Turning customer understanding into growth.

The opportunity

Sungard’s traditional corporate lead-generation methods had produced limited success for its flagship AssuranceCM product. Patrick took ownership of product marketing to create a more effective way to communicate the product’s value and guide prospects through the buying journey.

The engagement brought together product marketing, customer experience design, content, and automation, with a small team of designers and HubSpot developers.

Building an automated marketing presence

Patrick led the design and implementation of a digital marketing strategy built on HubSpot CMS. The team created an automation-driven microsite that connected inbound and outbound content across the stages of the buyer journey.

Rich inbound content was designed to strengthen domain authority. Data-driven outbound campaigns segmented prospects and delivered tailored messages, with drip and nurture campaigns moving leads through a structured automated funnel.

Refining the customer journey

Patrick applied usability, A/B testing, and customer experience design to a dynamic HubSpot interface that delivered personalized content and interactions. The team continually refined content relevance, lead nurturing, and the path from initial interest to a sales conversation.

The small team continued to build, refine, and launch landing pages. Behavioral usage data informed successive changes to the experience, helping improve active conversions and sales over time.

The marketing results

The original case study reports a more than 40% increase in marketing-qualified lead conversions within the first six months, together with improved conversion from marketing-qualified to sales-qualified leads. It also describes a funnel of more than 60,000 potential customers.

The account reports higher engagement, stronger brand perception, and measurable pipeline growth from the personalized experience.

Supporting acquisition readiness

Patrick was part of the senior leadership team selected to help prepare Assurance Software for acquisition. His product marketing work helped demonstrate the value of an active customer base and a healthy sales funnel.

The original portfolio dates an acquisition by a venture capital firm to 2017. The acquisition is company context; the marketing and conversion results above describe Patrick’s contribution to the engagement.