Boostability · B2B marketing
A clearer story helped close 71% more deals.
Reframing a complex SEO offer around customer value—then carrying that promise through demand generation, lifecycle marketing, and sales conversations.
Case 01A clearer story made the sales conversation easier to close.
A strong service with a story that made buyers work too hard.
Boostability served both small businesses and agency partners, but the value proposition was spread across product language, channel-specific messages, and inconsistent sales conversations. The marketing task was not simply to make more assets. It was to make the buying story easier to understand and easier for the team to repeat.
The opportunity: turn technical SEO capability into an outcome-led narrative, give each audience a clear path, and connect marketing activity to the moments that moved revenue.
Build one commercial narrative, then operationalize it.
I used a StoryBrand-informed framework to clarify the customer, the problem, the stakes, and the path forward. With responsibility for the marketing budget, I led a marketing coordinator, partnered with a HubSpot administrator who also supported operations, and managed the digital-advertising vendor responsible for lead generation. Together, we carried the new language through campaign creative, landing pages, nurture, webinars, partner communications, and sales enablement.
- Created distinct but related value propositions for SMB and agency audiences.
- Aligned campaign themes with buyer objections and sales-stage needs.
- Directed the paid lead-generation partner around audience, message, performance, and pipeline quality.
- Expanded HubSpot automation throughout the sales cycle, connecting workflows, content, and follow-up to the same narrative.
- Introduced AI-supported efficiencies and behavior-based triggers that alerted sales when prospects showed stronger purchase intent.
- Made performance visible so marketing, operations, vendors, and sales could adjust together.
“Michael was instrumental in driving strategies to grow our brand recognition and market share while ensuring alignment with company goals.”
Better message discipline became better conversion.
From Q2 through Q4 2024, closed deals increased 71%. SQL-to-close conversion improved from 25% to 43%, reflecting a stronger bridge between demand generation and the sales conversation. Just as important, the organization had a reusable message system—not another one-off campaign.
The result is the kind of growth I value most: creative work that gives teams clarity and gives the business leverage.