In just six months, a full marketing foundation was established—brand identity, CRM and automation, press and outreach, and the first email campaigns—providing EXtrance with a scalable playbook for future growth.
EXtrance, Inc. – Establishing a Marketing Foundation in a Startup Environment
As Marketing Manager at EXtrance, Inc., I was tasked with building the company’s marketing function from the ground up.
In just six months, I launched the brand, implemented digital infrastructure, developed press releases, enabled the sales team, and rolled out
foundational campaigns—including the company’s first email marketing program—to support investor and partner outreach in the alternative investment space.
Establishing early credibility was critical. Press releases, email marketing, and sales enablement materials gave EXtrance the professional presence investors expected in a highly regulated market.
What We Set Out to Build
Professional Brand
Establish a trustworthy identity and presence that signals credibility to investors and partners.
Scalable Website
Launch a WordPress site to communicate offerings and host investor resources as the company grows.
CRM & Automation
Implement HubSpot for clean contact records, investor workflows, and engagement tracking.
Investor Collateral
Produce press releases, pitch decks, one-pagers, and whitepapers for fundraising conversations.
Email Marketing
Launch the first structured email sequences to nurture investors and partners over time.
Awareness & Credibility
Initiate digital campaigns and webinars to generate recognition and validation in the market.
Sales Enablement
Equip the team with customizable decks and one-pagers, plus training materials to streamline investor calls.
The Stack
| Component | Tool/Process | What It Enabled |
|---|---|---|
| Website | WordPress | Professional online presence and investor hub |
| CRM/Automation | HubSpot | Database, workflows, engagement tracking |
| Content | Pitch decks, press releases, one-pagers, whitepapers | Credibility and outreach support |
| Email Marketing | HubSpot Campaigns | First structured email sequences for investors/partners |
| Analytics | Google Analytics + HubSpot dashboards | Campaign + investor interest measurement |
| Design | Adobe Creative Suite, Canva | Branding and investor-facing materials |
| Outreach | Webinars, digital campaigns | Early awareness + credibility |
Highlights from Execution
Brand & Site Launch
Designed and launched the EXtrance brand identity and website, aligned to investor expectations.
HubSpot CRM
Built and configured CRM + automation to track investor interactions, with clean data hygiene.
Press & PR
Issued company press releases to build credibility with investors and media outlets.
Sales Enablement
Created pitch decks, one-pagers, and thought leadership content; trained team on usage and customization.
Email Programs
Launched EXtrance’s first email campaigns for investor outreach and nurturing sequences.
Digital & Webinars
Initiated targeted digital campaigns and investor webinars to drive early engagement and feedback.
Analytics & Reporting
Established dashboards in HubSpot/GA for leadership visibility and campaign optimization.
In six months, a full marketing foundation—brand, CRM/automation, PR, sales enablement, and email—was established. Even as the business ultimately ceased operations, the infrastructure became a scalable playbook for future growth.
Six-Month Rollout
Measured Outcomes
Foundation Built
Marketing foundation completed within a six-month window.
Credible Presence
Professional brand and website positioned EXtrance credibly in the market.
Investor Momentum
Press releases and email campaigns supported early fundraising conversations.
Sales Alignment
Enablement resources improved readiness and message consistency.
Scalable Playbook
CRM and analytics framework created a template for future growth—even post-closure.
Let’s connect about scalable, startup-ready marketing programs.
Simplifying Client IT Onboarding
A concise walkthrough of EXtrance’s client IT onboarding approach—aligning teams, reducing friction, and accelerating time-to-value for investors and partners.
EXtrance Brand Style Guide
The core brand system for consistent execution across web, decks, releases, and investor communications. Includes logo rules, palette, type scale, and layout guidance.
