Before RunLevel6, Matt spent three years as Digital Marketing & Experience Manager at Spidertracks, the New Zealand aviation safety company. The job was to build a proper marketing team and process, give sales better tools, and make sure customers had a good experience at every step.

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Client

Spidertracks, New Zealand, serving aviators worldwide

Sector

Aviation safety, hardware and software

Role

Digital Marketing & Experience Manager, full time

When

2018 to 2021, before RunLevel6

The brief

Spidertracks' mission is to make the aviation community a safer place to live and operate in. Its hardware and software let aviators track aircraft in near real time, communicate anywhere on the planet, and collect flight data to run a safer, more efficient operation.

Its customers were aviators and operators spread around the world, so most of the relationship happened online. The website, the CRM and the handoffs between marketing, sales and customer success all had to work together.

The role covered all of it: marketing, sales support and customer experience, with growth measured at every step.

Then in 2020 COVID hit, with a significant revenue impact across the aviation industry. Marketing had to keep earning its place when budgets were under the most pressure.

What we built

Matt spent three years across marketing, sales and customer success, building the systems that joined them up.

Rebuilt the website in Webflow

Matt rebuilt the site from the ground up, covering content, design, UX and SEO. It was built in Webflow so the marketing team could publish and change pages without waiting on developers.

Implemented HubSpot across three teams

He set up HubSpot Marketing, Sales and Service Pro, heavily customised to fit how Spidertracks sold to and supported its customers, so every team worked from the same customer record.

Drove growth with measurable digital marketing

He ran digital campaigns backed by data and ROI tracking, so spend went to the channels that produced customers and the rest was cut. That discipline mattered most once COVID arrived.

Joined up sales and customer success

He set up and refined the processes and tools used across marketing, sales and customer success, so leads, deals and support felt like one experience to the customer.

What changed.

Spidertracks came through COVID and went on to sell at a significant return for shareholders. It has since been merged into the Vellox Group.

HubSpot hubs implemented and customised: Marketing, Sales and Service

Website rebuilt from the ground up in Webflow

2020

COVID hits aviation, and every marketing dollar has to prove its return

Exit

Sold at a significant return for shareholders

Matt has been a key member of our Marketing function for the last three years. Matt was incredibly instrumental in mining value from our digital marketing assets and using this IP to drive the business forward.

Dave Blackwell, CEO, Spidertracks

Why it's here

This was in-house work, before RunLevel6 existed. It's where the Webflow and HubSpot side of what we do took shape: website, CRM and reporting built as one system that marketing, sales and customer success all work from.

It's also where we learned how to keep marketing accountable when a whole industry is under pressure. When the numbers are hard, measured marketing is the kind that survives.

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