success stories

Heartland Payment Systems lacked an effective digital marketing strategy and the technological infrastructure to drive new business leads and create brand awareness.  Enter Dan Green.  Under Dan’s leadership, a top-down assessment of the current environment was conducted that included digital marketing strategy, online brand identity, demand generation, lead processing, technologies, and sales process.  Performance metrics were captured and used as baselines.  Salesforce.com was deployed as the centerpiece and used to drive marketing automation, email marketing, lead distribution, dashboard tracking and revenue attribution.

The platform was integrated with the corporate website, customer information databases and sales force enablement tools.  Within 9 months of deploying the program and technology, monthly digital lead flow increased 13 times, lead delivery speed to sales increased from as much as 8 hours to less than a minute, $6 million in new processing fees were captured and the digital marketing spend realized a 5X return-on-investment.

A new type of publishing was coming to market and Simple Truths needed a strong and scalable digital backbone to market directly to consumers.  With Dan Green's vision and leadership, Simple Truths would rapidly grow to be one of the most innovative and successful publishing brands in the world.  

Simple Truths became an innovator in viral marketing and was the first know publisher to monetize inspirational viral movies with product sales.  With this approach, the customer base rapidly grew to 300,000. Through intelligent, value-driven, digital marketing practices Dan launched Simple Truth's organic subscriber base from 0 to 900,000 email subscribers.  The social marketing impact was significant too, building an organic Facebook fanbase from 0 to 625,000 users.  Under Dan’s leadership and Mac Anderson’s creative genius, Simple Truths grew from $0 to $2.4M in year 1and to $8.6M in year 2 and ultimately $15M annually before being sold to a large publishing house in 2013.  Dan’s teams created over 3,000 creative centered marketing campaigns and sent 1.2 billion emails during his tenure

The digital marketing platform at Heartland Payment Systems was utilized to create a customer engagement initiative.  The company had never successfully utilized digital marketing to build brand loyalty, connect with customers and nurture those relationships. As a result, attrition across the portfolio was higher than necessary.  Dan’s team created targeted, content rich, email campaigns, online remarketing and enhanced monthly statements to connect with business owners. As a result, over twelve months, the attrition rate declined by two points;  preserving 9,000 relationships and securing $33 million in annual revenues.

Mac Anderson, the founder of then startup publisher, Simple Truths, required a partner to build out the company’s sales, marketing and operations to support an innovative B2C ecommerce go-to-market strategy.  Dan joined as the co-founder.  In that role, he was responsible for evaluating and implementing the technologies, business processes, digital marketing strategy, product delivery, recruiting and overall leadership for the business.  Salesforce.com was deployed as the centerpiece of the operation and integrated with the ecommerce platform, accounting, logistics, customer service and inside sales team.  This technological foundation would support the company’s growth for over eight years and resulted in $60 million in ecommerce transactions.  

Heartland Payment Systems had grown both organically and through acquisition.  As a result, there were many different brand identities and unique product sets under the corporate umbrella.  The CEO wanted to bring the brands together under one “Heartland”. A corporate wide brand initiative was launched in 2014.  Heartland Payment Systems was publicly traded with a $1.9 billion market capitalization.  Dan’s team was charged with rebranding the company’s online identity.  

An extensive overhaul of the brand identity led to new websites and the development of rich online content.  In collaboration with the CMO, Dan’s department set out on a mission to make Heartland famous.  The new brand campaign was launched in the summer of 2015 and utilized targeted search display, PPC, programmatic advertising, email marketing;  all under the leadership of Dan.  Over the course of 6 months, Heartland Payment Systems was transformed into Heartland. Over 500 million impressions were made targeted to small business owners, the investment community, educators, and HR professionals. In December of 2015, Heartland announced that it was being acquired by Global Payments at a valuation of $3.8 billion; $2 billion more than before the rebranding effort began.

THIRDHOME is a privately held and private, membership-based, luxury home exchange travel club. The company’s membership growth had grown stagnant in 2019 and then the 2020 pandemic substantially stalled growth.  The opportunity existed to engage with existing members to encourage them to participate in the club. Dan led the strategic reorganization of the sales and servicing operations into collaborative teams. Each team supported a dedicated book of members.  In this team approach, Sales would focus on proactive outreach and limited sales engagement, while Service would provide support to their assigned book of business. 

HubSpot was deployed as the centerpiece of the new strategy and Sales and Service team members were trained in their respective areas of need.  Dan utilized HubSpot to facilitate consistent and efficient engagement efforts by way of email, chat, text, and phone.  Workflows, sales processes, engagement tactics, KPI reporting, and management dashboards were developed to manage the new structure.  Over the course of 24 months the company would achieve profitability for the first time in its history and North America revenue goals were exceeded by an average of 114% per month in 19 out of 23 months.