Results
Marketing Campaigns
• The Human Face of Big Data was the most important campaign that drove leads & market awareness as Tableau scaled from US$20M to $100+M and IPO'ed
• Sponsored by EMC, Cisco, SAP & Tableau with Brett Sheppard as Tableau project lead | movie | book | data stories
Product Launches
• Datadog introduces APM | Buyer journey (OpenView)
• First new product after core infrastructure monitoring: grew US$0 to $100M+ in annual recurring revenue
Product-Led Growth (PLG)
• 10+ years expertise with product led growth (PLG), land & expand, and freemium models | Sample SaaS board metrics
• B2B sales playbook | Rule of 40 | Sample SDR dashboard
"Thank you, Brett! I’m feeling a lot more confident going into today’s QBR." (from a sales executive)
Revenue Marketing
• Cost-effectively scale growth with total marketing & sales expense to revenue at 40% or less | Blog series
• Achieve this by scaling & refining each stage of the conversion funnel, from awareness and website visits to sign-ups, paid conversion, upsell, cross-sell & retention
Public Speaking, PR & Social Media
• Options to manage in-house, agency or hybrid
• PR blog | Sample hiring press release (Consensus)
• Example customer win (Paladin Cyber): UK insurance carrier
• Loom product demo video: AI Flight Patterns
• Webcasts and podcasts: RSA 2023 podcast
Sales Collateral
• Rapid BI white paper authored by Brett Sheppard: for three years this was the #1 most viewed & downloaded asset on Tableau.com as we scaled from US$20M to $100+M & IPO
• Sample sales pitch deck (DxContinuum)
Brand Story
• Sample landing page: SH email services
• Blog on branding for rapid-growth startups and scale-ups | sample web content (Datadog) | sample PPT (DxC)
"Thank you for all your help. You saved the project." (from a startup CEO)
Digital Advertising
• 15+ years expertise with Google Analytics, emails, organic SEO, Google Ads, webinars, podcasts, paid social ads and more | Digital ads blog | Marketing channels | Lead sources
• Continually test & refine campaigns, HubSpot & Salesforce | Google Ads sample acquisition costs | Email workflows
Messaging and Storytelling
• How to craft messaging for a rapid-growth startup (blog)
• Proven methodology to craft, validate & evangelize effective messaging and storytelling that drive growth & contribute to category creation
• Examples: Symantec (messaging pyramid) | Datadog DevSecOps observability (web) | Tableau visual analytics (pdf)
Testimonials
• Accenture adopts Tableau (customer video): work by Brett Sheppard included obtaining customer approval, holding customer interview & recording video
• Technical practitioner ratings: secure & maintain #1 rating, example of #1 sales demo automation vendor (Consensus)
• Colleague and client feedback: 30+ work references
Marketing Plans, Priorities & Task Tracking
• Start with board metrics that define success
• Track priorities, budget & activities by team & individual | Sales & marketing spend metrics | Staffing metrics
• 1st 90 days | budgeting | project tracking
Websites
• Design in Figma and publish on React, Webflow, Wix or WordPress with product led growth & usability best practices
• Track web visitors & customer journeys with Google Analytics • HubSpot training & certifications: Marketing Hub
• Add account based marketing (ABM), high-performing landing pages and chat with 6sense, UnBounce, Drift etc.
Promotional Events
• Industry conferences: speaker, moderator & event chairman across US & Canada and in over 30 countries
• Examples: IT World Canada (Toronto) | AWS | GCP
• Beginning with free speaking proposals, evaluate & staff trade shows and conferences; separate suspects from leads
• 1/2 day road show field events & exec customer dinners
Segmentation
• Beginning with a compelling 30-second elevator pitch that covers all audiences, break out segmentation by job title, size of organization, industry, geo, etc.
Industry Marketing
• Differentiate content & campaigns for horizontal and vertical industry needs while retaining brand messaging
• Samples: startups | academia | public sector | auto | energy | finance | health care | retail | sports | OEM
Measure and Visualize Success Metrics
• Analyze results and share drill-down dashboards in Tableau, Microsoft Power BI, Google Looker or others
• Track visitor traffic and customer journeys using Google Analytics, Clearbit, Full Story, Mixpanel or others
• Sample dashboards available on Tableau Public
• Websites: Trends | Visits | Content Views | Page Views
• Revenue: Sales | Sales Team Performance | Win / Loss
Community Events
• Design and mange annual customer conferences and product advisory boards
• Help customers, partners and remote employees set up and maintain monthly meetups in their city
• Encourage technical practitioners through product certifications, user groups, hackathons and awards
Attribution
• Move past first or last touch to multi-touch attribution
• This is particularly helpful with larger more complex sales
• Integrate in HubSpot, Salesforce CRM and other software
Work References
• 30+ references (pdf): written by colleagues & clients
• Top 1% UpWork talent with US$70k in UpWork earnings
Blogs
• MicroStrategy "Join the Third Gen of BI" | SkyHive.ai "Upgrade to an Agile Job Architecture" | "AI Flight Patterns"
Case Studies
Sales Decks
Lead Generation Content
eGuides
• Authored eGuide: MicroStrategy Embedded Analytics
Technical Writing
• Get started with Hadoop tutorial
Product demos
• AI Flight Patterns: Product Demo Video | Companion Blog
Previous Work
