Creating an Inbound Pipeline

In a startup environment led by product-focused founders, I navigated the challenge of transitioning from a feature-heavy communication style to a comprehensive, insight-driven content strategy. Faced with a sales team that lacked a cohesive narrative and accurate targeting, I identified an opportunity to pivot the conversation from "what we do" to "what we solve" for the education community.

Speak the customer's language. Solve the customer's problem.

I transformed a tactical "production shop" into a high-impact demand generation engine by bridging the gap between product capabilities and the urgent, real-world needs of school administrators and students.

Two Strategic Pillars of the Transformation

1) Market Insight & Empathy: Conducted deep-dive interviews with sales and educators to identify the emotional and operational drivers of the sector. This revealed that our target audience wasn't looking for "on-demand staffing"; they were looking for solutions to teacher burnout and classroom coverage gaps.

2) Educational Nurture Paths: Realigned the marketing team around modern B2B buying habits. We developed a content ecosystem centered on high-value ebooks addressing critical industry issues, which attracted the right audience, qualified them through engagement, and delivered "sales-ready" leads to the team.