Evan Promise Chukwubueze
B2B & SaaS Growth Marketing Portfolio
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Overview
This document highlights selected B2B and SaaS growth work across fintech and healthtech, with a clear focus on toolstack, execution, and measurable outcomes. The emphasis here is not creative storytelling, but how strategy was translated into systems, campaigns, and revenue growth.
The two core case studies below reflect how I approach acquisition, activation, retention, and monetisation in real operating environments.
Case Study 1: Beacons Agency
Clients:
SimlessPay & TetradPay (Fintech)
Market:
Diaspora remittance (UK–Nigeria, EU–Africa)
Model:
B2C fintech platforms
Role:
Marketing & Communications Lead / Growth Marketing
Context
Beacons managed growth and marketing for two remittance platforms owned by the same parent company. While the products were B2C, the work required strong SaaS-style lifecycle thinking due to repeat usage, trust, and retention being core revenue drivers.
My focus was on lifecycle marketing, CRM, product usage insights, messaging, and growth systems rather than heavy paid acquisition.
Objectives
Increase active usage and repeat transactions
Improve retention and lifecycle engagement
Build scalable messaging systems across email and in-app channels
Support brand growth without heavy ad spend
Tool Stack
Analytics & Product Usage:
Mixpanel, AppRadar
CRM & Lifecycle:
Systeme.io
In-app Messaging:
Netlify integrations
Social & Community:
Twitter, LinkedIn, Instagram, TikTok
Reporting & Ops:
Google Sheets, internal dashboards
Key Actions
01
Designed and executed lifecycle messaging flows across onboarding, activation, and retention stages
02
Used Mixpanel data to identify drop-off points, high-usage features, and churn risks
03
Built weekly email and in-app messaging cadence tied to usage behaviour and cultural moments
04
Structured messaging around emotional triggers like family support, saving, and consistency of sending
05
Ran referral-driven growth campaigns supported by in-app prompts and email nudges
Results
90,000+
User Base Growth
from 50,000 to over 90,000 within four months
600,000+
App Installs
across campaigns
Drove growth primarily through lifecycle messaging, referrals, and community engagement. Achieved growth without sustained paid advertising.
What This Demonstrates
Strong grasp of SaaS-style lifecycle marketing
Ability to work with imperfect tools and still deliver outcomes
Data-informed decision making tied directly to messaging and execution
Case Study 2: KompleteCare (Healthtech SaaS)
Market:
Healthcare providers (B2B)
Model:
SaaS platform for clinics and health organisations
Role:
Growth & Product Marketing (B2B focus)
Context
KompleteCare’s strongest growth opportunity was on the B2B side, selling into clinics, hospitals, and health organisations. The challenge was acquiring decision-makers, educating them, and converting them into paying users in a long sales cycle environment.
Objectives
Acquire qualified B2B leads
Educate stakeholders on product value
Convert pilots into paid subscriptions
Drive referrals within healthcare networks
Tool Stack
Lead Generation:
Google Ads, LinkedIn Ads
Outbound & Prospecting:
LinkedIn Sales Navigator, Apollo
Email & Automation:
SendGrid
CRM & Tracking:
Internal CRM, Google Sheets
Sales Enablement:
Slide decks, onboarding docs, training materials
Key Actions
01
Created gated lead magnets tailored to healthcare decision-makers
02
Ran targeted Google and LinkedIn ad campaigns to promote these assets
03
Captured contact details of stakeholders who engaged with content
04
Conducted direct follow-up via calls and emails
05
Led onboarding and product training for client teams
06
Offered trial usage followed by structured conversion to paid plans
07
Introduced referral incentives to encourage network-driven expansion
Results
600%
B2B Adoption
Increased by over 600 percent
300%
B2C Usage
Increased by over 300 percent
Converted pilots into long-term paying customers. Drove consistent inbound referrals from existing clients.
What This Demonstrates
End-to-end ownership of B2B SaaS growth
Comfort working across marketing, sales, and onboarding
Strong understanding of stakeholder-driven buying processes
Core Strengths Across Both Roles
SaaS growth thinking across acquisition, activation, retention, and monetisation
Strong tool literacy across analytics, CRM, outbound, and paid channels
Ability to translate data into clear execution
Comfortable owning growth from first touch to revenue
Experience working in fast-moving, imperfect environments
Closing Note
These case studies represent how I work in practice. I focus less on theory and more on building systems that move users from awareness to adoption and retention, using the tools and constraints available.
I am happy to walk through any part of this portfolio in detail and answer questions around decisions, trade-offs, or execution.
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