"Kevel has evolved as we've rebranded. As we picked up funding, our go-to-market strategy has drastically changed. For the longest time, it was heavily dependent on inbound leads, and we've since started to focus a little more on building an outbound team for cold emails, building out our account-based marketing strategy.
If we hadn't have done these, we wouldn't have seen the recent growth we've had this year. It's crucial to adjust based on the stage of your company and market dynamics to what that go-to marketing strategy is. That should change.
As an example, as a marketing team, we have different quarterly goals: This quarter, I want to focus on site traffic. This quarter, I want to focus more on social proof, et cetera.
Identifying those micro-goals and adjusting your strategy allows you to capture the fact that stories evolve, companies evolve, and you can't stick to just the same tactic and execution every year.”
- Chris Shuptrine, VP of Marketing, Kevel