HELLO, I'M A
Growth Marketing Expert
Hi I'm Jacob Boneta, an experienced marketer with demonstrated success driving demand and growth at product-focused, enterprise software and ecommerce companies.
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LET ME INTRODUCE MYSELF
About me
A story of hard-work and perseverance.
In 2012, I was a musician who dropped out of college in hopes to become a Grammy award-winning artist...
BUT I had a love-hate relationship touring full-time...
On one hand, I got to work with renowned artists and express myself creatively for many years...
On the other hand long hours in cramped vans, solitary hotel rooms (if you were lucky enough to afford one), and long hours in a studio left me exhausted both emotionally and physically...
Towards the end of my music journey, I asked myself “Do I want to do this in 2 years?”.
I didn’t want to do it tomorrow...
This was a pivotal moment pushing me to dig deep to understand what I wanted but most importantly what I was good at.
That question was the beginning of my marketing career...
I recognized that bands and companies shared similar problems... and that my whole career of creating a band was actually me building a brand.
and from then on I became a self-taught digital marketer...
I am now a result-driven growth marketing leader with 6 years of experience focusing on Acquisition, Retention, and Expansion with best-in-class digital strategies and I can finally say I love what I do and look forward to getting up every morning to solve some growth problems!
WHAT I CAN DO FOR YOU
Competencies
SOME OF MY MOST RECENT WORK
Portfolio
Lowering Cost Per Acquisition and increasing revenue
Creating a sophisticated funnel optimization program lead to improved business value.
Generated 300% more prospects in 6 months
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.
Chargify GTM Strategy for Event-Based Billing
An example first-class GTM strategies for revolutionary product announcement.
Increasing LTV & AOV through automated marketing
Hyper growth E-commerce business generates a significant lift in KPI's through Automated Marketing and CRO Techniques.
WHAT MY PEERS SAY
References
I've had the opportunity to work with some of the brightest people in the United States and have learned so much from each and every one of them. Fortunately for me they enjoyed working with me as well.
CLICK TO EXPAND
ENJOY MY THOUGHTS
Blog
How AI is Revolutionizing Marketing Conversion Rates
29th January, 2023 - by Jacob
How to Effectively Use Growth Marketing for Your Brand in 2021
19th January, 2021 - by Jacob
The 5 Best A/B Testing Tools to Consider in 2021
1st January, 2021 - by Jacob
A/B Testing: Macro vs Micro-Conversions
6th January, 2021 - by Jacob
ACQUISITION, RETENTION, & REVENUE
How Growth Marketing led to 300% more prospects in 6 months for Keen.io
Industry: Business Intelligence, Software as a Service
Location: San Antonio, Texas
The Company
Keen is a software company that builds tools and infrastructure to help developers deliver in-product analytics to their customers. SaaS businesses of every size — from startups to Fortune 500 — use their platform to flexibly and seamlessly integrate data into their product experience.
The Challenge
With such a niche product solution with very specific ideal customer profiles Keen struggled to acquire net new customers through digital inbound marketing, to retain and engage existing customers and move their prospects through the white-gloved sales pipeline.Though they attempted investing in digital acquisition solutions they fell short when it came to lead quality and movement throughout the Marketing/Sales Funnel.
The Solution
With the sale and transition of ownership to a private equity firm Keen.io was once again injected with resources to invest into growth and funnel marketing.Hiring a team of best-in-class marketing and sales experts they began testing their hypothesis on who and more importantly where their ideal customer profiles lived in the digital market. I was the second marketing hire brought in to test and iterate potentially scalable digital marketing channels. Responsible for all lead & pipeline generation, digital marketing, website conversion & optimization, and lead nurturing. Sharing marketing operations & analytics jointly with RevOps and supported content strategy jointly with Product Marketing.Within weeks I identified how inefficient our current digital acquisition strategies were (20% efficiency score... every dollar we spent we received 20 cents back in leads). After finetuning the marketing and sales pipeline process and steps I added additional macro conversions throughout the funnel to better understand potential bottlenecks in our process. Allowing me to begin optimizing existing digital channels like paid search/social and experimenting with new channels like Pay-Per-Lead and content marketing.
The Results
Through a test and failure model we iterated and found success within 6 months. .At my time at Keen we achieved an increase total number of prospects by 300% generating thousands of new leads and successfully brought our marketing budget's efficiency score to 150% within 6 months.
ACQUISITION & REVENUE
Increasing LTV & AOV through automated marketing
Industry: Collectables, E-Commerce
Location: Beaumont, Texas
The Company
Currency and Coin has spent years cultivating strong relationships with the largest rare coin dealers and wholesalers across the nation and have become a respected resource within the industry. These relationships have afforded them the ability to find even the rarest of coins for redistribution through their e-commerce website.
The Challenge
Currency and Coin is a small company and were not really all that savvy when it came to online marketing. They learned a lot over the past few years but they understood they had a long way to go. They wasted a lot of money previously with big expensive advertising agencies. They spent a TON of money on strategies and implementation and it was a total failure. There is not one thing the agencies did that they are using today. Not the site, not an advertising strategy…nothing. It took them several years to get over that.They ended up upping their budgets and found new agencies for PPC and added SEO work and it was starting to pay off.That being said, they knew they needed to open up more channels to start driving more traffic to their site and ultimately generating more revenue. But to do that they needed a more sophisticated plan of attack for email marketing and needed help creating an overall strategy that involves more than what they were doing at the time. With the caveat that the plan needed to be clear and specific enough that their leadership could understand and use.
The Solution
The first step to meet Currency and Coins business goal of increasing revenue by 25% was to create a Channel Distribution Strategy. This document determined steps to increase conversion rates, inbound traffic, and most importantly revenue.As there were so many opportunities for accomplishing a vague goal of % revenue increase I believed this Strategy must have been identified first to not waste budget. After we identified the strategy to move forward determined the channels to begin developing and testing. Paid Search, Paid Social, Conversion Rate Optimization and Lead Nurturing.I put together a team of content writers, digital marketers, and developers and we set off to accomplish the task. First we designed an entire e-commerce marketing and sales pipeline complete with lead stages and a custom HubSpot integration to properly segment our 30K+ contact database from scratch. Allowing us to properly outline and categorize our existing and future customers. After developing this process we turned to automated marketing to attempt to increase LTV from existing customers by creating a Lifecycle Nurture plan using programmatic email marketing to continue a conversation and provide direct response offers to their existing customers. After successfully producing a 200+ automated email work nurture plan it was time for optimization. But not just for this plan but we began working with their media buying agencies to determine bottlenecks in post and pre-click performance.After many months of testing we have finally accomplished what we set out to do and over delivered on our promise to increase revenue.
The Results
At my time at Currency and Coin I've achieved an increase of LTV by 63% generated thousands of new customers and successfully increased revenue by 32%.
ACQUISITION & RETENTION
Introducing Event-Based-Billing the evolution of subscription based billing
Industry: Financial Technology, Software as a Service
Location: San Antonio, Texas
The Company
For over 10 years, Chargify has enabled thousands of businesses to manage the recurring revenue lifecycle. Their vision is to become recognized by their customers as the indispensable system for running a subscription business.
The Challenge
Chargify had pioneered a billing model that was previously unattainable. But with competitor feature advancements Chargify wanted to be the first to market. Giving Chargify only a 6 week period to develop, produce and promote a GTM strategy introducing the revolutionary product to the multi-national FinTech market. With head count turn-over this left Chargify in bind for time and resources.
The Solution
Introducing team "kick-ass", during the complex acquisition of Keen.io, Chargify identified the high performance coming from the Keen.io Marketing leadership team and decided to leverage our talents and pull the VP of Marketing and myself to tackle this daunting task.With time being a pressing issue, our first steps were to get onboarded, (though I would have preferred a month or so for this transition it was a trial by fire and fortunately we succeeded). Many brainstorm sessions later we established our goals and budgets and we began developing the first assets to begin promoting our local announcement to be distributed live through a webinar globally.To engage the largest audience and generate the most amount of leads we decided it would be vital to leverage our existing contacts in our 50K+ CRM, leverage our existing partnerships and network channels, and develop an account based marketing process to get in-front of our competitor's customers who we lost business to due to feature limitations.These strategies would utilize a mix of marketing channels like paid LinkedIn to leverage their custom and lookalike audiences for prospecting these personas, paid Facebook to retarget and convert leads at a lower cost per conversion, paid google to plaster our messaging all over the fintech industries most popular websites, programmatic emails to reengage closed lost prospects and many other tactics.There was a lot to do to say the least...
The Results
Though limited on time and honestly resources the team pulled through and had a largely successful launch day with 1500+ attendees to the live event and dozens of digital publications writing articles about the feature.At my time at Chargify we achieved an increase of 20% revenue generated thousands of new leads and successfully launched a revolutionary product to the FinTech Market.
ACQUISITION & REVENUE
How Organifi increases profits through conversion optimization
Industry: CPG, E-Commerce
Location: San Diego, California
The Company
Organifi is a health and wellness company that produces and offers the healing and detoxifying benefits of natural plant life. Most notably, Organifi sells products like an organic superfood "Green Juice" which can revitalize your body for increased productivity.
The Challenge
Since Organifi first launched in 2014, they focused their limited resources on producing great products like "Green Juice" and selling them through expensive direct acquisition digital channels.While Organifi believed in the power of paid acquisition and invested millions in paid search, influencers, paid social, and affiliate tactics they struggled to effectively use these platforms to generate healthy ROI. They lacked sophisticated experimentation and personalization strategies, which limited their ability to provide optimal experiences for their customers.
The Solution
The Chief Marketing Officer, and her team created a strategy to deliver the optimal user journey to customers using Conversion Rate Optimization tactics to reduce their CPA (Cost-Per-Acquisition) and increase their AOV (Average Order Value).Organifi's first step was to hire a team of CRO experts and begin testing their customer experience assumptions. I was brought onto the team to begin developing a funnel optimization system and process. Once the foundation was set, we started with simpler tests and got our measurement approach in place. From there, we were able to begin more rapid A/B/n experimentation using session, analytics, and customer data.We focused on using customer data to segment our audiences and products to personalize the content being delivered. Generating hundreds of landing page variations testing promotions, upsells, cross-sells, messaging and much more within a short period of time.Using a team of contractors, internal copywriters, developers and funnel managers we were able to support Organifi's yearly growth expectations of $65MM!
The Results
With a sophisticated funnel optimization program, Organifi is and was able to activate their customers to continuously optimize the user journey and improve business value.At my time at Organifi we achieved an increase channel net revenue by +39.54% in our multi-million dollar channels and successfully decreased CPA's through A/B/n testing by 10.58%.
WHAT MY PEERS SAY
Testimonial
Exceptionally pleased with militaria. I have been very disappointed with many alleged business card designers. He really surprised me with his taste and style. Impossibl to let you down.
Evan Gray
Principle Solutions Engineer
WHAT MY PEERS SAY
Testimonial
Exceptionally pleased with militaria. I have been very disappointed with many alleged business card designers. He really surprised me with his taste and style. Impossibl to let you down.
Jo McCann
Product Marketing Manager
WHAT MY PEERS SAY
Testimonial
"It's rare that you come across someone as curious and driven as Jacob. Not only has he transitioned from three different industries, he has excelled in each. building and drawing from every experience, Jacob can provide contextually deep analysis and thought, all while still having a macro perspective with his "finger on the pulse" for each project he's involved in. I enjoyed working with him in the past and look forward to having the opportunity to again in the future."
Logan Jung
Decision Science Analyst
WHAT MY PEERS SAY
Testimonial
"Jacob's technical knowledge and creative mindset helps him excel as a digital marketer. He understands the intricacies of scaling digital-first marketing machines."
Josh Taylor
Director of Conversion Rate Optimization
ACQUISITION
Paid Advertising +Organic Inbound +Automated Outbound +Growth Marketing
Paid Advertising
Experienced digital advertiser with a robust background in Search & Display Advertising focusing on hyper-local, Account Based Marketing, and national campaigns. I've trained and had hands-on success in: Google Search Ads, Google Analytics, Facebook Ads, LinkedIn Ads, Google Display, Bing Ads, and Amazon Ads. I have led teams both large and small and have managed marketing budgets ranging from $40k/yr to $40M/yr.
Organic Inbound
SEO
I've overseen technical, on-page and off-page SEO strategies. Core focuses in ongoing technical SEO maintenance (sitemap XML, site architecture, structured data, redirect handling, page speed), log analysis, metadata and content optimizations, landing page creation, keyword research, and backlinking.
CONTENT MARKETING
Using data analysis, consumer research, and an ongoing study of publishing/industry trends I deliver results. Content strategies that reach thousands of unique monthly visitors, social content that generates 100,000s of followers and subscribers, and original content that has earned thousands of new revenue and leads.
Automated Outbound
Using a mix of programmatic outreach materials (email or sms) and a thoroughly segmented outbound list of contacts I've seen success automating automating a large portion of outbound strategies. Allowing businesses to reduce their head count by removing an unnecessary amount of FTE SDR's and improving the total volume of interactions.
Growth Marketing
Through data and insights I develop strategies focused on both growth and ROI. Typically my focus is on applying my digital capabilities and experience towards growth hacking, as well as developing new techniques geared towards increasing revenue through Inbound and Outbound marketing. I am a proven leader in developing result-driven teams and problem-solving producing tangible results.
SOME OF MY MOST RECENT ACQUISITION WORK
Portfolio
Generated 300% more prospects in 6 months
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.
Chargify GTM Strategy for Event-Based Billing
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.
REVENUE
Conversion Rate Optimization +Referral Programs +Direct Response Marketing +Full-Funnel Management
Conversion Rate Optimization
I've seen first-hand the power that Conversion Rate Optimization can have in transforming the profitability of a business. As a marketing leader, I've run hundreds of experiments and generated tens of millions of dollars of revenue for the companies I worked for.
Direct Response Marketing
I am fascinated by the search for what motivates a customer to take action, finding the best way to communicate what's in it for them, and charging the amount that leaves the customer and the business satisfied.
Full-Funnel Management
To optimize the entire funnel, the data of each step of the funnel should be segmented and optimized. No matter where your visitors are coming from, you should know why they have, or more importantly have not, progressed through the funnel. Optimizing each step gets more prospects to trickle down to the next stage, continuing the process. Contrary to what many businesses believe, the marketing funnel doesn't end with a click of your landing page call-to-action button. Instead, it continues all the way down down to the retention stage of the funnel.
SOME OF MY MOST RECENT REVENUE WORK
Portfolio
Lowering Cost Per Acquisition and increasing revenue
Creating a sophisticated funnel optimization program lead to improved business value.
Generated 300% more prospects in 6 months
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.
Chargify GTM Strategy for Event-Based Billing
An example first-class GTM strategies for revolutionary product announcement.
Increasing LTV & AOV through automated marketing
Hyper growth E-commerce business generates a significant lift in KPI's through Automated Marketing and CRO Techniques.
RETENTION
Lead Nurture +Content Marketing +Automated Marketing
Lead Nurture & Automated Marketing
Leveraging customer insights and automation to deliver intelligent, targeted communications to the right customers at the right time, with the goals of building brand trust, inspiring purchase and accelerating lead-to-sale conversion rates.
Content Marketing
Through my work in social media strategy and content development, I've successfully amplified the online presence of many brands. Demonstrated success planning, executing, and measuring the long-term content visions for B2B SaaS companie.
SOME OF MY MOST RECENT WORK
Portfolio
Increasing LTV & AOV through automated marketing
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.
Chargify GTM Strategy for Event-Based Billing
Using CRO and Paid Media best practices I delivered a high performing Top of Funnel.