claire glisson
growing traction for a new platform
CircleUp is a VC fund for emerging CPG brands. They developed a platform, Helio, which compiles data on CPG companies to evaluate investment opportunities.
by the numbers
6 month timeline
I came onto the Helio team (via an agency partnership) for a 6 month sprint to pack TOFU demand for the Helio platform
4 data-driven white papers developed
Building a demand generation machine, meand building tons of content to move prospects through the funnel.
3X increase in TOFU demand for Helio
A focused ABM program designed to attract CPG giants in the 10B+ revenue range successfully drove TOFU demand for the Helio line of business
CircleUp is a CPG Investment Company. CircleUp developed a data and insights platform (Helio) compiling data around CPG companies. This platform helped them assess investment opportunities and was spun out to be sold as a platform-enabled service for CPG giants like Coke and General Mills. I came on for a 6 month project to grow enterprise interest in the Helio platform. During this period, I developed an ABM marketing program targeting enterprise CPG companies in the 10B+ range. Supported by a strong foundation of content marketing assets (white papers, TOFU & MOFU blog posts, nurture emails, sales email sequences, etc), this program tripped top of funnel demand for the Helio arm of their business.