Marketing Strategies That Drive Business Results
These case studies represent real client engagements across industries—from aerospace to healthcare to e-commerce. Each demonstrates how strategic marketing direction translates into measurable business outcomes.
Note: Client names are confidential except where I was a direct employee. All results and strategies described are factual.
Industry: Aerospace & Defense
Company Profile: Military aerospace aftermarket provider serving the US government and allies across 60 countries
My Role: Account Director, leading integrated marketing strategy
The Challenge
This aerospace contractor needed consistent lead generation in a highly technical, relationship-driven market. Their previous marketing was tactical and sporadic—producing minimal measurable results. With 12-18 month sales cycles and hard-to-reach government decision-makers, they lacked a strategic content foundation to support brand discovery and ongoing business development efforts.
The Strategic Approach
Built a focused content marketing program centered on the platforms they support and OEM relationships they've established:
- Developed technical content strategy targeting non-brand search queries from government and commercial decision-makers researching specific aircraft platforms and components
- Created platform-specific content showcasing engineering capabilities, past performance, and technical solutions for the military aircraft they support
- Highlighted OEM partnerships through case studies and technical documentation demonstrating their qualified supplier relationships
- Repurposed content strategically for LinkedIn organic discovery and integration into 1:1 sales presentations
- Implemented lead tracking framework capturing conversions through contact forms, gated technical PDFs, and inbound phone calls
- Managed cross-functional execution coordinating 4-12 specialists (employees, contractors, agencies) to maintain content consistency and quality
The Results
- 45% of company leads generated from content marketing consistently from 2020-2025
- Sustained brand discovery from prospects researching platforms and capabilities before engaging sales
- Content integrated into sales process supporting relationship development throughout 12-18 month cycles
- Measurable pipeline contribution through documented lead tracking and attribution
Key Success Factors
The results came from understanding aerospace buying behavior: technical decision-makers research extensively before initiating contact, they search for platform-specific expertise, and they evaluate suppliers over extended timeframes. By creating authoritative content focused on the specific platforms and OEM relationships this contractor supports—and making it discoverable through organic search and LinkedIn—we built a sustainable lead generation engine that consistently delivers qualified prospects into their pipeline.
Industry: Space Technology / Advanced Manufacturing
Company Profile: Specialized manufacturer of robotic systems for space exploration
My Role: Account Director, leading brand building and business development support
The Challenge
This space technology company had exceptional engineering capabilities and innovative products, but limited brand awareness in a niche market dominated by established aerospace primes. They needed to position themselves as a credible partner for major NASA programs and commercial space ventures while competing against much larger organizations.
The Strategic Approach
- Developed strategic PR and media relations program targeting aerospace and technology publications
- Created thought leadership content highlighting technical innovations and successful missions
- Positioned company leadership as subject matter experts through conference speaking and industry participation
- Built case study portfolio documenting successful space missions and technical achievements
- Developed digital presence optimized for government procurement research
- Coordinated marketing support for active proposal efforts
The Results
- Secured $12M+ in NASA contracts with marketing support during proposal phases
- Achieved significant media coverage in industry publications (Aviation Week, Space News, etc.)
- Positioned the VP of Business Development as recognized expert in space robotics, leading to speaking opportunities
- Built brand awareness that contributed to acquisition interest from larger aerospace companies
- Generated inbound inquiries from commercial space ventures
Key Success Factors
Success in this engagement required understanding the intersection of technical credibility, government procurement processes, and brand building in a specialized B2B market. By consistently demonstrating technical expertise and past performance, we elevated the company's profile beyond its size.
Industry: E-commerce / Consumer Health & Wellness
Company Profile: International online retailer of vitamins, supplements, and natural products
My Role: VP of Marketing (2012-2015)
The Challenge
iHerb was experiencing rapid growth but needed to scale marketing operations to support continued expansion, particularly in international markets. The company faced increasing competition, needed to improve customer acquisition efficiency, and wanted to expand into new geographic markets while maintaining profitability.
The Strategic Approach
As VP of Marketing, I led comprehensive marketing strategy across all channels:
- Developed omnichannel marketing strategy integrating SEO, paid search, marketplaces, email, and social media across Google, Bing, Yahoo, Naver, Baidu, and Yandex
- Expanded international marketing programs to support entry into 180+ countries
- Built marketing team and established scalable processes and systems
- Implemented advanced analytics and attribution modeling to optimize channel mix
- Created customer segmentation and personalization strategies to improve retention
- Managed multi-million dollar marketing budget with ROI accountability
The Results
- Revenue growth from $180M to $625M during my tenure (2012-2015)
- Expanded to 180+ countries with localized marketing programs
- Improved customer acquisition cost while scaling volume significantly
- Built marketing team from 4 to 25+ specialists
- Maintained profitability while aggressively scaling customer acquisition
Key Success Factors
This hypergrowth phase required balancing aggressive expansion with disciplined financial management. Success came from building scalable systems, making data-driven channel allocation decisions, and maintaining focus on customer lifetime value economics even during rapid growth.
What's Transferable to Your Business: While most companies won't experience this level of hypergrowth, the principles apply at any scale: data-driven decision making, disciplined budget allocation, focus on customer economics, and building systems that scale with the business.
Results Snapshot
Industries Served
Aerospace & Defense
Healthcare & Life Sciences
Manufacturing
Technology & SaaS
E-commerce & Retail
Professional Services
Education
Financial Services
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Every company's situation is unique, but the strategic approach remains consistent: align marketing to business goals, focus resources on high-impact activities, and maintain accountability to outcomes.
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