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How Formation Marketing helped a workforce solutions company rebuild its B2B pipeline from scratch while driving new growth experimentation on the B2C side of the business
A leading workforce solutions company spanning both B2B staffing services and B2C job placement was heading into a critical rebuilding period. The company needed to reestablish its B2B go-to-market motion essentially from zero, while also finding new ways to grow its consumer-facing job placement business in the U.S.
Starting in November, Angela Lee, Founder of Formation Marketing, joined as the first growth marketer on the team, working closely with the SVP of Marketing. With little existing infrastructure or direction to build from, Angela took ownership of paid media, content, and growth experimentation across both sides of the business.
On the B2B side, Angela owned paid media strategy and execution, with LinkedIn as the primary channel for reaching the company’s target buyers. Her ownership went beyond strategy — she managed the LinkedIn and email platforms end to end and wrote all the copy herself, ensuring the messaging stayed consistent and on-strategy across every touchpoint. She also authored five in-depth guides for the business, content that, year-to-date, is generating more pipeline than any other asset on the team. Together, these efforts gave the company a functioning demand generation engine where one hadn't existed before.
Angela's scope extended beyond B2B as well. She supported the company’s B2C business by helping adapt an existing jobs platform based overseas for the U.S. market, and ran a steady stream of growth experiments across text, email, and paid media to find what would resonate with U.S. job seekers, building a test-and-learn foundation the team could keep building on as the platform scaled.
What set this engagement apart was the sheer ambiguity Angela had to work through. As the first growth marketer on staff, there was no existing playbook, team, or process to lean on, and priorities shifted constantly across both the B2B and B2C sides of the business. She had to define the strategy, prioritize the channels, and build the systems herself, juggling a high volume of concurrent experiments while still delivering pipeline-driving results within months. That ability to thrive amid constant change, rather than wait for clarity that wasn't coming, became one of the defining traits of the engagement.
According to the SVP of Marketing at the company:
"Angela came in as our first growth marketer with almost nothing to work from, and within months she'd built a real demand gen engine for our B2B business — LinkedIn, email, our guides, all of it. What stood out most was how she handled the ambiguity. Priorities were shifting constantly, on both the B2B and B2C side, and she never needed things spelled out for her. She just figured it out and kept moving. I'd work with her again in a heartbeat."
Angela's work at the company helped reestablish a B2B demand generation motion from scratch, with content assets that continue to be the team's top pipeline driver year-to-date, while also laying the groundwork for the company's B2C expansion into the U.S. Operating with minimal direction as the first growth marketer on the team, she built the systems and momentum that continue to shape the company's marketing strategy today.