Marketing Strategy for B2B SaaS Nonprofit Salesforce ISV and Consulting Solutions

Vera Solutions is a global B2B SaaS social enterprise and certified B Corp that delivers cloud program management, grant management, and impact measurement data solutions for the nonprofit and social sectors. The organisation was aiming to scale its operations and amplify its impact across five distinct global markets: Brazil, the US, the UK, Europe, and South Africa.

Measurable Outcomes

1. Revamped the website and modernised sales presentation templates

2. Delivered integrated marketing campaigns across web, social, email, events and partners

3. Grew LinkedIn audience and engagement with nonprofit sector decision-makers

4. Ran a seminar series attracting hundreds of attendees

5. Strengthened messaging and helped mature the organisation’s marketing function

The Context & Challenge

Historically, the marketing function at Vera Solutions operated in a reactive state. My core challenge was to mature this department, transforming it from an underperforming, reactive function into a disciplined, high-performance, data-driven revenue engine capable of accelerating global go-to-market execution and earning credibility with sales and executive leadership.

My Strategy & Execution

My approach merged strategic planning, automation, and people-first leadership, utilising John Doerr’s OKR framework to align Sales, Product, Customer Success, and executive leadership. To ensure maximum impact and efficiency, my strategy was anchored by the following core pillars:

• Targeted Global GTM & ABM: I designed an adaptive global Go-To-Market (GTM) and Account-Based Marketing (ABM) strategy. By deeply researching our target organisations (audiences) and distinct buyer personas (key job titles), I mapped out their specific pain points and desires. This allowed me to match our offerings directly to their unique needs.

• Collaborative Sales Enablement: This deep audience understanding fuelled highly collaborative, multi-channel outreach activities. By integrating sales, customer success, product, delivery, and marketing, we built a cohesive, unified revenue engine to drive SMB and enterprise adoption.

• Brand Evolution & Enablement: To elevate our market presence, I optimised our brand positioning, messaging, and a comprehensive content strategy. This included redesigning the website and creating modern master presentation templates. I supported the GTM strategy for launching a new product—introducing the first AI (Agentforce) App for nonprofits via a new Salesforce AppExchange listing—alongside the launch of two new service offerings (QuickStarts and Managed Services). To ensure consistent messaging, I built company-wide customer proof-point libraries and empowered a managee to present company-wide enablements to equip all internal teams for outreach and sales conversations.

• Global & Regional Event Strategy: I managed a robust portfolio of over 30 virtual and in-person events annually. This encompassed orchestrating global and regional events ranging from intimate executive round tables and partner seminars to global conference sponsorships. I also drove engagement through multiple online webinars, co-speaking engagements with clients, and initiated a global event series across the US, EU, EMEA, and Brazil.

• MarTech & Operational Overhaul: I scaled our technology stack by implementing Salesforce Sales Cloud and Pardot (MCAE) automation. This redefined our marketing processes, funnel management, lead scoring and grading, segmentation, and reporting infrastructure.

• Global Team Empowerment: At the heart of this transformation was building a high-performing, globally distributed marketing team. Working alongside HR, we built structured performance management and capability development frameworks to assess and development the marketing team.

Highlighed Outcomes & Metrics

Quantitative Metrics:

• Lead Generation: Drove a 930% increase in lead growth over two years.

• Opportunity Impact: Delivered an average of $6.2M marketing-sourced opportunities per year.

• Sales Contribution: Raised marketing-sourced contribution from 3% to 8% of total company sales.

• Campaign Success: Launched a new Managed Services offering that achieved $1M in sales within its first year.

• Return on Investment: Managed global marketing budgets to deliver a verifiable 19x ROI through organic marketing per year.

• Brand Reach: Grew the LinkedIn audience from 7,000 to 13,000 followers in two years.

Qualitative Metrics:

• Organizational Transformation: Successfully pivoted the marketing department from a historically reactive function into a disciplined, data-informed operation that provided C-suite and cross-functional advisory.

• Operational Scale: Successfully implemented Salesforce Sales Cloud and Pardot (Marketing Cloud Account Engagement) automation to overhaul lead scoring, segmentation, and funnel management.

• Partnership Elevation: Influenced partner management across the ecosystem, elevating Vera Solutions from a Crest to a top-tier Summit Partner.

• Product Innovation: Promoted and launched innovative solutions for the social sector, including introducing the first AI (Agentforce) App for nonprofits on the Salesforce AppExchange.

• Culture & Team Growth: Cultivated a psychologically safe, supportive, and stimulating environment that empowered junior staff to take ownership, rapidly learn, and expand their professional capacity.

Customer Testimonials

“Tonya really turned around our marketing efforts. Marketing at Vera is in a far better place than it was 3 years ago, thanks to her can-do attitude and leadership. From events and social media to email campaigns and content. She is always ready to dive into any task, never hesitates to get balls rolling, and has good knowledge of the Salesforce ecosystem. In addition to being a team player and contributor, Tonya is a mindful manager and an enjoyable person to work with. From representing us externally to presenting on all-hands calls, she always brought great energy and enthusiasm to her work, and someone who has made an impact on Vera, our team, and our clients.”

Zak Kaufman, Co-Founder and CEO

“Tonya is a true force of positivity and momentum, a firecracker who propels projects forward. She led the maturation of our marketing function—overseeing a website revamp, modernising our presentation templates, leading multiple campaigns to amplify our impact, and driving significant growth in our LinkedIn audience. She empowered her team to grow and take ownership, fostering confidence and collaboration.”

Katrina Seidel, VP Business Development

“Tonya has a magnetic personality that lights up any room. She was a beacon of stability and a leader we could always rely on, she cultivated a supportive and stimulating environment, where I made major leaps forward in the quality of my work and my self-confidence.”

Diego Goncalves, Marketing Co-ordinator.

Length of engagement: 2 years 9 months