Daniel Barnett

Available for hire fromNegotiable

Contracts

Full-Time Roles

Fractional CX & MarTech Strategist Expert

Hi, I’m Daniel, I’m the Principal CX and MarTech strategist at Superstoke. I work with startups and scaleups to create and refine their brand image and reputation. This looks like everything from name and logo to designing an end-to-end customer experience system. Over the years, I’ve learned that founders may have some exposure to marketing or might even have a marketer in-house, but they’ve realized their brand doesn’t really resonate with their audience anymore, and it’s affecting their bottom line. That’s exactly where I come in. I combine creative content production & distribution with automation and technology tools to build the foundation for a new brand. This generates more user demand, and ultimately revenue.

Projects

Thunder Differentiates on Value

When I joined Thunder Consulting in early 2021, the start-up had a very undifferentiated brand that did not exude the kind of energy and excitement it wanted to be known for. In a sea of thousands of "clones" in the Salesforce ecosystem, Thunder’s struggled to find its unique position in the marketplace and present its differentiated value in unique ways. We had to rethink and reimagine Thunder’s value proposition, visual and messaging identity to create something that truly resonates with ICPs and differentiates from other Salesforce implementation partners. The actions I took included: - Led a rebrand initiative that involved inputs from diverse roles and functions across the whole business. - Interviewed employees, customers and other industry leaders to hone in on what was important. - From that feedback, I designed a new brand, everything from values and messaging to aesthetics and differentiation strategy - Determined a theme for the brand launch which required everyone to work towards a specific date (Valentine’s Day). - Wrote content to maximize eyeballs - blogs, process whitepapers, press releases, LinkedIn announcements and surprise swag deliveries to partners and employees Thunder launched its new, reinvigorated brand on Valentine’s Day, 2023. In total, I built a strategy around our unique value prop, designed our logo, color schemes and fonts, messaging hierarchy, differentiation strategy, and a new website. To promote our new brand, I published multiple blogs on the design process, benefits of the new approach and a press release that helped us reach thousands of media outlets. We even had swag delivered to our employees and partners on the day of the launch to help further increase engagement. The brand has endured and continues to add value to Salesforce customers across industries and sizes. We were able to raise multiple rounds and experience revenue growth of 2x year after year.See More

ThomasArts Marketing Operations Audit

Referred by former client to complete a 2-month comprehensive analysis of ThomasArts service execution standards to identify gaps and offer solutions to increase the quality of delivery in order to retain its largest account that represented 80% of its business. I partnered with the CEO to craft internal communications, identify team lead stakeholders, and capture employee performance and engagement data in SFDC and Marketing Cloud Engagement to design an account and culture audit plan to develop and retain business. To develop a 360 degree, comprehensive understanding of their business; its goals, challenges and outlook, I took on a 3-pronged approach that included an evaluation of its people, process and technology. - I worked with CFO and COO to extract financial and operational data in Excel to quantify and drive change. - Performed stakeholder interviews to operationalize and qualify assumptions, identify patterns, and tie forecasting and quality of delivery to improve opportunities. - Tested customer-facing tech stack and tools used for design, QA, and email production to identify missed ROI and reassign expenses. My efforts resulted in a detailed executive summary, including additional employee headcount, revised production and QA processes, a re-organization of production and QA teams, collaboration techniques across silos, and technical guidance to automate processes and reduce human-oversight. As a result of our work together, ThomasArts incident report demonstrated a reduction from 10 per month to zero per month over the following Fiscal Quarter, resulting in the retention of their largest account that essentially saved their business. Additional recommendations included the diversification of service offerings and a people reorganization that enabled employees to focus on the tasks they loved to do and were great at.See More

Helping Salesforce Expand in SMB Market

In 2023, Salesforce developed a strategy to complete with HubSpot for SMB clients. A leader of Salesforce's Better Together team reached out to me for help optimizing Salesforce's HubSpot migration service in order to make switching to Salesforce easier. They lacked in-house HubSpot expertise and needed to understand what a migration to SF entailed. While meeting with leadership to gauge their goals and challenges, I realized that I needed to train executives on HubSpot and Salesforce capabilities, design implementation packages that were easily consumable to marketer personas, get feedback from sales to drive enablement and develop a go-to-market strategy. To help with service offering, I built out a comprehensive project plan to define deliverables. I created use case and feature matrices so executives could see how Salesforce compared to HubSpot and where the opportunity was. Based on common ICP use cases, I bundled service options that scaled up and down based on budgets and deliverable margins. The results of our collaborative efforts included shortened migration time requirements by 66%, a reduction in pricing by 70% and reprioritized bundle features that included new and improved data services.See More

A Brand Refinement Story

A designer and manufacturer of high-end, prefabricated recreational and commercial structures for backyards, offices, events and other storage needs lacked internal alignment on critical aspects of their brand. Year after year, as their business grew and the industry became more dynamic, their brand became diluted, the team lost their vision and ability to attract their ideal customers. The vision for our collaboration was to define their ICP and how their brand could speak directly to them. Motivated by a goal to reestablish themselves as the market leader and achieve $1B in revenue in 10 years, I needed to refine their strategy, streamline operations and build a roadmap that leadership would support. I started with a brand sprint to assess brand aspects where GTM teams designed detailed personas so they could align on struggles they could help their customers overcome and a value proposition that spoke directly to them and exudes empathy. I took a 6-step approach to refine their brand that included a customer experience journey map, 20-year roadmap, design-thinking workshops on value proposition, brand What, Why and How exercises and a competitive market analysis. Armed with all the tools our client’s leadership needed to understand the value of their brand, their long-term vision for growth and how to best engage with their newly refined personas, GTM teams found new motivation in clarity. By focusing exclusively on their personas and their needs, they were able to pivot their thinking and redesign the journeys they wanted their customers to experience that truly differentiated their brand from the rest in their space. With a detailed and focused roadmap, they no longer bombarded their customers with coupons and offers, but designed experiences that reinforced their positioning, their value and their entire relationship with their customer.See More

Cyclomedia Adopts a Personalized Approach

Cyclomedia is a growing, high tech brand that produces high-resolution, 360° visualization, enhanced with AI-powered analytics high-resolution imaging for clients in local governments, utilities, transportation and telecommunications. Their technology helps governments and utilities companies monitor their assets, respond to natural disasters, and stay on top of preventative maintenance. The quick success of their GTM teams exceeded expectations and created challenges scaling their marketing operations and sales hand-off. A transformation from a culture of old school batch-and-blast email tactics into one that embraces a more strategic and personalized approach was imperative to capture their audience's attention and realize ROI on their efforts. I was hired to guide marketing and sales efforts to reimagine their customer engagement strategy. We started by facilitating a discovery to help GTM leadership transform their growth objectives into an actionable plan. To help our client truly empathize with their audience and provide one-on-one interactions, I led a qualitative and quantitative market research effort to help GTM teams understand their customer’s pains, gains and motivations. With a new strategy in place and personas thoroughly defined, I embarked on a build sprint that included everything from content authorship, design and production to a HubSpot implementation, campaign design, build and execution. Emails, landing pages and ads were reimagined from the ground up and templatized that enabled the marketing and sales teams to turn ideas into campaigns with a fraction of the effort it originally took. Spearheaded by a new customer-centric strategy, our client quickly realized the potential of their new approach evidenced by an increase in quality leads, productivity and overall customer experience. Every detail, from a new messaging hierarchy to a new personalized approach to engagement, optimized results and See More

Groups360 Focuses on Brand Awareness to Survive COVID

A startup, Groups360, based in Tennessee whose technology helps big businesses organize and book offsite corporate events was facing an inflection point. With the onset of COVID, their target audience was no longer meeting in person. The core of its value proposition was at stake and it needed a strategy to somehow make it through the pandemic with its business intact. Backed by some of the largest hotel conglomerates in the world, they had the financial support to extend their runway but needed to prove that its business model could still exist in the face of turmoil. I was brought in to help marketing and sales leadership devise a strategy, over the short and long-term, to help our client stay relevant through turbulent times and emerge from the pandemic stronger than ever. Among our recommendations, was the production of a roadmap that started with a brand refinement sprint and concluded with the build and execution of evergreen campaigns meant to increase the marketing team’s production and reach more of their target audience. In close collaboration with marketing and sales leadership, I enhanced their customer-facing brand to reposition it as a source of industry-leading insights and best practices to instill trust and build their relationships with their customers and prospects. We also tested a whole new visual identity featuring the work of artists who highlighted themes of community and optimism with a bold color palette unlike anyone else in the industry. With a new engagement strategy in hand, we designed an integrated solution to execute on our plans and provide insights along the way for optimization. We implemented Salesforce Marketing Cloud Account Engagement as the execution engine for their new, highest-priority channel – email. We also integrated with Sales Cloud, monitored and scored engagement and passed sales high quality leads on a live-basis. As a result, email became their top lead source as it generated 40% of all their web traffic.See More

Work History

Fractional CX & MarTech Strategist

SuperstokeFull-time EmployeeSuperstoke is a customer experience agency that helps startups and scaling businesses become true customer companies by building empathy via AI-driven market research, memorable content, ongoing campaign execution leveraging world-class technology and best practices.

VP, Marketing and Marketing Services

Thunder, IncFull-time EmployeeJun 2021 - Nov 2023 • 2 yrs 6 mosLed the strategy, design, and execution of a unique and memorable brand in the Salesforce ecosystem. Managed Thunder's marketing services practice, providing marketing strategy, transformation, MarTech implementations (Salesforce and HubSpot), and ongoing campaign execution services.

MarTech Product Manager

Blue Cross Blue Shield of MassachusettsContract EmployeeJan 2021 - Jun 2021 • 6 mosFacilitated cross-functional stakeholder vision sessions to define MarTech possibilities, designed marketing operations architecture to integrate and implement Marketo, and built user flows to streamline subscription management end-user experiences.

Marketing Consultant

Barnett GroupFull-time EmployeeJun 2015 - Jun 2021 • 6 yrs 1 moAdvised Chief Marketers on demand generation, inbound marketing, marketing automation, and brand design. Worked with businesses of all sizes to optimize customer engagement with technology and content.

Cofounder & Head of Marketing

BrightrPart-time EmployeeOct 2019 - Dec 2020 • 1 yr 3 mosFocused on customer experience and brand awareness. Led efforts in product design, content development, digital advertising, and brand design to help companies innovate by defining project vision and matching them to ideal consulting partners.

Director of Marketing Services

Bluewolf, an IBM CompanyFull-time EmployeeApr 2009 - Jun 2015 • 6 yrs 3 mos- Scaled our Marketing Services practice to $40M in revenue over a 5-year span. - Achieved an annual run rate that exceeded $10M/year. - Hired and mentored a team of over 20 global consultants while achieving annual growth targets, customer sentiment measured with NPS, and margin targets. - Design and approve all project estimates, solution designs, and contract terms. - Demonstrate industry thought-leadership by gaining and maintaining certifications in leading MarTech solutions including Marketo, Eloqua, HubSpot, Pardot and ExactTarget.

Education

New York University

Certificate in Interactive Design and Production2008 - 2009

John Cabot University

BA, Marketing and Modern Art2005 - 2007

Boston University

College of Communications - Marketing and Advertising1998 - 1999

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