Creating a B2B Marketing Structure


During my time at Honeypot.io I was tasked to build a B2B marketing structure from the ground up. The goal was to create my own goals, structure my own tasks and define my own metrics to polish the B2B side and Honeypot into a successful investment round. 


One year later, Honeypot.io was acquired by XING, Germany’s largest professional social network for €57 million.  Prior to its acquisition, I built the startup’s core B2B brand, created the company’s first reactivation strategy, trained new team members into the marketing team. Here’s how I approach the role: 


  • Establish a client facing brand, message and position

  • Create a new user acquisition strategy

  • Create Honeypot's first reactivation strategy


Onboarding myself

  • Researched competitors

  • Identified new unique selling points for Honeypot

  • Identified customer pain points and current sales focus

  • Conducted weekly 1:1s with sales members to learn key challenges and client feedback


  • Built customer personas and their marketing approaches  

  • Developed event marketing strategy to build brand credibility and client and sales team relations


  • Analyzed CRM data for customer inactivity 

  • Conducted feedback interviews with inactive customers

  • Pushed tailored newsletter according hiring/non hiring groups

  • A/B test emails for those in hiring group

  • Retargeted ads for inactive clients 

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  • Built B2B Brand through event marketing

    • HiveConf'19, a one-day conference for HR & Tech executives focusing on building engineering teams

    • HR in Tech event series in Munich, Hamburg, Düsseldorf, Amsterdam, Berlin

  • Created B2B marketing assets (onboarding emails, one pagers, flyers, company merchandise)

  • Increase user retention by 28% with onboarding strategy 

  • Reactivated 16% of inactive clients through collaboration with the data, product and sales 

  • Hired performance marketing manager for new user acquisition