DYL

Project Description

When I first met CEO Mike Frager over coffee, I wasn’t sure a B2B sales software company would be the most exciting place to apply my skills. But the more we talked, the more I saw opportunity and challenge. I soon joined as Director of Marketing, stepping into a critical moment for the company. Roughly 30% of customer contracts were about to expire, the website had minimal traffic, and lead generation was almost entirely reliant on word-of-mouth. I led the charge to redesign and rebuild the website from the ground up: fully responsive, SEO-optimized, and equipped with robust tracking, segmentation, and lead capture tools.

While development was underway, I rewrote all of the content, ditching buzzwords and jargon in favor of clear, benefit-driven language. Rather than focusing on features, we highlighted how DYL could solve real problems for real people. The results were immediate: lead generation increased 5x, monthly recurring revenue rose by 300%, and we secured our first placement on the INC5000 list. It couldn’t have happened without strong collaboration from the sales team, especially Kris Sharma, Nick Wood, and Jared Passin. Their hustle and follow-through helped turn marketing traction into measurable growth.