W Energy Software

About W Energy Software

W Energy Software is at the forefront of the energy sector. They've built a cloud-based platform specifically designed to empower the energy sector, bridging the gap between technology and energy in unprecedented ways. Their powerful suite offers tools from Field Service Management, Field Data Gathering, and Production to Accounting, Land, and Transportation. Every product is built to drive efficiency, clarity, and innovation for their customers.

The Challenge

While W Energy Software was on a growth trajectory, they faced a period of transition without a CMO to lead them. They needed someone to step in and full the role for just under a year. During that period, this fractional CMO would lead the following projects:

• Marketing Strategy and Calendar
• Sales Collateral
• Personas
• Value Messaging Framework
• Social Media Calendar
• Paid Social Strategy
• Content Calendar (blog articles, white papers, e-books)
• ABM Lite Strategy
• Company Rebrand
• SEO Audit
• New Website
• CAPDB - (customer and prospect database)
• Event Strategy
• Webinar Strategy
• Case Studies
• Video Strategy
• Outsourced BDRs
• Demand Generation Campaigns
• Displacement Campaigns
• Content Partnerships

They needed this fractional CMO to not only lead the strategy but also execute on most of it themselves.

The Solution

Stepping in as the interim CMO, I brought a dual focus: setting a strategic direction and jumping into the trenches to execute. I was able to complete most of this myself, but for the items that I needed additional support, I brought in other freelancers to help:

• A content writer to help write the thought leadership
• A design agency to help with the rebrand.
• A marketing ops professional to help build the CAPDB.
• A BDR agency to help call into target accounts.
• A SEO agency to help with the SEO audit.
• A content partner to help distribute to the content to the Oil & Gas industry

Behind the scenes, I managed all other initiatives: from establishing ABM campaigns to directing content strategy. Every aspect of this engagement was focused on building a foundation for W Energy that would help accelerate their pipeline.

Tailored Approach

This engagement was hands-on, offering flexible hours that spanned time zones and departments. I had a seat in all the executive leadership team meetings, and presented as each quarterly board meeting. This ensured that every aspect of the marketing plan was aligned with W Energy’s mission and goals.

Results

All of the foundational marketing needs for W Energy team were met. At the end of the project, we hired an extremely accomplished CMO to take over.  I stayed around for another 3 months to help onboard the new CMO.

Broader Implications for B2B Organizations

The strategies implemented at W Energy Software serve as a blueprint for B2B organizations facing similar growth and transition phases. Not having to hire a full-time CMO allowed W Energy to build all the foundational materials that they needed before hiring that individual. W Energy was able to get all the grunt work done, helping the incoming CMO hit the ground running faster.