WORKTactical Electronics
B2B Growth Strategy
The Challenge:
Tactical Electronics, a specialized defense technology company, faced the complex challenge of marketing highly technical products across global markets while supporting sales, training, and service divisions. The company needed to generate qualified leads in a niche market, enable sales teams with effective tools and content, and optimize trade show investments that were consuming significant budget without clear ROI.
Additionally, the organization had invested in Salesforce CRM but was experiencing poor adoption rates and minimal visibility into pipeline metrics. Sales teams weren't using the system consistently, data quality was poor, and leadership lacked the insights needed for strategic decision-making. The company needed someone to transform their marketing technology and operations from underutilized investments into strategic business assets.
My Approach
I developed and executed a comprehensive B2B marketing strategy centered around full-funnel campaign management, sales enablement, and marketing operations optimization.
CRM Transformation: As the Salesforce Administrator, I took ownership of the entire CRM implementation. I redesigned workflows to match actual sales processes, created custom reports and dashboards that provided actionable insights, and led comprehensive training sessions for sales and service teams. I integrated marketing automation to ensure seamless lead handoff and tracking, eliminating the manual data entry that had created friction.
Email Marketing Overhaul: I completely redesigned the email marketing strategy, developing targeted content for different buyer personas within the defense sector. This included implementing A/B testing protocols, creating a consistent publishing calendar, and developing nurture sequences for different stages of the complex B2B sales funnel. I focused on list growth strategies including gated content and trade show capture optimization.
Trade Show Strategy Optimization: I conducted a comprehensive audit of all trade show investments, implementing data-driven selection criteria based on attendee profiles, historical lead quality, and sales conversion rates. I streamlined logistics through strategic vendor negotiations, redesigned booth experiences to improve engagement, and created systematic lead capture and follow-up processes integrated with Salesforce.
The Results:
85% increase in Salesforce CRM adoption
46% YoY email subscriber growth
42% email open rate (vs. 21% industry average)
32% email CTR (vs. 2.3% industry average)
48% reduction in trade show costs while maintaining lead quality
B2B marketing success requires equal focus on strategy and operations. By optimizing the underlying marketing technology and processes, we created a foundation that amplified the impact of every campaign and enabled the sales team to work more efficiently.