In-house team Est. 2016
The Growth Team
Nutshell’s Growth Team is responsible for driving all inbound lead generation efforts at the company. Content marketing has long been one of our big levers for attracting website visitors, so we spend a lot of time drafting and designing blog content and downloadable resources, filming marketing videos, and producing virtual conferences and webinars.
We’re also responsible for updating and optimizing nutshell.com’s homepage, informational pages, and landing pages, making sure that visitors are efficiently funneled to our free trial or a newsletter signup. As the semi-official “creative services department” for Nutshell, the Growth Team’s other major areas of effort include:
- Producing images, animations, and copy for paid advertising campaigns
- Writing and designing all email marketing communications sent to our customers and subscribers
- Assisting the two salespeople on our team with the creation of sales cadences and other sales collateral
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Team Members (4)
(AS OF PUB. DATE: Nov/3/2021)
Ashanté Clemons
Product Marketing Specialist
On working in-house…
Benefits
Everyone on the team has worked at Nutshell for several years, which means we know the brand well enough to know what feels authentic and how far we can push the boundaries. Nutshell has changed so much in terms of product and culture over the years—a normal and necessary part of any company’s life-cycle—and it’s great to be part of the brand’s evolution.
Challenges
We are a small team with limited person-power; we often have to choose to focus on the projects that will benefit the company the most instead of chasing many different ideas. Without a lot of in-house talent like animators, illustrators and videographers, we rely on specialized outside talent. This creates a lot of project management and increases timelines.With our team mostly WFH during Covid, the shared ideas that come from collaborative, spontaneous in-person conversation has had to be recreated over Zoom. It’s not quite the same but we’ve been able to set aside time for jam sessions when needed.
On working with…
Others
We work with animators for product screenshots, videographers for shooting and editing marketing content and explainer videos, and a small number of freelance blog contributors. We also work with outside web developers for special, large-scale projects such as our migration from WordPress to Webflow. We collaborated with an outside agency for our rebrand in 2020. Since Fall 2020, we’ve relied on a part-time consultant to manage our investment in Google Ads, and are considering hiring for an in-house paid advertising role in the future.
Guidelines
We have a combined visual and writing guide to the brand since both are equally important and used across different teams. New team members are introduced to the brand guidelines during onboarding. Ours is kept as a webpage that’s easy to update and access.
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