Triax Technologies built SaaS and IoT solutions for industrial safety and operations, but the marketing system was not translating the product's value clearly enough for enterprise buyers. Messaging leaned heavily on technical IoT language, while the actual decision-makers (operations leads, safety officers, and executive stakeholders) needed clearer business outcomes.

Webinars were drawing only 11 attendees, sales momentum had slowed, and enterprise prospects including Hess and Shell were aware of the product but not progressing fast enough. Salesforce and Pardot workflows were not yet operating as a structured demand-generation engine.

Partnered with marketing and sales leadership to rebuild the content strategy around buyer clarity, not technical complexity. Rewrote messaging to translate SaaS and IoT capabilities into clearer business narratives for operational and executive stakeholders.

Implemented Salesforce and Pardot workflows to support automated outreach, email marketing, and campaign execution. Redesigned the webinar program with stronger content structure, tighter promotion, and clearer audience targeting. Managed two junior marketers supporting execution through Salesforce and social channels.

Webinar attendance grew from 11 to 35 to 55 attendees across three sessions, a 300% increase driven by stronger content, tighter format, and more targeted promotion. Hess and Shell advanced into late-stage enterprise sales conversations through clearer messaging and more relevant campaign content.

Within five months, Triax had a more usable messaging system, a working Salesforce/Pardot marketing automation foundation, and stronger content support for enterprise sales. The role ended when a new CEO arrived and laid off roughly one-third of the company across marketing, business development, sales, and HR.