Marketing
Writinova
Building demand for an education-focused SaaS product.
- Role
- Chief Marketing Officer
- Summary
- Go-to-market strategy, partnerships, analytics-informed content and structured planning for an education-focused SaaS product building its first real audience.
The challenge
What needed to change?
A useful education-focused product with no reliable route to the people it was built for. Marketing activity existed, but it was not compounding into discoverable, repeatable demand.
The context
Who was the organisation trying to reach, and why did the work matter?
The audience (writers, students and educators) is reachable, but only if the product shows up where they already are and explains itself quickly.
Growth had to come from channels the team could sustain without a large budget: content, partnerships and disciplined analysis.
The strategy
What was the thinking?
Prioritise compounding channels over one-off pushes: content that keeps working, partnerships that borrow existing audiences, and a measurement loop that decides what gets repeated.
Audit continuously. Recurring audits and competitor analysis were used to decide where the next unit of effort should go.
The execution
What was actually done?
- Led the expansion of go-to-market efforts across content, digital and partnership channels.
- Developed and implemented a partnership programme that borrowed established audiences.
- Implemented analytics-informed marketing, using performance data to reshape content and channel priorities.
- Ran recurring brand audits and competitor analysis.
- Built a structured content planning system to keep publishing consistent.
The results
Documented figures from this engagement.
80%
increase in go-to-market efforts
12,000+
unique website visitors generated in 12 months
18,000
web visits in five months through partnerships
1,300
users added through partnerships
400%
increase in user engagement and traffic through analytics-informed marketing
200%
brand growth through recurring audits and competitor analysis
95%
audience retention maintained through structured content planning
Work in action
- Idea
- Story
- Audience
- Action
What I learned
Partnerships are the fastest honest shortcut in marketing. You are not buying attention, you are borrowing trust that someone else has already earned, and you have to be worth it.
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Work with me
Building something that matters?
Tell me what you're trying to achieve, what's getting in the way and where you think communication or marketing could help.