Kompas

33%

MQL To SQL Conversion

Collaborating with the sales team to define what a qualified lead looked like, using fit and engagement signals in HubSpot so marketing only handed over prospects who were ready for a real conversation. Clear criteria and a steady feedback loop meant sales spent its time on leads worth pursuing produced a 33% MQL-to-SQL conversion rate.

30%

Follower Growth

Managing the LinkedIn presence day to day, sharing content that spoke directly to property managers and operators about the challenges they dealt with every week. Consistent, relevant posting turned the page into a place our audience came back to. Followers up 30%, from 2,027 to 2,645.

+35%

Increase In Demo Requests

I structured every channel to move prospects toward one goal, from LinkedIn content and lead generation that addressed the industry’s real pain points, to nurture campaigns that kept Kompas top of mind until the timing was right. Each step made the next one easier to take. Demo requests rose 35% over the first half of the year.

Turn A Startup’s Attention Into Pipeline.

Client

Kompas

DTC Market Strategy, Social Media Management Ecommerce Design, Campaign Development, Art Direction.

Roles

Timeline

1 Year

Kompas is a SaaS property management platform, with a strong product and a small team. There was no marketing department to inherit, no funnel to optimize, and no shared system between marketing and sales. I was brought on to build all of it, and run social channels and LinkedIn, design and launch the newsletter and campaigns, manage the website, produce video, and connect every piece to a pipeline the sales team can actually use.

Overview

With solid industry connections, Kompas required a way to turn leads into conversions, grow outside their province and bridge the gap between marketing and sales. Activity on social and email can look healthy while sales still chases cold leads, because no one has defined what a good lead is or when marketing should hand one over. Kompas needed marketing that does more than create awareness. It needed a system that turns attention into qualified conversations.

The Challenge

I began by immersing myself in industry terms, analyzing customer metrics to define an ICP, and preparing the foundations of the marketing funnel. By developing a voice and narrative on LinkedIn and social to not just build awareness among property managers and operators, but target their pain points. I outlined how Kompas can address their needs by developing a voice and narrative that matched the launch cadence of updates as well as the seasonal demands of the industry. Then reinforced claims through customer testimonials. This approach leaned into the longer than average sales process of the product. Where a decision to shift platforms requires a considerable investment and consideration that could span months. Through each stage of the process I would provide new information, address key road blocks in the decision making process and reinforce the value of the service.

Video and website content give curious prospects a clearer picture of the product. By analyzing data on website traffic, I redesigned the site to more immediately answer questions viewers have and provide a more intuitive experience. The newsletter and nurture campaigns kept Kompas in front of people who weren’t ready to buy yet, so when they were, Kompas was the obvious call. Demo requests and high-intent actions sit at the bottom, routed straight to sales.

Partnering with the sales team to set up HubSpot as the shared source of truth, I defined lifecycle stages and collaborated on exactly what made a lead marketing qualified versus sales qualified. MQLs were based on fit and engagement signals like content downloads, repeat site visits, and email activity which led to SQLs worth the time for sales to pursue. With clear handoff rules in place, lead generation operates at it’s peak and sales no longer sorts through noise, while marketing can see which campaigns produce real opportunities, not just clicks. That feedback loop then shapes what was created next.

With this information, I then designed, developed, and deployed newsletters and email campaigns in HubSpot, and used GA4 to understand how visitors moved through it.

The Approach

The creation of a marketing funnel from nothing and connected directly to revenue. At Kompas, that meant a funnel with clear stages, a sales team that trusted the leads it received, and data that showed what was working. Marketing-qualified leads converted to sales-qualified at a rate of 33%, demo requests rose 35% over the first half of the year, and LinkedIn followers grew 30%, from 2,027 to 2,645. Not just more content or more followers, but a pipeline that kept growing.

The Results

Marketing Operations & Sales Alignment

Partnered with sales to set up HubSpot as a shared system, defining lifecycle stages and MQL and SQL criteria together.
Established handoff rules that delivered qualified leads to sales and closed the loop on campaign performance.
Configured email domain authentication and used GA4 analytics to improve deliverability and track performance.

Funnel & Demand Generation

Built a full-funnel marketing strategy from the ground up, defining ICP, and giving every channel a defined role from awareness to demo request.
Developed messaging around real industry pain points for property managers and operators.
Designed, developed, and deployed newsletters and nurture campaigns that kept prospects engaged until they were ready to buy.

Brand, Content & Web

Managed LinkedIn and social media accounts, building visibility and credibility for a growing SaaS brand.
Refreshed the website, designing in Figma and managing the handoff to development.
Produced video assets and supported marketing initiatives across the business as priorities evolved.

Say What Only You Can Say, And Give Your Audience A Reason To Listen.

Property management software is a crowded category, and most of it sounds the same. Everyone is all-in-one, streamlined, and made for modern operators. When every competitor makes the same promises, none of them land. So instead of competing on buzzwords, I focused the Kompas voice on what no one else could claim: a Canadian-owned platform, designed accounting first, for property managers whose needs are too often treated as an afterthought by software made somewhere else.

The brand spot was where that voice came together. Kompas had plenty of existing assets and messaging, but they’d been created at different times for different purposes and didn’t add up to a single story. I reshaped them into a cohesive whole. I wrote the script around what truly set Kompas apart, created the visuals, developed custom motion graphics to bring the platform’s value to life, and coordinated with voice talent to find a delivery that sounded confident and approachable rather than corporate.

Every frame pointed back to one idea: software that understands Canadian property managers because it was made here, for them. No buzzwords required. Here’s how it came together.