Adam Buettner
Charleston,SC
Summary
A strategic marketer with a reputation for deep, integrated, and creative thinking that consistently delivers impactful ABM strategies and campaigns. Recognized for my collaborative approach and achieving results through effective teamwork, adaptability, and grit. Hubspot, Demandbase, and Mutiny power user.
Overview
14
14
years of professional experience
Work History
Senior Growth Marketing Manager
Netradyne
09.2023 - Current
- Strategized, launched, and currently optimizing several competitor-takeout and industry-specific ABM motions (1:1, 1:few, 1:many) for mid-market and enterprise segments. Leading the shift to an MQA approach (from MQL).
- These are integrated, buyer group-centric, full-funnel, MQA-based, and mostly automated motions that use progressive profiling and activity/intent scoring systems.
- Channels: website experiences, events (in-person and digital), direct mail, paid social, email, display, MDR and SDR sequences, AI chatbots, trade publications, and custom gifting (using ALT to create a custom perfume/cologne). Integrating connected TV shortly
- Increased average email open rate by 85%, email CTR by 400%, paid social CTR by 174%, display CTR by 282%, prospect-to-MQL conversion rate by 433%, and marketing qualified pipeline by nearly 50%.
- Working closely with product, product marketing, sales, customer success, and legal to ensure campaign success.
- Averaging a 3.5-week campaign strategy-to-launch window.
- Designed a messaging framework to think deeper about audiences: the Metaphor-Driven Influential Messaging (MDIM) framework, a synthesis of the 'deep metaphor' concept (Gerald Zaltman); the influence formula (Martin); the three universal human goals (gain, hedonic, and normative); Jungian archetypes; and popular storytelling frameworks.
- Rewarded 120% of year-end bonus due to accomplishments.
Marketing Manager
Webstacks
05.2020 - 09.2023
- As the fourth employee, spearheaded the agency's foray into new service offerings. Helped design and implement Hubspot onboarding service (achieving Elite status); MarOps consultation and implementation service; and SEO and content strategy service.
- Helped strategize and execute website optimization (UX, organic/technical SEO), content strategy, marketing operations, and lead generation campaigns for three separate billion-dollar companies. Projects mostly consisted of building hub-and-spoke content groups (helped each company reach the top spot for their most difficult target keywords) and optimizing linked-to landing page experiences.
- Promoted to agency's internal marketing manager and planned and executed a multi-channel, full-funnel, ABM strategy heavily integrated with virtual and in-person events.
- Produced the ForwardSlash podcast and interviewed marketing bigwigs including Rand Fishkin, Chris Walker, April Dunford, and Melissa Rosenthal. Consistently garnered insights to improve Webstacks' ABM strategy and tactics.
- Created the Empathy-Based Demand Generation framework that explores the nexus between the 'Jobs to Be Done' framework, marketing website tools (i.e., calculators, assessments, etc.); and dark social engagement.
Marketing Manager
SlideGenius
08.2019 - 03.2020
- Laid off due to COVID
- Created a full-funnel, persona-centric, multi-channel ABM marketing automation strategy (Hubspot) to spearhead SlideGenius' shift into the Fortune 500.
- Strategy employed multimedia content generation, email, social media, influencer marketing, SEO, and PPC. Managed 10 employees to execute strategy. Team included graphic designers, video producers, web developers, PPC specialists, copywriters, and account coordinators.
- Designed a lead scoring system, marketing-to-sales handoff workflows, and campaign effectiveness reporting dashboards.
- Created and oversaw a monthly newsletter that integrated persona-centric smart content.
- Designed and executed A/B testing infrastructure.
Marketing Consultant (Contract)
LPL Financial
01.2019 - 07.2019
- Similar job functions as at SlideGenius (above)
Inbound Marketing Strategist & Sales Enablement Consultant
41 Orange
02.2018 - 12.2018
- Planned and oversaw marketing strategies for four clients.
- Conducted SEO, UX, and content audits; devised long-term inbound marketing strategies that included website rebuilds/migrations, copy overhauls, lead magnet creation, marketing automation, organic and paid social media strategies, PR campaigns, international event promotion, and sales enablement.
- Gained deep understanding of Hubspot's software (building landing pages, workflows, emails, sequences, custom properties, integrations, lead scoring systems, campaigns, and custom marketing/sales dashboards and reports).
- Planned and implemented strategy that increased an HR client's organic traffic by 260%, reduced bounce rate by 25%, and increased assessment completions (an important KPI) by 160%.
- Trained client sales teams on lead handling processes; established marketing-sales feedback loops.
- Oversaw cold email (Outreach.io) and LinkedIn (Sales Navigator) outreach campaigns for lead generation.
- Wrote copy for websites, landing pages, marketing and sales emails, webinars, and display ads.
SEO & Email Specialist, Copywriter
Top Floor
11.2015 - 01.2018
- Have overseen nine website migrations and domain changes
- 100% zero-traffic-lost performance rate
- Uncover weaknesses and growth opportunities via website and competitor audits, placing emphasis on structural deficiencies, missing/incorrect on-page elements, and content gaps
- Increased organic traffic and conversions on manufacturing client's site by 87% and 119%, respectively in 16 months
- Plan and execute local SEO strategies
- Increased organic traffic and conversions to a construction client's 13 location pages by 183% and 263%, respectively
- Plan and execute content marketing strategies
- Increased organic traffic and conversions around a client's silica dust collector category by 1,300% and 600%, respectively, with a full sales-cycle content strategy
- Formulate email marketing strategies; guide list growth tactics and segmentation
- Built a lead-nurturing drip campaign that garnered a 48% open rate, 5.6% click-through rate (clicks/emails sent) and the highest conversion rate of any traffic source
- Plan and present webinars on email and content marketing for Top Floor business development
Digital Marketing Specialist
ARI Network Services
02.2015 - 11.2015
- Planned and executed SEO, social media, and email strategies for 22 clients in seven verticals
- Strategized, wrote copy for, and managed Facebook and Twitter ad campaigns
- Conducted keyword research utilizing tools such as Keyword planner, Search Console, SEMrush, LSI Graph, Keywordtool.io, Google Trends and competitors' websites
- Ensured website health via structure optimization and on-page signals, including keyword integration, URLs, title tags, meta descriptions, H tags, image files and alt attributes, and schema markup
- Implemented local SEO strategies, including local listing management and location page optimization
Digital Marketing Manager
Newman Chevrolet
09.2013 - 01.2015
- Strategized and managed all digital marketing endeavors; resulted in 120% increase in website traffic
- Oversaw company website, all social media platforms, email marketing and digital advertising campaigns, as well as lead generation and response tactics
- Developed a content strategy for the company blog, Facebook and Twitter accounts; resulted in a 75% increase in Facebook followership and 650% increase in Twitter followership
- Planned and executed local SEO strategy that included blogging, influencer outreach, local landing page creation, and directory listings management (used Moz Local)
- Created and wrote company newsletter, consistently doubling industry open and click-through rates
Brand Strategist & PR Intern
The University of Alabama
08.2012 - 08.2013
- The Monitor Game Emporium: Led a team tasked with creating a brand image and marketing strategy to boost awareness and customer loyalty
- Identified media consumption and buying behavior using market research databases (i.e., Neilson, Mintel) and consumer surveys
- Designed and wrote copy for all advertising materials
- UA Public Relations Department: Conducted interviews and wrote feature stories and press releases for the university website
- Office of the Mayor: Developed a content strategy for the city's Facebook and Twitter accounts
- Proofread the Mayor's presentation documents
- Conducted research to assist in Mayoral election campaign; responded to citizen inquiries and grievances
Marketing Consultant
Space Savvy
05.2011 - 08.2012
- Developed and implemented a marketing campaign utilizing direct mail and referral marketing
- Wrote copy for website and advertising materials; wrote press releases announcing product introductions
Sales Representative, Advertising Assistant
Rubin's Furniture
05.2011 - 02.2012
- Wrote copy for all advertising materials
- Interacted with customers in showroom and conducted house calls to assist with interior design
Advertising Intern
Response
01.2011 - 04.2011
- Assisted in the development of an advertising campaign for Turtle - a men's apparel company
- Conducted consumer and competitor analyses; wrote ad copy
Education
Master's degree - Marketing, Advertising & Public Relations
University of Alabama
Tuscaloosa, AL08.2013
Bachelor's degree - Marketing
Marquette University
Milwaukee, WI08.2009
Skills
- Copywriting
- Inbound marketing
- Event Strategy
- Display Ad Campaigns
- Account Based Marketing (ABM)
- Email Marketing
- User Experience Design
- Integrated Campaign Strategy
- Search Engine Optimization
- HubSpot
- Sales Enablement
- Paid Social Media
- Data & Concept Visualization
- Content Marketing Strategy
- Selling
Personal Information
- Willing To Relocate: Anywhere
- Authorized To Work: US for any employer
Timeline
Senior Growth Marketing Manager
Netradyne
09.2023 - Current
Marketing Manager
Webstacks
05.2020 - 09.2023
Marketing Manager
SlideGenius
08.2019 - 03.2020
Marketing Consultant (Contract)
LPL Financial
01.2019 - 07.2019
Inbound Marketing Strategist & Sales Enablement Consultant
41 Orange
02.2018 - 12.2018
SEO & Email Specialist, Copywriter
Top Floor
11.2015 - 01.2018
Digital Marketing Specialist
ARI Network Services
02.2015 - 11.2015
Digital Marketing Manager
Newman Chevrolet
09.2013 - 01.2015
Brand Strategist & PR Intern
The University of Alabama
08.2012 - 08.2013
Marketing Consultant
Space Savvy
05.2011 - 08.2012
Sales Representative, Advertising Assistant
Rubin's Furniture
05.2011 - 02.2012
Advertising Intern
Response
01.2011 - 04.2011
Master's degree - Marketing, Advertising & Public Relations
University of Alabama
Bachelor's degree - Marketing
Marquette University
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