Seeds for Scale:

Building a Strategic Marketing Foundation at an Enterprise Technology Platform

The Challenge

A provider of enterprise workflow automation solutions, faced a critical turning point in their growth journey. Despite having a powerful product that enabled CTOs and CXOs to take control of their organization's user experiences, they struggled to effectively communicate their value proposition and generate consistent pipeline growth.

Key challenges included:

  • No structured marketing strategy or framework

  • Limited pipeline beyond founder relationships

  • Inconsistent messaging and positioning

  • Lack of dedicated marketing resources

  • Website and content that didn't effectively communicate product value

  • Difficulty reaching decision-makers who could address core organizational issues

Solution

Innovate Forward partnered with the client to implement a comprehensive marketing transformation, focusing on three core pillars:

Strategic Foundation

  • Developed comprehensive positioning and messaging framework

  • Created clear brand architecture with defined pillars and differentiators

  • Established consistent messaging themes aligned with target audience needs

  • Built framework for measuring and tracking marketing performance

Team & Process Development

  • Recruited and onboarded high-performing marketing leadership

  • Streamlined legacy marketing processes

  • Implemented efficient content generation workflows

  • Created cross-functional alignment between product, sales, and marketing

Growth Engine Activation

  • Launched new website with clear value proposition

  • Developed sales enablement materials including first-call deck and case studies

  • Established partner marketing program

  • Created systematic approach to content creation and distribution

Results

Breakthrough Moments

What made this transformation particularly impactful were several key moments that showed true organizational alignment:

  • Engineering Team Initiative: The engineering team built a leaderboard tracking how different departments could support marketing efforts, demonstrating organization-wide buy-in

  • Sales Team Confidence: For the first time, the sales team actively wanted to direct prospects to the website and showcase marketing materials

  • Data-Driven Culture: Implementation of marketing dashboards shifted conversations to be metrics-driven, enabling better decision-making

Early Momentum

While starting from a minimal baseline, within six months the transformation began showing meaningful traction:

  • Digital Presence: Growing momentum with 7x improvement in organic and direct traffic

  • Engagement: Significant uptick in visitor engagement, showing 5x improvement in content interaction

  • Social Impact: 48% increase in social engagement as new content strategy took hold

  • Conversion: Early wins with 3x improvement in website user actions

  • Cultural: Foundational shift to data-driven decision making and enhanced cross-functional collaboration

These early indicators, while starting from a modest baseline, demonstrated that the new marketing foundation was beginning to drive real business impact.

Ongoing Partnership

The relationship continues to evolve, with current focus areas including:

  • Strategic guidance for the marketing team

  • Leadership coaching for head of marketing

  • Channel optimization for enhanced funnel engagement

  • Strategic messaging refinement to drive solution awareness

“We had the pleasure of working with Nataly Huff from Innovate Forward over the past six months, and her impact has been transformative. Nataly brought a structured and strategic approach, enabling us to lay a strong foundation for accelerated growth. She quickly understood our business and identified the strategic levers that could move us forward, providing actionable insights that clarified our marketing direction.”
— CEO

Let’s Do This Together

Whether it’s digital experience, CRM transformation, or customer acquisition, Innovate Forward specializes in creating cohesive digital strategies that drive measurable results while respecting the unique needs of complex business models.