01 — The Challenge
Following multiple acquisitions and product expansions, Autotask faced a fragmented brand message. Customers often struggled to understand the company’s value proposition across its IT service management solutions. In parallel, the marketing team needed to improve lead generation, unify content strategy, and establish Autotask as a thought leader in the SaaS and IT service provider space.
02 — The Strategy
To rebuild brand consistency and accelerate growth, I led a multi-channel marketing transformation that focused on:
Clarifying product messaging and user experience through a complete website overhaul.
Launching integrated content and demand-generation campaigns to drive inbound leads.
Partnering with Gartner on high-credibility, co-branded content to strengthen authority.
Creating the Metrics That Matter annual survey as a recurring anchor campaign to establish industry leadership.
Each initiative was built around data-driven insights, with continuous optimization through A/B testing, paid-social analysis, and marketing automation.
03— The Execution
Website Rebrand: Recrafted Autotask’s messaging, designed a new homepage, and launched a “Why Autotask” storytelling page to unify all product lines under one voice.
Content & Demand Generation: Directed the creation of eBooks, case studies, and infographics; managed five external vendors; and aligned digital and email campaigns to key buyer stages.
Gartner Co-Branded Campaign: Produced Gartner’s top-performing co-branded newsletter to date, driving qualified SaaS leads across multiple paid and organic channels (LinkedIn, Facebook, Google, and email).
Metrics That Matter Annual Survey: Led the cross-channel rollout—survey, eBook, webinar, blog, and infographic to generate conversation and coverage across industry media.
04 — Results
4,000+ Marketing Engaged Leads.
Improved UX and clarity across website following the rebrand.
48% of paid leads generated through LinkedIn campaigns; 1,200+ leads from email nurtures alone.
The Metrics That Matter initiative became a cornerstone of PR and content strategy.
Enhanced collaboration across marketing, sales, and external vendors, improving lead quality and pipeline conversion rates.