A company with no existing presence in a young, fragmented category needs more than lead generation. It needs an entry point the whole industry recognizes. I was brought in to build that entry point from the ground up, positioning, website, copy, personas, and a go-to-market approach that didn't depend on cold outreach primarily as the primary channel.
A category with no leader yet is an invitation. Someone will define what "credible" looks like here. It might as well be you.
Instead of just scaling by cold calling and cold emailing, the team built an events and speaker program that brought the right people into the room directly, replacing outbound effort with inbound credibility. Each event created partnership conversations that cold outreach had never been able to generate on its own. Alongside the events program, I built the full brand foundation, positioning, website, copy, and buyer personas, and a sales funnel designed specifically to convert prospects into event attendees rather than cold leads.
Cleantech was acquired for $5M in less than a year, an outcome built directly on the partnerships and category visibility the events strategy created.
