The situation
Fresche sold software that modernises IBM i systems — the platform running a lot of the world’s supply chains and core banking. Technical product, long sales cycle, and a marketing team small enough that content was one person. Demand generation wrote the campaign briefs, and nothing shipped until someone built what was in them. That was me.
What I did
The campaign assets. Whitepapers, eBooks and blogs across every funnel stage, plus the landing pages behind each gated asset. Built with HubSpot CTAs and UTM tracking so demand gen could see what came from where. I built the newsletter in HubSpot too.
Customer stories on video. We had no first-party customer proof on video, which is the format that converts best in enterprise B2B. I built it end to end and alone: wrote the interview guide, went to the customer’s office and ran the interview, managed the recording and the edit, then turned the finished video into a gated lead magnet with the page and tracking underneath it.
One asset out of many. Our customer proof was scattered across a dozen industries — a PDF here, a slide there. I pulled the strongest stories into a single eBook organised by industry, so a prospect in healthcare could find the healthcare story in thirty seconds instead of being asked to trust the manufacturing one.
The blog. Leadership had named top-of-funnel volume as the thing holding pipeline back. I ran the blog against target keywords and built for funnel stage rather than raw traffic.
The website. Rewrote every page as part of the site revamp.
What happened
Blog traffic was up 23% in a single quarter and 31% year over year — growth in the exact place the business had said it was constrained.
The industry eBook became one of the best-performing lead generators in the library and a repeat anchor for campaigns. The customer video gave the company a repeatable production model for its highest-converting asset type, owned end to end by one person, and it stayed in rotation.
What I’d do differently
I’d have pushed harder for access to the attribution model. I could tell you every asset that mattered and not what each one returned, and that’s a bad position to argue from. I’ve since spent time getting fluent in attribution and HubSpot reporting so I’m not in it again.
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