Case Studies - Documented Marketing Results

01 /Case File — AcreValue

2yr↓→↑

The turnaround behind a NASDAQ acquisition

AcreValue / Ag Analytics Fractional CMO & Head of Sales 2023–2024

A / Context

An ag-tech SaaS platform with 1.5M+ registered users across 48 states — and recurring revenue that had declined two straight years. The product had reach; the business had no clear vision and no defensible positioning.

Exhibit — Press Release

CoStar Group, Inc. · Investor Relations

CoStar Group Acquires Ag‑Analytics, Augmenting Land.com Services and Capabilities

February 14, 2025 · NASDAQ: CSGP

CoStar’s announcement cites AcreValue’s 1.5 million registered users and data on tens of millions of parcels — in a farm real-estate asset class the company sizes at $3.4 trillion.

Read the release at investors.costargroup.com →

B / What I Built

Relearned the market firsthand — sat on client and sales calls before touching strategy.
Carried that intelligence to the development team and shipped the features the marketplace actually wanted.
Rebuilt the image, the website, and the value propositions around what the calls revealed.
Opened entirely new segments, including the energy sector.

One of the defining calls was with Duke Energy. They needed a way to evaluate greenfield and brownfield sites for energy development — proximity to transmission lines, surrounding infrastructure, overall plan viability — plus parcel-ownership records and a way to actually reach the landowners behind them.

I carried that spec back to the development team and made the case for a visual data layer built around exactly those features. That build is the move that opened the energy-sector segment in the results below.

C / Results

MRR ↑

Returned to growth after two years of decline

New

Commercial segments opened, including energy

2024

Featured speaker, Land Investment Expo · quoted in American Farmland Owner

Feb 2025

Acquired by CoStar Group (NASDAQ: CSGP)

The deal doesn’t happen without the turnaround.

02 /Case File — Vertex Roofing

+490%

Rebuilding acquisition end-to-end

Vertex Roofing Inc. Chief Marketing Officer 2025

A / Context

A three-state roofing operation where the call center rolled up to me as CMO. My audits told an uncomfortable story: inbound volume was thin, the booking rate sat at 16%, and acquisition leaned on outbound — lead aggregators and aged lists the sales floor had to chase.

One more problem underneath all of it: the data couldn’t be trusted enough to even report on. Before I could grow the numbers, I had to make them honest.

B / What I Built

Outsourced the call center to AnswerForce — professional coverage on every ring, so demand stopped dying on hold.
Flipped the acquisition model from outbound to demand-driven inbound — Google Ads, Microsoft Ads, and Google Local Services Ads replaced the aggregators and aged leads.
Directed the CRM migration, Salesforce → BuilderPrime — 500,000+ records, zero data loss, zero downtime — so every number below could be trusted.
Rewrote the inside sales scripts and inbound workflows around one metric: calls that become booked appointments.

C / Results — Aug → Nov

+490%

Inbound calls — 108 → 637

+269%

Booking rate — 16% → 59%

+212%

Appointments set — 26 → 81

+192%

Leads issued to sales — 26 → 76

+20%

Qualified leads — 178 → 213

First you make the numbers honest. Then you make them move.

D / Exhibit — Inbound calls & booking rate, Aug–Nov

Exhibit A — Inbound calls (bars, left axis) & booking rate (line), Aug → Nov

* August is mostly missing — pre-migration tracking couldn’t be trusted, so August volume is understated and the booking rate isn’t reportable. † September week 4 is absent entirely; it fell during the Salesforce → BuilderPrime cutover. The gaps are reported as found — that’s the point of the migration.

03 /Case File — Infinity Home Services

#1

The Midwest machine

Infinity Home Services Regional Marketing Manager, Midwest Feb 2026 – Present

A / Context

A national home-services platform. Full ownership of Midwest marketing — budget, channels, and a team of four.

B / The Standing Record

This is the current engagement, so the numbers below are live and year-over-year. The exact figures stay in the boardroom while the engagement is live — but the shape is public: tens of millions in new year-over-year sales, and the region now leads every other region in the company on performance.

C / Results — Year over Year

2×digit

YoY qualified-lead growth

2×digit

YoY appointment growth

$10Ms

In new sales vs prior year

#1

Performing region in the company

04 /Case File — Optimized

1→exit

Every seat, earned the hard way

Optimized Founder & President 2011–2018

A / Context

Founded as a team of one. Sales by day — cold calls, pipeline, contracts. Delivery by night — SEO, PPC, social, web builds. Every seat in the org chart, held first by me.

B / What It Became

23 employees across seven satellite offices spanning the continental U.S.
$5M in annual revenue, built without outside capital.
A client roster spanning 10+ industries — with Fortune 500 names among them — medical and private practice, SaaS, manufacturing, aerospace, automotive, e-commerce, food & beverage, travel & hospitality, legal, and real estate & brokerages.
A successful exit — acquired by a UK-based equity firm expanding its US book of business. The breadth and caliber of the client roster were core drivers of the deal.

C / Results

23

Employees at peak

$5M

Annual revenue

7

Satellite offices, continental U.S.

10+

Industries served

Sold

Acquired by a UK-based equity firm

I’ve held every role I now hire for.

05 /Case File — Roofing GR

+1,000%

One thousand percent

Roofing GR Marketing Director 2021–2024

A / Context

A West Michigan roofing company. Full ownership of demand generation and inside sales — the entire funnel, first click to signed contract.

B / What I Built

Advanced geotargeting and lead generation across search and local channels.
Marketing automation on N8N, Make, and Zapier — routing, enrichment, and follow-up without added headcount.
Attribution and lifecycle email tied to behavioral triggers.

C / Results

+1,000%

YoY lead generation

Costs ↓

Operational costs decreased while volume grew

Cycle ↓

Sales cycles shortened

“Within the first quarter of his leadership, we saw a 35% increase in qualified leads and a record-setting month in terms of booked jobs.”— Clint Hoppes, Owner, Roofing GR

D / Exhibits — click any frame to open the source file

Roofing GR search ranking report, July 14, 2023

Roofing GR search ranking report, December 28, 2023

Roofing GR search ranking report, January 18, 2024

Exhibit A — Search ranking progression, July 2023 → January 2024

Google featured snippet captured by Roofing GR for a burning shingles query

Google featured snippet captured by Roofing GR for a roofing tar query

Exhibit B — Google featured snippets captured for commercial queries

06 /Case File — Wensco Sign Supply

+30%

The record quarter

Wensco Sign Supply Head of Marketing 2019–2021

A / Context

An 87-year-old wholesale distributor — 100+ employees, $30M+ in revenue — with a legacy digital footprint that undersold the operation behind it.

B / What I Built

Managed a $1M+ marketing budget and cut marketing costs 35% while output grew.
Overhauled a 20,000+ page website — the platform behind the online sales gains below.
Scaled customer engagement to 10,000+ interactions per month.

C / Results

−35%

Marketing costs, on a $1M+ budget

+30%

Total sales revenue

+40%

Online sales after 20,000+ page overhaul

10K+

Monthly customer engagements

D / Exhibit — click the frame to open the source file

Internal Wensco email marking a record-breaking sales period

Exhibit A — Internal note marking a record-breaking sales period

The record.

The turnaround behind a NASDAQ acquisition

CoStar Group Acquires Ag‑Analytics, Augmenting Land.com Services and Capabilities

Rebuilding acquisition end-to-end

The Midwest machine

Every seat, earned the hard way

One thousand percent

The record quarter

The next case file could be yours.