Kathryn Aragon

I was hired to create knowledge base content to improve adoption and retention for CustomerTRAX's CRM SaaS, Handle. Shortly after, I was asked to take more of a management role, leading Handle's:

> Product, marketing, and knowledge base
> Product newsletter
> Website management
> Conference presentation and marketing
> Creation of user's guides

Together, Gordon and I created a unique content format that essentially sold the product feature or module… Show more

I was hired to create knowledge base content to improve adoption and retention for CustomerTRAX's CRM SaaS, Handle. Shortly after, I was asked to take more of a management role, leading Handle's:

> Product, marketing, and knowledge base
> Product newsletter
> Website management
> Conference presentation and marketing
> Creation of user's guides

Together, Gordon and I created a unique content format that essentially sold the product feature or module, and we began writing the content at the point of ideation. As a result, this content was successfully used for sales and to speed product development.

The results were impressive:

- Doubling revenue from additional sales to customers

- Raising the sales win rate – In one month, one salesperson used this content to win 12 out of 12 deals for more than half a million in ARR over three years

- Slashing sales meetings in half – Sales discussions became less about the product itself and more about how it could be tailored to the customer’s needs

- Increasing discussions around premium modules and features – From both prospective customers and existing users

- Increasing marketing and sales efficiency – The content could be distributed by the champion to stakeholders in their organization, so people came to the table more educated about the product, eliminating the need to continually repeat the same presentation to new stakeholders

- Improving product development – by giving developers and testers real use cases and test cases for product features

My work led to a successful exit. After CustomerTRAX was bought by Texada Software, we created training materials for the new sales team, including decks, videos, and a complete guide on the enterprise module worth $50-60K in ARR.

One salesperson's response: "This is exactly the type of content I've been asking for!" Show less

IronMatt hired Develomentor to help them update their brand and website. I was hired as CMO to manage the project:

- Project timeline and milestones
- Deadlines and costs
- Communicating with vendors and stakeholders
- Marketing strategy
- Fundraising campaigns
- Training for IronMatt's team
- Measurement and performance

Delino was a beta project funded by Munich RE. It was a contract review app for SMBs. I was hired to head the go-to-market strategy and was responsible for:

- Strategic planning
- Prioritizing and coordinating efforts to build awareness and interest in the app
- Clear communications with the founder and other team members
- Inbound and outbound marketing efforts
- Website and blog content and management
- Search engine optimization
- Analytics and measurement of all… Show more

Delino was a beta project funded by Munich RE. It was a contract review app for SMBs. I was hired to head the go-to-market strategy and was responsible for:

- Strategic planning
- Prioritizing and coordinating efforts to build awareness and interest in the app
- Clear communications with the founder and other team members
- Inbound and outbound marketing efforts
- Website and blog content and management
- Search engine optimization
- Analytics and measurement of all go-to-market motions
- Contributing my insights as a small business owner

The project progressed until we were ready to launch. We had beta users who were impressed with the app and a good foundation for our marketing program. But between compliance issues and difficulty pricing the app, the incubator felt it was a potential liability and funding was stopped. Show less

Mailshake wanted to produce more sales content sourced from professional salespeople and asked me to take on a short-term engagement to manage and execute the project.

I was given direction by the head of marketing but worked relatively independently. My responsibilities included:

- Project strategy and management
- Management of the editorial calendar
- Recruiting sales professionals to develop high-impact, high-value sales content
- Managing deadlines and author… Show more

Mailshake wanted to produce more sales content sourced from professional salespeople and asked me to take on a short-term engagement to manage and execute the project.

I was given direction by the head of marketing but worked relatively independently. My responsibilities included:

- Project strategy and management
- Management of the editorial calendar
- Recruiting sales professionals to develop high-impact, high-value sales content
- Managing deadlines and author contributions
- Aligning article contributions with target keywords and project objectives
- Editing, optimizing, and uploading articles to the blog Show less

Tim Soulo, head of marketing at Ahrefs, saw one of my courses and asked me to create Ahrefs training videos and onboarding for new Ahrefs users. For the purposes of the course, he dubbed me "Chief Educator."

3 SHORT PROMO VIDEOS FOR THE HOMEPAGE

These were short videos that highlighted the best features of the Ahrefs toolset. They were a good warm-up project, allowing us to refine our workflow.

10 TRAINING VIDEOS FOR NEW AHREFS USERS

We created a series of 10… Show more

Tim Soulo, head of marketing at Ahrefs, saw one of my courses and asked me to create Ahrefs training videos and onboarding for new Ahrefs users. For the purposes of the course, he dubbed me "Chief Educator."

3 SHORT PROMO VIDEOS FOR THE HOMEPAGE

These were short videos that highlighted the best features of the Ahrefs toolset. They were a good warm-up project, allowing us to refine our workflow.

10 TRAINING VIDEOS FOR NEW AHREFS USERS

We created a series of 10 training videos that focused on the outcomes users want when they choose Ahrefs, beginning with basic SEO skills and moving to more advanced SEO skills as the series progressed. Each video included the desired outcome, the SEO strategy, and how Ahrefs helps you execute the strategy.

Our process was as follows:

- Tim sent me a screenshot of him working in Ahrefs to achieve the strategy
- I wrote the script and sent it to Tim for edits
- I recorded the video, with a mixture of me talking to the user and demonstrating how to do it in Ahrefs
- Tim's team edited the video and published the training program

ONBOARDING SEQUENCE

Once the series was done, we decided to turn the training into an onboarding series for new Ahrefs customers.

- I reworked the script from each video into an article.
- These were published on the website with the appropriate video
- I then wrote a series of 10 onboarding emails, each promoting and linking to the related article. Show less

Marketing strategist and copywriter for beta launch of Phostir, a usability testing software developed by ActiveStandards in London, England. I work with the marketing director to understand product positioning and timeline of project. Responsible for
➨ Developing the marketing plan
➨ Working with marketing director to execute the plan
➨ Writing and editing Web copy, sales pages, emails, blog posts, and more