About Toby
Storyteller. Strategist. System Builder.
As Director of Marketing with decades of experience in B2B marketing, I help SaaS companies transform complex products into compelling stories that resonate with their target audience and drive measurable results.
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My Philosophy
How do you tell a compelling story that speaks to the desires, whims, and fears of the listener? This question has guided my career in marketing and defines my approach to content strategy.
My goal is to inspire marketing teams to find meaningful answers and build smart systems that share these stories effectively. I’m passionate about helping B2B SaaS companies transition from focusing solely on features and functionality to leading with insight and addressing the important problems their customers face.
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My Experience
My journey has equipped me with a unique perspective on what drives successful marketing in the B2B SaaS space:
- As Director of Marketing at KPA, I managed a communications team that executes predictable, effective content strategies that improve customer engagement.
- Previously, I led marketing teams at Compli and WebMD Health Services, where I developed inbound marketing strategies and guided the business-to-business and business-to-consumer marketing efforts.
- My background includes extensive experience in cloud computing and educational software marketing, having built marketing infrastructure for lead generation and implemented comprehensive online marketing strategies.
My Approach to Content Strategy
I believe in the power of narrative to help people understand complex ideas.
Instead of overwhelming prospects with technical details, I focus on:
Many clients start with a messaging framework, then move on to content strategy and creation. Working together across these services creates a consistent approach that drives better results.
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Outside of Marketing
When I’m not helping B2B SaaS companies refine their messaging, I’m actively involved in my community. As a founding member of the Hillsdale Farmer’s Market, I helped create this now-thriving marketplace through grassroots efforts and led the marketing team during its initial launch.
My garden looks phenomenal, and I’m always on the lookout for the best cookie recipe.