Freshwater Marketing

BACKGROUND

Please describe your company and position.

I am the Marketing & Communications Manager of Sourcetoad

Describe what your company does in a single sentence.

Sourcetoad is a custom software development agency specializing in automating internal workflows, modernizing legacy systems, building custom AI solutions, and turning manual services into scalable, self-serve digital products.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Freshwater Marketing to accomplish?

• Fractional CMO

SOLUTION

How did you find Freshwater Marketing?

Referral

Why did you select Freshwater Marketing over others?

• High ratings
• Close to my geographic location
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Freshwater Marketing were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Hillary with Freshwater Marketing joined Sourcetoad as a Fractional CMO when our Director of Marketing was departing. During her time as CMO, she ran Sourcetoad's marketing efforts, including: 

• Hiring, onboarding, & training a new Marketing & Communications Manager
• Developing Buyer Personas 
• Market Research
• Marketing Strategy development
• Partner program development
• Website redesign, including creative deliverables and project management for two new websites
• Keyword/SEO optimization
• Onboarding Sourcetoad to Hubspot and serving as Sourcetoad's Hubspot expert
• Developing a new sub-brand for Sourcetoad's cruise products
• Writing case studies
• Content creation
• Composing blog posts
• White paper research & creation
• Conference & event planning
• Running weekly Sales/Marketing syncs 
• Advising sales/marketing team and executive team on best practices

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

During her time with Sourcetoad, Hillary helped overhaul our marketing department and created many deliverables that led to successful outcomes, including: 

• Building a new, clean and professional website to present Sourcetoad in a more professional and enterprise-friendly way
• Developed a new sub-brand for our cruise products, helping us kick off our first product marketing campaigns
• Developed our first partner referral program, which brought us new clients
• Onboarded Sourcetoad with Hubspot, revamping our pipeline management
• Delivered content to help Sourcetoad tell our story, including white papers and case studies
• Helped plan several succesful conferences that led to new business 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Hillary always delivered on time and under budget. She is an excellent project manager, using waterfall project management techniques. She also trained the marketing staff on managing projects and budgets. She is very responsive, a quick thinker, and full of good ideas. 

What was your primary form of communication with Freshwater Marketing?

• In-Person Meeting
• Virtual Meeting

What did you find most impressive or unique about this company?

Hillary is a one-stop shop. She can do everything a company needs in a marketing department. 

Are there any areas for improvement or something Freshwater Marketing could have done differently?

Honestly, I don't have any suggestions on how Hillary could have improved. I wish we could have worked with her longer!