Role: Product Marketing

COVID-19 forced clinical trials into remote and decentralized models almost overnight. Suvoda, a nimble RTSM provider, had a narrow window to become the name buyers associated with decentralized trials. I owned the product marketing strategy behind that push.

Problem

Suvoda’s eConsent and eCOA offerings were still being built out even as demand for them spiked, and competitors were moving just as fast to claim the same decentralized trials territory. The company needed to establish itself as the category’s authority before its own product had fully caught up to that positioning.

Solution

I built a key opinion leadership strategy that positioned Suvoda as the decentralized trials authority. That strategy was backed by ongoing competitor audits tracking messaging, content, and positioning shifts across a fast-moving market. I also built customer segmentation that mapped distinct offerings to the needs of clinical operations, supply management, and vendor management buyers, then designed persona-specific positioning for each. Off that positioning, I designed roadmap collateral for eCOA and eConsent, specifically built to show prospective buyers why choosing Suvoda was the winning ticket. That persona-driven positioning guided messaging across every channel.

Executing all of this required direct, ongoing collaboration with legal, product, services, sales, and executive stakeholders to keep messaging and roadmap collateral tethered to constant shifts. I also advised in-house design on graphics, led wireframing for the company website with an external designer, and managed the full initiative through a content calendar and collateral tracker in Jira.

Deliverables

  • Product marketing collateral: direct-to-patient shipment and decentralized trial capabilities
  • Case studies: client partnerships and complex clinical supply/operations challenges solved
  • LinkedIn ads and email sequence: geared towards oncology clinical operations personas
  • Sales enablement assets supporting cross-functional go-to-market execution
  • KOL webinars on decentralized clinical trials
  • Social copy: thought leadership on decentralization and diverse participant recruitment
  • Blogs: webinar recaps and trial best practices (SEO-optimized)
  • Product positioning: mapping pain points to features and competitive differentiation
  • Competitor audits: messaging, content, and positioning tracking across the market
  • Customer segmentation: clinical operations, supply management, and vendor management personas
  • Website wireframes and page specifications

Results

Thanks to my work, Suvoda has gained considerable market advantage and scaled in maturity and speed of its sales pipeline.

Growth in lead generation through demo inquiries from Suvoda’s website by 184% YoY from 2020 to 2021.

An average decrease in funnel time from marketing qualified lead (MQL) to signing of master service agreements by 3.4 months.

Increased brand awareness, noted by a 32% jump in branded search volume YoY.

A 19% jump in Net Promoter Score based on annual surveys sent to clients and partners.

Summary

I led product marketing strategy for Suvoda’s expansion into decentralized trial capabilities during COVID-19, including positioning, customer segmentation, competitive intelligence, and cross-functional sales enablement. The work drove 184% YoY growth in demo inquiries and cut MQL-to-signed-MSA time by 3.4 months.