Woven

Problem

Woven was a 3-year-old company with <$1m ARR. The product was well-respected by software engineering leaders who use it to vet new developer candidates. But customer acquisition was all outbound with a few network referrals, which wasn’t enough to sustain a growth rate that justified venture funding.

I was asked to take over as marketing executive. Woven needed a Head of Marketing who could work with an engineering CEO who didn’t have a marketing background. The objective was to contribute to pipeline from new marketing channels that would scale and compliment the existing outbound SDR playbook. 

Solution

We started with customer discovery: qualitative jobs-to-be-done interviews and quantitive customer surveys. The insights fueled a light refresh of the site with help from our new agency: the Starr Conspiracy. Also, data pointed to surprising Linkedin engagement growth with engineering managers.

To capitalize on the research, I built an organic LinkedIn content strategy using memes. This grew company followers from 400 to 4,000 with 175k+ impressions per month. Then I converted the most engaged content into paid LinkedIn campaigns, which increased average CTR from .4% to over 2% on top performing ads. 

Results

To grow organic search, I hired DemandWell and recruited demand gen and content managers to execute marketing programs. Between our investment in content on the website and on social media, organic traffic increased by 300% in 10 months. This yielded 3x more MQLs and 10%+ MoM growth in qualified sales meetings. 

Resulting growth allowed Woven to land $8.5m in Series A funding with participation from Allos Ventures and High Alpha Capital. Currently Woven is the #1 rated technical skills assessment on G2 based on satisfaction.

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