Building a predictable, scalable demand generation engine at Curbio
curbio.comSituation: In 2020 Curbio was stuck. COVID had taken a toll on the company along with the rest of the real estate industry, but their problems couldn’t simply be explained by the macro economy. When I got to Curbio, there was no true marketing tech stack, a team of generalists but no real marketing scientists, and no concrete strategy to speak of. The brand needed work as it wasn’t resonating with the intended target audience. There were also some bad email practices that had caused deliverability to tank, eliminating their sending power and main channel for reaching prospects.
Complication: This had caused Curbio to plateau, then shrink, well after the dust had settled from COVID. They needed to grow and deliver value to shareholders, but didn’t have the right strategy and they lacked a repeatable, scalable “marketing heartbeat”. Without being able to reach prospects and customers via email, they almost went dark for several months!
Action: After doing some testing and analysis of the market, I identified some quick wins in key lead driving channels. After directly building out the right mix and tech stack, I assembled a team of channel specialists, focusing on email, paid marketing and content. I went straight to the source (customers!) and identified the perfect intersection of messaging and fit for Curbio and its audiences, and created a messaging framework the team could operate off of. I created OKRs and projects rolling up to the OKRs to chip away at our main task of growing lead volume.
Result: In year one, MQLs increased 240% over the prior year. In my tenure as CMO I scaled the company from 10M-70M.