B2B data · SaaS
RocketReach.
Stabilized marketing operations while building a scalable demand generation engine.
01 — Summary
Over nine months, I rebuilt RocketReach's CRM infrastructure, improved attribution and reporting, launched lifecycle marketing, optimized paid acquisition, and introduced a full-funnel growth strategy that generated $175K in attributed revenue, a 3.21x ROAS, a 29:1 LTV:CAC ratio, and a 3x increase in landing page revenue.
02 — Challenge
RocketReach was between marketing leaders. The team had talent and agencies had capacity, but the connective layer between executive priorities, agency partners, and day-to-day execution was missing. CRM, attribution, lifecycle, and reporting all needed to be stabilized before marketing could scale.
03 — What I Did
- 01
Embedded as interim Head of Marketing and re-aligned the marketing org to company goals from day one.
- 02
Rebuilt HubSpot CRM infrastructure: lifecycle stages, lead scoring, reporting, attribution, and workflows.
- 03
Launched lifecycle marketing and demand generation programs, including webinars and newsletters.
- 04
Optimized LinkedIn paid acquisition with improved attribution and full-funnel performance tracking.
- 05
Recovered 60+ previously untracked inbound leads through reporting and attribution improvements.
- 06
Aligned agencies and vendors against one shared revenue roadmap and operating cadence.
- 07
Handed off a clean, scalable commercial baseline to the incoming marketing leader.
Beyond the numbers
RocketReach, a B2B contact data platform, was between marketing leaders and couldn't afford to let campaigns stall while they hired. CEO Scott Kim brought me in as interim CMO. I started with an audit of the existing marketing plans and budget, then worked directly with the leadership and sales teams to see what was working and what wasn't. From there I rebuilt the plan around lead generation tied to clear targets, and took over direction of the outside agencies so they were working from one plan. The team made progress on content production, team coordination, and execution.
- Audit of existing marketing plans and budget
- Direct work with leadership and sales teams on what was working and what wasn't
- Plan rebuilt around lead generation tied to clear targets
- Direction of outside agencies consolidated under one plan
- Content production, team coordination, and execution kept moving
04 — Results
Attributed revenue
$175K from LinkedIn advertising
ROAS
3.21x
LTV:CAC
29:1
LinkedIn impressions
8.7M
Signup conversion rate
3%
Landing page revenue
3x increase
Recovered leads
60+ previously untracked inbound leads
Webinar registrations
350
Webinar attendees
81 (90% net-new audience)
Newsletter audience
300K
Newsletter open rate
17%
CRM health
99%+ synchronization
In their words
Staci is the definition of a full stack marketing exec. She easily navigates the intricacies of managing a company's martech stack, campaign development, and marketing strategy creation. I was thoroughly impressed with her depth, dedication, thoughtfulness, expertise and professionalism.
Our business had critical needs from Marketing that Staci filled and allowed us to continue to drive the business forward. Without her, our Marketing program would have stalled. We've made many changes to our program based on her guidance, which has been largely successful in many areas.