
Advance proofs: raise proof→demo conversion by tightening the through‑path.
Compound: build a system that improves with every campaign and event.
2) Diagnosis (starting point)
Site traffic was extremely low in key geos; relevance and engagement were uneven.
Content strong in pockets, but inconsistent format and distribution.
Lifecycle messaging generic; limited role/tier personalization.
Social leaned to awareness; weak feedback loop to Sales.
Events produced spikes without systematic pre‑/post‑ orchestration.
3) Operating model (cadence & decision rights)
Bi-Weekly Sprints: one scorecard for Demand (sessions, demo requests, cost/meeting), ABM (coverage, meetings/account, pipe by tier), and Sales (stage conversion, cycle days).
Monthly: theme selection, experiment readouts, SEO/Content/Lifecycle backlog.
Quarterly: OKR commits; budget reallocation; big‑bet launches.
DRIs: Content, Digital Experience (site/AEO/GEO/SEO/CRO), Lifecycle, Paid/Social, Events, each with clear inputs/outputs into ABM and Sales.
4) Content System (first on purpose)
Objective: publish fewer, better assets mapped to ABM and the event spine.
Message house → templates: category explainer, product one‑pagers (DORA, Viz), case study format, analyst brief, executive POV and thought leadership.
Editorial rhythm: monthly theme; weekly ship cadence; review with Sales/GeoSci for credibility.
Distribution: pre‑event warmups; post‑event recap packs; customer co‑marketing.
Measurement: asset‑assisted meetings, assisted pipe, content‑sourced sessions.
5) Digital Experience (DX)
Objective: make the site the fastest path from interest → qualified demo.
Speed & stability: PageSpeed cleanup; image/video discipline; render‑blocking fixes.
AEO/GEO/SEO: striking‑distance improvements; click‑loss recovery on top pages; new topic pages tied to use cases.
CRO: simplified paths to demo; role‑specific landers; social proof modules; form strategy (progressive profiling + enrichment).
Measurement: sessions, demo request rate, SERP CTR; contribution to meetings.
6) Lifecycle (Email/Automation)
Objective: role/tier‑aware journeys that advance to proof.
Foundation: HubSpot hygiene & governance, and shared naming.
Personalization: CEO vs VP Exploration tracks; persona‑specific proof offers; time‑boxed event drips.
Snippets: reusable blocks for proof callouts, demo highlights, and case stats.
Measurement: reply rate, demo lift, proof→demo, influenced pipe.
7) Paid & Social
Objective: amplify high‑intent demand and close gaps in ABM coverage.
Targeting: role/firmographic audiences; geo and event windows.
Creatives: proof‑first ads (before/after visuals, 3D slices, quantified outcome callouts).
Employee advocacy: enable share‑packs; track share→meeting uplifts.
Measurement: cost/meeting, paid‑assisted meetings, paid‑sourced pipe.
8) Events (Field) — the spine
Objective: turn PDAC, Beaver Creek Precious Metals Summit, Denver Gold into meeting factories.
Pre: ABM warmups (exec + technical tracks), scheduler live, VIP lists.
During: Always available demo rhythm; private sessions; leadership meetups; same‑day follow‑ups.
Post: recap assets within 24h; pilot offers; case capture for Content.
Measurement: meetings, event‑window demo rate, event‑sourced pipe.
9) Experiments (examples)
Click‑loss recovery on top 20 pages (SEO) → expect CTR +1.5 pp.
Role‑specific landers → demo rate +0.8 pp.
Proof‑first nurture → proof→demo +4 pp.
10) What changed
The website became a qualified demo engine, not a brochure.
Content shipped as reusable proof—faster to assemble, easier to distribute.
Lifecycle moved from generic nurture to persona‑specific accelerants.
Paid focused on meetings and SQLs, not vanity metrics.
Events became planned spikes with measurable afterburners.
11) Outcomes (validated, with PDAC metrics applied)
Sessions ↑ 1200%; demo request rate ↑ +25%
Event impact (PDAC 2025): demo requests ↑ +65% within the launch window.