I led marketing in-house for the launch of EnSight Plus, a field service management platform for utilities. One trade show produced 105 enterprise marketing-qualified leads and the company's first international client.

Utility Partners of America hired me to build marketing for new lines of business. One of them was EnSight Plus, a SaaS platform for managing utility field work. UPA's parent later spun it out as its own company, and I moved over with it as Director of Marketing.

It was a new product with no brand, going up against established vendors. Its buyers were utilities, who are careful about adopting new technology. Before anything else could work, the product needed one coherent market story.

I wrote the value proposition and tagline first, then built the brand and messaging framework around them so every channel told the same story.

The body of work behind it was 3 pillar pages, 46 SEO articles, 5 ebooks, 3 infographics, and an explainer video. Paid search and social ads put it in front of decision-makers at utilities, and marketing automation handled lead nurturing and scoring.

Everything came together at a major utility industry trade show. I designed the booth, produced separate materials for executives, operations managers, and field technicians, and trained the team on working the floor. The sales team pitched with proposal materials and templates I built for them.

105 enterprise marketing-qualified leads from one trade show

3 sales opportunities against a target of 1, and all 3 became sales

The company's first international client

34 demos against a goal of 10

Director of Marketing, in-house. $500K marketing budget. 10 marketing professionals led.