Jetpack Workflow

Accounting workflow and project management software for ambitious accounting firms. Solo marketer rebuilding the marketing engine. Focusing on positioning and brand, marketing operations, creating demand, and building a product marketing function.

Head of Marketing

RevFoundry

RevFoundry provides “marketing as a subscription” services that help founders and small marketing teams at pre-seed to Series A/B SaaS startups build their GTM plans, create demand, and scale revenue. Simple options, flat monthly rates, pause or cancel anytime.

Founder

Remote Work Junkie

Your hub for all things remote work 📍

Remote work tips, building remote teams, discover and post remote jobs, remote hiring guides, and much more. Join our remote content community!

I strategize, plan, write, and publish 95% of the content. Manage all SEO, partnerships, social media, accounting, etc.

▪ Over 190,000 people visited the website and job board in the last 365 days (March 2024). 

▪ Over 2,400 job seekers created their free account on the job board (March 2024). 

▪ Grew the LinkedIn company page to 119k+ followers. Over 1.4 million organic content impressions in the last 365 days. (March 2024)

▪ Currently writing 95%+ of the articles (research, editing, and publishing).

▪ Handle all on-page and technical SEO efforts to grow organically. 

▪ Defining the brand voice and strategy to stand out in the market. 

▪ Managing all partnerships, content, emails, social media, and affiliate programs.  

See more at www.remoteworkjunkie.com

EveryoneSocial

Overview since joining EveryoneSocial:

Led and executed the demand generation and content marketing efforts. Employee #6 and part of two fundraising rounds (Series A and Series B) totaling $20+ million. I was a marketing team of one for the first three years.

▪ Improved and maintained our CAC payback period to less than 10 months for multiple years.

▪ Built and scaled the inbound content engine, with organic contributing to 80%+ of all leads.

▪ Created a robust demand generation strategy that drove a 250% increase in monthly demo requests.

▪ Developed the self-serve launch strategy and grew it organically to 100+ monthly free trial signups. 

▪ Increased and maintained an average conversion rate of 15%+ across all landing pages.

▪ Hired, onboarded, and served a six person marketing team. Also managed freelancers and agencies.

▪ Executed and managed all on page and technical SEO efforts.

▪ Managed a seven-figure budget and was point for all marketing vendors.

▪ Guided the direction of content marketing, brand, and social media (LinkedIn, Twitter, Instagram, YouTube).

▪ Implemented and utilized strategic technologies like Clearbit, Chili Piper, G2, Zoom, SEMRush, Screaming Frog, Trello, HubSpot (CRM and Marketing Automation), Google Analytics, Terminus, Drift, Chorus.ai, ZoomInfo, WordPress, ChatGPT, and others. 

▪ Launched and coordinated our first industry virtual event. Drove almost 2,000 registrants in our niche category with a small budget.

▪Planned and launched our podcast and recurring webinar series from the ground up to build trust and create more demand. 

▪ Partnered closely with the sales team to identify key opportunities, align on strategy, generate new content, launch ABM campaigns, and build processes that helped meet revenue goals.

▪ Developed our thought leadership, founder brand strategy, and employee advocacy efforts.

▪ Built the paid ad strategy utilizing LinkedIn, Google, Bing, Facebook, Quora, and tested other channels.

Director of Marketing

All marketing things as a team of one. 

▪ Managed co-marketing initiatives via direct partners, online communities, and other brands with relevant audiences to drive awareness.

▪ Helped develop and guide direction of our first podcast, before rebranding. 

▪ Helped drive 50%+ revenue growth two years in a row via SEO, paid ads, social media, and email. 

▪ Managed a six-figure marketing budget.

▪ Continued refining and developing new creative content for more product and brand exposure (pillar pages, customer stories, playbooks, videos, podcast).

▪ Handled the copywriting and content creation for all forms of advertising, guides, the website, landing pages, and social media.

▪ Guiding and launching our initial strategies for customer marketing, product marketing, ABM, and employer brand.

▪ Collaborating with sales, client success, and creative teams on various marketing campaigns.

Head Of Marketing

Joined the team as the only digital marketing hire, tasked with helping the company become the leader in their industry, driving more sales qualified leads, and help establish a brand.

▪ Built a content marketing and SEO strategy from scratch, which created a 200% growth in inbound leads in the first year. 

▪ Introduced various paid advertising strategies through ABM, Google, LinkedIn, Facebook, Bing, and paid partnerships.

▪ Analyzed and helped lead the website redesign for improved marketing funnels and conversion rate optimization.

▪ Overhauled all marketing operations and lead scoring for more efficiency (Brought on HubSpot).

▪ Worked closely with the sales team to achieve their first high six-figure quarter of closed-won.

▪ Created a customer marketing and review strategy (G2 + Capterra) to further drive leads, build trust, and identify upsell opportunities.

▪ Utilized various data points and technologies to build custom reporting dashboards to track ROI.

Digital Marketing Sr. Manager

Invested Wallet

Website acquired in 2021. 

Invested Wallet is a personal finance, investing, and money community dedicated to helping beginners and beyond reach financial independence. 

▪ Built website and brand from the ground up (0 to 75k+ monthly pageviews).

▪ Drove content strategy in competitive YMYL category.

▪ Built partnerships with financial companies.

▪ Wrote 90% of articles for the website (200+ articles). 

▪ Ran social media, emails, and marketing automation. 

▪ Created multiple revenue streams through affiliate marketing, display ads, and sponsorships.

▪ Secured quotes and features in Time, Huffington Post, Business Insider, GoBankingRates, Yahoo Finance, CNBC, MarketWatch & MSN.

Business 2 Community

Contributor

SmartAcre

SmartAcre is a demand generation marketing agency who helps your business connect and engage with people throughout the buyers’ journey. Local clients, VC funded start-ups, to Fortune 500 companies. 

▪ Acquired Google Adwords Certification, Google Analytics Certification, and Inbound Marketing Certification from HubSpot.

▪ Managed large email marketing campaigns for Fortune 500 company.

▪ Developed client strategy guides for SEO/SEM, content, social, and paid advertising.

▪ Managed and created PPC campaigns for various clients (budgets ranging from $500/month to $30,000/month).

▪ Setting up, managing and testing paid social campaigns (Facebook, Linkedin).

▪ Monthly reporting and analytics. Analyzing data for growth opportunities.

▪ Marketing automation: landing pages, workflows (Pardot, HubSpot).

▪ Led the marketing efforts for the agency to attract new clients and helped generate seven-figures of new business.

Inbound Marketer

Hive App, LLC

We make discovering music as easy as swiping your finger. Listen to the best undiscovered artists in 30-second clips to build the ultimate playlist. With our patent-pending distribution method, we make finding your perfect fans easier than ever. Seed funding in 2015.

▪ Artist community growth and partnership development with labels, festivals, etc.

▪ Secured organic PR placements with publications like Forbes, AppAdvice, and others.

▪Developed partnerships with Red Bull Sound Select, Disruptor Records, Hit City U.S.A.

▪Increasing artist sign-ups, app downloads, and site engagement with SEO, content strategies, etc.

Head of Artist Acquisition 

Fanswell

Fanswell was a SaaS music start-up that helps artists and fans get together to create unique live music experiences. Artists can list when and where they want to play, which fans can then submit bids to host a show. Fanswell gave the fans tools to promote these shows by selling tickets, raising crowdfunds, and promoting the event online. Artists, bands, managers, and fans alike are active users. Received seed funding in early 2015. 


▪ Led the creative direction of blog launch and overall content strategy.

▪ Within one month, 30%+ of total leads were generated from the blog content.

▪ Tested new software features, product launches, and contributed to product innovation.

▪ Led email marketing campaigns, SEO/SEM, growth hacking, and other web related tasks.

Content Marketing Manager (Remote)

BigHealth, LLC

Online nutritional supplement retailer providing multiple products for joint pain, muscle growth, weight loss, fitness, and healthier skin. Listed in Inc's 5000 Fastest Growing Private Companies in America for 2015.

▪ Web strategy for the companies' multiple eCommerce websites. This includes design layout, text, image placement, & more.

▪ Work closely with the CIO and help develop multiple sites to receive orders in house.

▪ Managed the freelance programmers on tasks and web projects. Seeing tasks are completed successfully.

▪ Cleaned up and organized WordPress sites for user improvement and conversions.

▪ Developing marketing strategies and implement new ideas to generate sales.

▪ Social Media, copy editing, SEO, and blog content for various portfolio sites.

Web Project & Marketing Consultant (Remote)

Head of Marketing @ Jetpack Workflow | B2B Marketing Advisor | Founder @ Remote Work Junkie

In the last 12+ years, I’ve built my career around marketing, demand gen, and content in B2B and SaaS. I also enjoy building profitable niche content websites and communities from the ground up.

► Head of Marketing at Jetpack Workflow

► Founder & Fractional Marketer At RevFoundry

► Founder at Remote Work Junkie


Some career highlights: 

Employee #6 at EveryoneSocial,  a SaaS platform that enables employees to easily share and create important content on social media. Part of two fundraising rounds totaling $20+ million.

→ Solo marketer for the first three years. 
→ Pivotal in helping scale revenue up from under $1M ARR to a few million before building the team. 
→ Improved and maintained our CAC payback period to less than 10 months for multiple years.
→ Built and scaled the inbound content engine, with organic contributing to 80%+ of all leads.
→ Created a robust demand generation strategy that drove a 250% increase in monthly demo requests.
→ Developed the self-serve launch strategy and grew it organically to 100+ monthly signups. 

Building and growing Remote Work Junkie (launched March 2022), the hub for all things remote work and career advice. On a mission to help job seekers and employers alike. A solo venture that I’m building on the side with no advertising dollars. 

→ 100,000+ people visited the site since launch (as of Dec 2023).
→ LinkedIn page has over 60k followers (as of Dec 2023).
→ 1300+ free job seeker accounts created (as of Dec 2023).

Want to learn more? Interested in posting remote jobs to the job board or advertising? Find everything here: https://remoteworkjunkie.com/ 


Built Invested Wallet (Acquired 2021), a personal finance and investing website for beginners and beyond. A solo venture that I created on the side, while working full-time with no advertising dollars. 

→ Grew from 0 to 75,000+ monthly pageviews organically.
→ Featured or quoted in major media outlets (CNBC, Business Insider, etc).
→ Netted $100k+ in 3 years (yearly earnings + acquisition)

✌️

Pulling some data from Remote Work Junkie and I took a look at where the stats could end up at the end of the year. 

Seeing the reach of this project still makes me go 🤯 

With about 10 hours of work I put into each week, no capital, no resources, no team - can't complain about these numbers (even though I constantly think I should be doing better 🤷‍♂️). 

So if the data stays relatively balanced month over month (no major dips or growth), the main channels should grow to these: 

→  LinkedIn page - 275k followers and over 3M content impressions.
→  Website - 850K pageviews, 400K users, serving 11M ad impressions
→  Job board - 7k job seeker accounts, 36k external job applications
→  Newsletter - 8k subscribers, 38%+ open rates

Naturally, in a few areas I do have some levers to pull for more growth (looking at you newsletter), so I'm hoping to go beyond these numbers. 

I'm sure I may also fail in some areas, but those will be great marketing and business lessons too (; 

#BuildInPublic #SideHustle #Marketing #Content 

Todd Kunsman

We easily saved $175K+/year in Google Ads.

How? 

Turning the ads off 😅 

Thank you for listening to my Ted Talk. 

Okay, but seriously. 

It started in phases before making the decision to turn them off. And guess what? Trials and demos have barely dipped because of it. 

I'll be turning some ads back on in a couple weeks, but fixing a few things first before launching them again. 

Here were the phases: 

Phase 1 ⤵ 

When I first joined Jetpack Workflow, I spent time analyzing results from paid search over the last 24 months and looking at what the ad agency was doing. 

I quickly discovered wasteful spend, declining results for months, settings that were driving up costs, more competition for certain target keywords, and that the branded campaign what drove 90%+ of paid search ROI that we were getting currently 🥴

Phase 2 ⤵ 

Turned off the lead gen campaigns and the branded campaign. Then tightened up the settings, targeting, etc. of remaining high intent campaigns. Already saving some a good chunk of money. 

Phase 3 ⤵ 

Parted ways with the ad agency. They did some good work in the early days, but things were on the decline for months with little changes from them. Even when I shared ideas and some of the issues. 

It was mostly a "drive as many leads" play from them, but those leads barely converted to revenue. YIKES. And content and copy was rarely adjusted or rotated. 

Lead volume decreased, but no negative impact to trials, demos, or revenue, even after a few months. Clearly, money was being previously wasted. 

Phase 4 ⤵ 

Realigning our brand positioning, narrative, copy, start creating better landing pages, and completely rebuilt the brand and website (it needed a refresh big time). 

I still left two very high intent campaigns during this time on specific to our software category. Lower search volume, but better reach of our ICPs in market and cost less. 

Phase 5 ⤵ 

Paused remaining campaigns. With a new product, new pages in the works, and our ICP (accounting firm owners) being heads down during tax season - it made sense to take a pause and rethink the strategy. 

Phase 6 ⤵

Hopefully see better demand and ROI when we re-launch and test out new copy/landing pages. But it's a continued evaluation to ensure positive progress. 

Two lessons to keep in mind:

👉  You can't "Set it and forget it" with paid search. There will be highs and lows, but thinking things will "work as is" when you are seeing strong results for years, is a wasteful mindset. 

👉 Don't be afraid to test turning Google ads off. You don't NEED to have this channel running if the data and your intuition is telling you otherwise. 

#B2BMarketing #SaaS #PaidSearch 

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