SaaS Web Design & Digital Strategy

As Marketing Lead at Panobi, a venture-backed B2B SaaS startup, I worked alongside the CEO and talented designers to build the company's marketing presence from the ground up, driving free trial signups and establishing the brand in a competitive, increasingly AI-saturated landscape.

The work spanned website positioning, content strategy, and a video-first approach to social media. In close collaboration with the CEO and designers, I led the company website build with a focus on content hierarchy, clarity, inward paths and key messaging, alongside narrowly focused landing pages built around the Jobs-to-be-Done framework, each tailored to speak directly to the specific needs of our ideal customer profiles.

The cornerstone of our content strategy was the "5 Minute Fireside Series” comprising bite-sized video interviews with industry guests designed to cut through the noise and deliver genuine value, and part of our broader effort to grow a hub of expert insights for growth and product operators. Each video was crafted as zero-click content, offering self-contained insight that met audiences where they were without requiring them to leave the platform. This built trust and brand familiarity organically, while SEO optimization for both our brand name and "5 Minute Fireside" drove discovery and funneled viewers toward the website over time.

In a B2B space increasingly flooded with AI-generated content, the human-led, video-first approach set Panobi apart, widening our network, facilitating organic sharing amongst our ideal customer profiles, and driving meaningful growth in both visibility and signups.