Klyck.io
[ OVERVIEW ]
Built the go-to-market function at Klyck: outbound, inbound, advertising, tooling, and content creation and distribution. Found a demand channel the company had never tested in seven years of operating, and it became the largest source of pipeline in its history.
[ PROJECT SNAPSHOT ]
[ LOGO ]
[ TYPOGRAPHY ]
AVENIR (HEADLINES & UI) · GEORGIA (BODY & EDITORIAL)
[ PALETTE ]
PRIMARY
SUPPORTING
Cyan #00AAC9 · Orange #F78F2C · Charcoal Black #2C2927 · Ice Blue #B6DCE1 · Yellow #FFDD00 · Deep Navy #002856
[ BRAND IN USE ]
[ THE CHALLENGE ]
"FIND WHAT ACTUALLY WORKS, THEN BUILD A REPEATABLE WAY TO DO MORE OF IT."
[ THE CONTEXT ]
No process
No defined GTM process, messaging or targeting before
Seven years in
An entire demand channel sat untested until it was found
Product marketing lens
Klyck sold sales enablement software, so the day job was practising the exact function the product sold, with Fortune 1000 customers.
[ WHAT WE WERE UP AGAINST ]
"No established demand engine, manual prospecting, no defined messaging or process to build from."
[ WHAT I DID ]
MOVE 01 / DEMAND
Built the demand engine
Inbound, paid advertising, social and content with lead magnets attached, vendor marketplace partnerships, and outbound cold email and calling, all running together rather than as separate efforts.
MOVE 02 / STACK
Connected the tool stack
A modern stack, implemented properly and wired together, so visitor identification fed the CRM, the CRM fed targeting, and the data told us when to act.
MOVE 03 / CONVERSION
Optimised the path to conversion
Landing page speed, call to action placement, multivariate testing on copy and messaging, and inbound leads contacted within 60 seconds.
THE breakdown.
[ THE BREAKDOWN ]
KLYCK.IO CONTENT & SALES ENABLEMENT PLATFORM OVERVIEW
KLYCK LANDING PAGE & PRODUCT DEVICE MOCKUPS
DEMAND GEN CAMPAIGN CREATIVE & VALUE PROP BANNER
SALES ENABLEMENT PODCAST & CONTENT MEDIA
GOOGLE ADS CREATIVE 01
GOOGLE ADS CREATIVE 02
GOOGLE ADS CREATIVE 03
GOOGLE ADS CREATIVE 04
GOOGLE ADS CREATIVE 05
01. PAID & PARTNER CHANNELS
Built out paid and partner acquisition across search, social and vendor marketplaces. The vendor platforms, SourceForge, Capterra, Gartner and others, each reach a different buyer: people purchasing, people researching, and people comparing alternatives, so each profile carried its own copy, imagery, video and calls to action. Pay-per-lead ran alongside pay-per-click rather than replacing it.
02. SEQUENCES & CONVERSION
Built cadences and sequences mapped to the situation a lead arrived in, so follow-up matched the context rather than running one generic track. A/B tested timing, messaging and copy across those sequences to work out what to say, when to say it, and which version converted. Inbound leads were contacted within 60 seconds.
03. CRM & STACK ARCHITECTURE
Website visitor identification logging directly to CRM. Leads and accounts built out with notes, conversations written back to both. Salesloft, HubSpot, Salesforce for a period. Prospecting and enrichment automated where it had been manual.
04. ACCOUNT-BASED MARKETING
Analyzed traffic on vendor pages to identify visiting companies, fed that to outbound targeting. Content created per lead and account, used on inbound to pull people in and by sales on outbound.
05. ENTERPRISE ACCOUNTS & CO-MARKETING
Mettler Toledo, Honeywell, WAGO, Bruker. Schneider Electric supported on-site at their global events in Paris and Singapore, where they used Klyck. Closing key accounts opened a co-marketing layer: event support, joint content, and usage, utilization and conversion statistics feeding campaigns.
06. TEAM
Hired reps, onboarded, reviewed and coached. Marketing and sales aligned to shared revenue goals.
[ VALIDATION ]
The thesis held. Even strong teams were struggling to manage their documents and content: material scattered across desktops, folders and inboxes, old versions and outdated pricing still in circulation, and no reliable way to find the right thing at the right moment. The teams that performed best were the ones whose content was organised around how they actually sold, segmented by industry, product, customer type and conversation.
[ REFLECTION ]
Ran lean and stayed resourceful. Tested widely, cut what did not work quickly, and put more behind what did. Being technical enough to build and wire things directly meant moving faster than the headcount would normally allow.
[ NEXT STEPS ]
My time at Klyck is complete. The systems and processes put in place are a foundation the next sales and marketing team can keep building on.