Setting Up a Marketing Department from the Ground Up: StepWise Inc.

Background:
I joined StepWise Inc. during its initial stages after the acquisition of two subsidiary companies, Zalego Academy (ICT Training) and Daproim Africa (BPO), while also building a SaaS division. The mission of StepWise was to leverage technology to promote inclusivity and accessibility for underrepresented and vulnerable groups—women, youth, and persons with disabilities (PWDs)

Step 1: Synergy between Sales and Execution Teams
The first priority was to ensure seamless synergy between the sales and execution teams. This involved:

• Conducting cross-functional workshops to align goals and strategies.
• Establishing clear communication channels and protocols.
• Implementing collaborative tools to streamline processes and improve efficiency.

Step 2: Marketing Audit
A comprehensive audit of the existing marketing efforts was conducted, focusing on:

• Analyzing current marketing strategies, channels, and tools.
• Identifying strengths, weaknesses, opportunities, and threats (SWOT analysis).
• Benchmarking against industry standards and competitors.

"Remembering Becky Mwaniki, a remarkable ICT specialist and beloved member of the StepWise family. Despite living with a disability, Becky's expertise and dedication shone brightly, inspiring us all with her resilience and technical prowess. Her legacy continues to remind us of the power of determination and inclusivity in the tech industry.

Step 3: Identifying Key KPIs
Key Performance Indicators (KPIs) were identified to track and measure success, focusing on:

• Brand awareness and perception.
• Lead generation and conversion rates for both B2B and B2C segments.
• Customer acquisition cost (CAC) and lifetime value (LTV).

Step 4: Budget and ROI Analysis
A detailed budget was developed, ensuring alignment with strategic goals and maximizing ROI:

• Allocating resources effectively across different marketing channels.
• Implementing performance-based budgeting to prioritize high-impact activities.
• Regularly reviewing and adjusting budgets based on performance data.

Step 5: Brand Identity and Story
Developing a strong brand identity and compelling brand story was crucial:

• Crafting a narrative that resonated with our mission of inclusivity and accessibility.
• Designing a visual identity that reflected our values and appealed to our target audience.
• Creating consistent and engaging marketing collateral, including brochures, presentations, and digital content.

Step 6: Building Out Websites
Developed and launched websites for StepWise overall, Zalego Academy, and Daproim Africa:

• Created user-friendly interfaces and optimized for SEO to drive traffic.
• Integrated tools for tracking and analyzing user engagement.

Step 7: Building a Team - Critical Roles in Marketing
Building a high-performing marketing team was essential to executing the strategy effectively:

• Conducted market research to identify target audiences and trends.
• Recruited and onboarded talent for critical roles, including market research specialists, creative designers, and digital marketing experts.
• Implemented an innovative approach where Zalego digital marketing lecturers doubled as staff members, enhancing knowledge transfer and operational synergy.
• Established target-based sales strategies for the telemarketing team to optimize lead generation and conversion.
• Instituted daily catch-up meetings, weekly cadences, and detailed reporting to ensure alignment and track progress across the team.

Step 8: Developing eCurriculum and Customer Acquisition Journey for Zalego Academy
Designed a comprehensive eCurriculum and established a customer acquisition journey:

• Developed digital learning materials and an online learning platform.
• Implemented student enrollment strategies involving university activations, open days, and free introductory courses to attract potential students.
• Conducted workshops, webinars, and partnerships with educational institutions to increase awareness and enrollment.

Step 9: Account-Based Marketing (ABM) for B2B
Implemented ABM strategies to target high-value B2B clients:

• Created personalized marketing campaigns tailored to specific business needs.
• Engaged with key decision-makers through targeted content and outreach.
• Achieved significant engagement and closed several high-value contracts.

Step 10: Targeted Marketing Implementation Across Diverse Regions
Led a team to implement targeted marketing across East Africa, Southern Africa, and the US:

• Conducted market research to understand regional needs and preferences.
• Developed and executed localized marketing campaigns to drive revenue growth and market expansion.

Step 11: Partnerships and Co-Marketing Initiatives
Established partnerships and co-marketing initiatives to broaden reach and impact:

• Collaborated with Benetech and the Ministry of ICT in Kenya, and the National Council for Persons with Disabilities (NCPWD) to promote ICT training and employment opportunities for PWDs.
• Partnered with higher learning institutions and secondary schools to maintain a continuous student pipeline for Zalego Academy, ensuring ongoing enrollment and participation.

Step 12: Marketing Practices
Utilized dynamic marketing practices to engage and inform stakeholders:

• Launched energetic video podcasts and campaigns on platforms like YouTube and LinkedIn to tell compelling stories.
• Leveraged employee and customer testimonials to build trust and credibility.
• Implemented visual storytelling strategies to enhance brand visibility and engagement.

Making an Impact Campaign Promo

Results:

• Successfully launched cohesive marketing campaigns that significantly boosted brand recognition.
• Increased lead generation by 150% and improved conversion rates by 75% in the first year.
• Achieved a strong ROI on marketing spend, contributing to the overall growth and success of StepWise Inc. in 2021
• Developed and launched engaging and informative websites for StepWise, Zalego Academy, and Daproim Africa.
• Enhanced customer acquisition journey for Zalego Academy, resulting in increased student enrollments.
• Successfully implemented ABM strategies that secured high-value B2B contracts.
• Drove revenue growth and market expansion across East Africa, Southern Africa, and the US.
• Partnered with AWS to provide ICT training, enhancing digital skills for underserved communities.
• Revamped the company's positioning on inclusivity and diversity, strengthening our brand and mission.
• Built a high-performing marketing team that executed innovative strategies and achieved significant results.

Navigating economic challenges, the company faced significant hurdles:

Despite struggling with economic constraints, we adapted our marketing strategies to maintain cost-efficiency while ensuring effectiveness. We relied on digital platforms and automation to streamline operations and lower overhead costs. To appeal to budget-conscious clients and customers, we enhanced our value propositions. We closely monitored market trends and promptly adjusted our strategies to sustain growth and competitiveness.