GTM Strategy & Execution Expert.

Hi. I’m Kelley Schultz.
I specialize in building out GTM strategies and growth execution plans for B2B SaaS Companies.

After 15+ years working with a variety of startups and enterprise businesses, I have learned the formula to driving sustainable, efficient growth is built by having a team that is all aligned and know their role in the plans to execute.

Whether your organization is product-led or sales-led, or a combination of both, I will work directly with your teams to build out a GTM plan that will meet your growth goals to achieve desired brand awareness and pipeline generation.

  • 15+ Years in B2B and B2C SaaS

    For the past 15+ years, I have built and executed B2B and B2C digital lead gen and ABM campaigns, working with both product and sales teams to achieve growth targets.

  • Always Customer-First

    I align teams to build for a customer first experience. Brand building comes from customers who speak highly about your brand. Let’s show their stories together.

  • 10+ years in leadership

    I have 10+ years experience building and developing website, digital, content and analytics teams that execute a go-to-market strategy to drive sustainable and efficient growth.

Schedule time with me

My Approach

Collaborative

I believe in the collaborative approach to building a GTM strategy and execution plan. As an extension of your team, I immerse myself with your team to build an execution plan that drives sustainable growth. I will work closely with your executive, product and marketing teams to develop a strategy and execution plan that will elevate your brand and hit revenue expectations.

Iterative

I take an iterative approach in my approach to ensure the final result aligns with your business targets and priorities. We’ll work together to revise and refine, ensuring the end result is a clearly defined strategy and execution plan that your teams can follow and build towards.

Directive

Providing a clear action plan and deliverables is the number one need of most marketing teams. I will make sure your team has a clear set of deliverables with expected timeline of completion and outcomes.

VP, Growth Marketing

Genesis Digital, LLC - Kartra, WebinarJam, EverWebinar (2023-2025)

At Genesis Digital, I aligned the marketing team around building a product led growth engine via earned, owned and paid media. Our team heavily focused on website development and conversion rate optimization as well as vertical campaign targets and online educational event strategy to build awareness, build trust, drive engagement and ultimately paying subscribers.

At Genesis Digital, our brand voice and brand position became very prominent as we were targeting early stage entrepreneurs, consultants and content creators. Most users were not technology savvy, so I worked with our team to build out onboarding flows and user guides, in addition to an educational event strategy, to help our users get onboarded quickly.

Customer reviews and stories were the heart of the brand at Genesis Digital, and I built up a customer advocacy program to drive validation and social proof that we could use in all GTM assets.

Corporate Background

Senior Director, Demand Generation

Paylocity, Inc. (2019 - 2023)

At Paylocity, I joined in the organization in early 2019 as the first Director of Demand Generation. I built up the team to focus heavily on digital acquisition, campaign creation and execution and website optimization. Our messaging and content strategy was built and personalized for 3 markets: SMB, Mid-market and Enterprise. Paylocity is a HR & Payroll software, sales-led organization with some of the best sales representatives and teams and processes, I have ever worked with.

My team’s job was to ensure we were feeding the sales representatives with high volume of high quality leads in all three segments that were knowledgeable and curious about our offering. Our mission to excite prospects and customers was largely achieved through the cross-functional work led by Product Marketing/Demand Gen/Operations & Brand teams to build and execute integrated campaigns that we all were a part of and had a role to execute. We drove awareness, engagement and conversion with a channel strategy focused around SEM, SEO, Events, Chat, Email and Referral.

Director, Digital Lead Generation & Analytics

DialogTech - now Invoca (2016-2019)

I joined DialogTech as their first Growth Marketer, focused on building out the online presence with Search and Social to bring in high quality leads for the sales organization.

My role at DialogTech quickly grew to Director level as I took on team management, website optimization, email automation, forecasting and analytics including event strategy such as hosting online and in-person education events.

I built up an inbound lead generation engine utilizing a small team of digital marketers and inbound BDRs to manage and optimize campaigns to drive inbound phone calls, demo form submissions and website chat. I also partnered with our Mid-Market and Enterprise Sales organizations to put together target ABM lists, personalized messaging and outreach strategies to build awareness for our top accounts. It was equally vital that I work closely with Finance to ensure we tracked all resource allocation and stayed on track with CAC assumptions and growth targets.

Skills and Capabilities

  • I have expertise in most online channels, including: Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Channels: (Meta, YouTube, Pinterest, LinkedIn, Reddit), Conversion Rate Optimization, Content Syndication, Referral, Affiliate, Programmatic Display, Online Events, Audio, Video, Email and Content Strategy & Development.

  • I have implemented and work in a variety of SaaS tools, inducing but not limited to:

    Salesforce, Salesforce Marketing Cloud, Marketo, Tableau, Google Analytics, Google Ads, Microsoft AdCenter, Meta, Pinterest, Linkedin, DemandBase, Google Tag Manager, Umbraco, WordPress, CrazyEgg, HotJar, Ahrefs, Moz, SEMRush, and more!

  • Timelines and deliverables can depend on the project, or can be ongoing! After our initial conversation, I will bring back a proposal so we can collectively determine the correct timeline and budget based on the scope and goal of the project or ongoing work.

Hear what others have to say about working with Kelley.

"Marketing and sales collaboration is something many organizations talk about and find challenging to deliver.

Kelley is a fantastic resource for outreach strategy and understanding the primary buying center for technology solutions. She goes above and beyond to provide the sales team data to better segment and target prospective clients.

Her passion and expertise in the digital marketing space is extremely beneficial to both the company and sales team. Kelley has been a pleasure to work with."

Kyleigh Oosthuyse, DialogTech (acquired by Invoca)

"Kelley has an exceptional ability to align big-picture goals with actionable strategies, driving both growth and innovation. Her leadership style fosters collaboration, empowers her team, and inspires excellence.

Her forward-thinking approach to marketing and expertise in data-driven strategies consistently delivered impactful results. Beyond her professional acumen, Kelley is empathetic, approachable, and deeply committed to her team’s success.”

Grant Williams, Genesis Digital

"Kelley is an absolute pleasure to work with. Her understanding and implementation of digital media, analytics and digital marketing as a whole is extremely impressive.

I recommend Kelley with no hesitation. She is the definition of a world class marketing professional."

Daniel Kraciun, Sales & Marketing Leader

Get in Touch!

Schedule a call with me to discuss your needs.