Rand Simulation: Scaling Demand, Influence, and Revenue with an Integrated Marketing Engine
A formal case study of how Rand Simulation (a division of Rand Worldwide) became a top-performing Ansys partner by growing web traffic 12x, boosting inbound leads 285%, and lifting influenced opportunities 400%—with a 38% average close rate.
Rand Simulation — Driving Growth with Strategic Marketing Leadership
As Marketing Manager at Rand Worldwide, I led all marketing activities for Rand Simulation, focused on advanced Ansys engineering simulation software. In a highly technical, competitive landscape, I built and executed an integrated strategy across digital demand generation, content, webinars, influencer partnerships, account-based marketing, and sales enablement—while owning analytics, budgeting, and executive reporting.
What Success Looked Like
Market Leadership
Position Rand Simulation as a trusted authority in engineering simulation for managers and technical buyers.
Pipeline Growth
Drive qualified inbound through integrated campaigns and always-on digital programs.
Sales Alignment
Enable the field with dashboards, tools, and training to move deals faster in Salesforce.
Operational Rigor
Own budget, analytics, governance, and reporting to tie strategy to business outcomes.
Integrated Growth Engine
Digital & ABM
Scaled always-on PPC across LinkedIn, Google Ads, and 6sense ABM; layered in trade publication buys for coverage.
Content & Thought Leadership
Built a rigorous calendar with SME-driven blogs, whitepapers, and technical guides mapped to buyer pains.
Webinars & Influencers
Grew webinars from ~20 to 85+ registrants on average (top: 140, 70% attendance); launched a YouTube influencer partnership for reach.
Sales Enablement
Deployed account dashboards, customizable decks, and process improvements for follow-up speed and quality.
Ops & Governance
Built KPI models and board-ready reporting; managed budgets, compliance, and multi-month integrated campaigns.
Platform Excellence
Led a full CMS transition to WordPress; instituted Monday.com PM, analytics standards, and scalable content patterns.
Selected Program Highlights
| Program | Focus | Impact |
|---|---|---|
| PPC + ABM | LinkedIn, Google, 6sense, trade pubs | +285% inbound; +400% influenced opps |
| Webinar Series | Engineering managers & technical ICs | Avg. 85+ registrants; top 140 w/ 70% attendance |
| Content Engine | SME blogs, guides, solution pages | 12x traffic growth; 30K+ monthly pageviews |
| Sales Enablement | Dashboards, decks, training | Higher follow-up quality & velocity; ~38% win rate |
| Events | Annual company event (60+), trade shows | Strengthened pipeline and partner visibility |
Website transformation: from ~1,000 to 12,000 monthly visitors and 3–4K to 30K+ pageviews—paired with structured lead flow that created $2.6M in net-new pipeline in 10 months.
Phased Execution
Business Impact
Demand at Scale
Inbound leads up 285%; influenced opportunities up 400% with an average 38% close rate.
Revenue Momentum
$2.6M net-new pipeline in 10 months and ~$900K closed-won from marketing-sourced programs.
Partner Leadership
#1 leaderboard in three of six recent quarters; #2 Americas Marketing Partner of the Year (2023).
Operational Maturity
Budgeting, governance, analytics, and PM discipline that executives could rely on.
Let’s discuss a scalable, analytics-driven marketing program for your team.
