Building a Scalable Marketing Engine for a B2B Health & Wellness SaaS Company, IncentFit
+30%
Marketing Qualified Leads
+15%
Qualified Sales Leads
Full GTM
Positioning & Strategy
Multi-Channel
Demand Generation
Events
Strategy Built
ROI
Marketing Attribution
Role & Scope
At IncentFit, a B2B health and wellness SaaS company serving mid-market and enterprise employers, I led marketing through a period of structure and scale. The focus was transforming marketing into a predictable, measurable growth function aligned with revenue.
The Challenge
Marketing lacked clear structure, consistent positioning, and performance visibility. Growth efforts were fragmented, making it difficult to scale demand generation or tie marketing activity directly to revenue outcomes.
Strategy
We implemented a research-driven go-to-market strategy—defining personas, refining positioning, and aligning messaging across channels. Marketing was repositioned from a reactive function to a structured growth engine focused on pipeline and ROI.
Execution
Built multi-channel demand generation programs spanning digital, content, and events. Launched the company’s first formal trade show strategy, including sponsorship negotiation, lead capture systems, and post-event follow-up processes. Implemented KPI dashboards to measure performance and optimize campaigns in real time.
Team & Infrastructure
Built and mentored the internal marketing team, ensuring performance did not rely on individual effort but on repeatable systems. Established reporting frameworks that tied marketing activity directly to pipeline and revenue contribution.
Impact
Marketing evolved into a scalable growth function—driving a 30% increase in marketing-qualified leads and a 15% increase in qualified sales leads. More importantly, the business gained clarity, structure, and predictable growth systems that could support long-term expansion.