TriMark Digital · 2015–2019
Four years, 50+ accounts and Performance Marketer of the Year at TriMark Digital
Where I learned to run hundreds of campaigns without losing the plot.
In short: Agency case study: at TriMark Digital, Chris Hetzler managed paid media for 50+ lead-generation clients, cut CPA an average of 15% a year for four years, raised a global B2B client’s tag coverage from 50% to 99% and built the B2B SaaS team.
Situation
TriMark Digital is a Raleigh agency that runs paid media for lead-generation clients. I joined as a paid media associate and grew into the strategist who led the B2B SaaS vertical.
Action
- Managed hundreds of simultaneous paid campaigns for 50+ lead-generation clients across search, social and programmatic.
- Built and led the B2B SaaS team and onboarded the associates who grew its enterprise accounts.
- Became the tagging and attribution consultant for a global B2B legal-information client, and ran 1:1 and 1:few ABM with Demandbase and 6sense.
- Automated spend monitoring, reporting and alerts for 500+ campaigns.
- Ran structured A/B tests on display for a B2B software client.
- Helped global clients adapt to GDPR, and partnered with client sales teams to raise lead quality, so sales time went to the best-fit prospects.
Result
- CPA down an average of 15% a year for four years while budgets scaled.
- Tag coverage for the global legal-information client rose from 50% to 99%.
- Display conversion rate up 800% for the B2B software client.
- Automated monitoring saved the agency hundreds of hours.
Recognition
- Associate of the Year (2017).
- Performance Marketer of the Year (2018).
The lesson: Scale comes from systems. Automate the monitoring so your judgment goes to the decisions only a person can make.
What people said
“I was lucky enough to have Chris as my mentor when I began my professional career, it’s due to his attention to detail and willingness to help that allowed me to grow from an intern at TriMark Digital to a confident full-time employee.”
“There is no shortage of data in digital marketing, and where Chris excels is at deep-diving into that data, making sense of it, and translating it into actionable changes to make his campaigns and strategies even stronger.”
“Chris was instrumental in building out our Adwords strategy and maintaining the account. … Chris always felt like a true extension of our team.”
“At TriMark, he was the go-to guy for optimizing our B2B accounts.”
More work
$2M budget → $10M pipeline at Avalara
ROI-based reallocation, a net-new channel and dashboards that tied spend to pipeline.
Red Hat6sense ABM across Red Hat’s BDR org
Intent data that reaches the right BDR pod at the right moment, presented to 1,000 marketers.
ChicknLegsFocusing DTC paid media on new customers
Separated captured demand from created demand, then built the budget around growth.