The Challenge

Forethought is a B2B SaaS startup offering an AI-powered answer recommendation tool for Customer Support teams. The team had just won TechCrunch Disrupt's prestigious startup competition and had completed their first enterprise sale to Mixpanel. The lean team of 6 consisted mainly of engineers and sales and were focused on improving the product and getting more pilots into the Sales pipeline. The team had little Marketing experience and needed someone who could own Marketing and be very self-directed.

The Process

As a contractor, I served as a full-service Marketer. My 360 Marketing responsibilities included:

1) Web design and relaunch

2) PR (covered by Crunchbase, TechCrunch, and Inc)

3) Partnership co-marketing (Front, employer branding, and VC investor) to increase website traffic and SEO

4) Email (on-boarding series for new customers)

5) SEO (domain authority increased from 27 to 35 in 6 months)

6) Setting up the marketing technologies

7) Hiring and managing design contractors and PR agency


Google Analytics
Google Search Console
Agency Management


Joy managed all Marketing at Forethought immediately after we had won TechCrunch Disrupt. Joy is smart, efficient, hard-working, and a self-starter. She was able to manage all of our press-releases, the redesign of our website, and multiple content and growth marketing initiatives. Joy is a delight to work with, adapts extremely quickly in a fast-paced startup environment, and taught me quite a lot. Not to mention, she did all of this while finishing her classes at Wharton!!!! Very much looking forward to working with her again in the future!
Deon Nicholas