Client: ShortPoint
Date: Nov, 2021 – Present
Link: https://www.shortpoint.com
Type: Leadership, Website Design, SEO Strategies, UX, Branding, Copywriting, Graphic Design, Video Production, Tradeshow Design, SEM & LinkedIn Advertising, Webinar Development, Global Partnership Creation & Management and Global Strategies
Starting in 2021, I accepted the position of Chief Marketing Officer at ShortPoint and began leading the design, web development, & content teams located in the US, UAE, Germany, Ukraine, Nigeria, Philippines & Poland. ShortPoint is a frontend development platform for SharePoint that allows for amazing site creation without code. My work with ShortPoint has included direction for new website design, funnel exploration and growth, SEM campaigns with an emphasis on ROAS, SEO campaigns, GTM strategy for new products & features, remarketing and customer reengagement and CRM automation.
Over the last three years, my work has led the highest revenue years YoY for three straight years and the most significant revenue growth in the company’s 12 year history. As the CMO, I have been hands on with all projects correlated to growth (Branding, SEO, SEM, Digital Marketing, UX, Funnel Exploration & Growth Hacking), and have led projects that helped define the ShortPoint message and help us stand apart from a distinctly competitive landscape.
Global Unification
The Challenge
ShortPoint is a unique company. Established as an add-on for Microsoft SharePoint and SAP, ShortPoint operated in the startup culture. Although ShortPoint was established over 10 years ago, growth has been entirely bootstrapped. Coming in, my first goal was to create a more definitive brand across marketing channels. Working from the excellent design teams assets, I defined a company mascot and definitive messaging to emphasize our key SEO search terms, and expand our business towards more SMB companies. This work has helped ShortPoint drive unique and memorable messaging, which resonated with our customer base and helped drive sales to new highs!
Starting from Up
The Work
Coming into ShortPoint, I outlined budgets, defined approaches with creative, revamped SEO for the website and led teams in US, UAE, Ukraine, Germany, Poland, Nigeria, and Spain towards crafting a brand that was relevant, memorable and different.
ShortPoint is a SharePoint add-on, a company that is an afterthought for many people using SharePoint, but the client list was defined by fortune 500 companies and small & medium businesses. Everyone had a problem designing in Microsoft and ShortPoint had the answer. The problem, a lot of other companies had the answer too. I am exceptionally proud of my work with ShortPoint and the direction I led for long term branding, using the dated company mascot as an edgy loud-mouthed man in a bear costume. We pushed content that drove customers to our platform asking if “Kevin the Bear” was going to join us.
Content pushed across SEM campaigns, Search Engine Optimized web content, blog posts, webinars, YouTube campaigns and growth hacking projects have defined the landscape over the past three years.
The End Game
The Results
Long term branding combined with data-driven attribution and SEO resulted in the biggest gains for ShortPoint in company history. It is my understanding that the sustained direction of ShortPoint’s gains will result in its acquisition in the upcoming months.
I could not be more proud of the work my teams produced or how we altered the brand in such a clear and measurable way in such a short amount of time.