DPL’s growth had plateaued after years of success as an early innovator in wireless ATM communications. Their strong reputation and word-of-mouth had fueled past expansion, but by 2016, they faced a mature market, rising competition, and slowing sales.
Challenge
After completing a bold rebrand with Razor Creative, DPL needed to modernize its go-to-market strategy, shifting from passive sales to a data-driven growth engine.
My Role
Brought on as a Content Marketing Specialist, I immediately implemented an inbound marketing strategy focused on lead generation, brand awareness, and measurable ROI.
Key Actions & Impact
Built scalable marketing infrastructure: Deployed HubSpot CRM and CMS, integrated with DPL’s ERP (Syspro), syncing customer and financial data for end-to-end visibility of the sales funnel.
Optimized the customer journey: Conducted a full CX audit and co-led the redesign of sales, onboarding, fulfillment, and post-sales processes—reducing friction and improving customer satisfaction scores.
Enabled sales performance: Developed sales enablement tools, automation workflows, and nurture campaigns to boost MQL-to-SQL conversion rates and accelerate the sales cycle
Expanded reach and engagement: Increased trade show presence from 2 to 10+ annually, launched targeted digital campaigns, and introduced a customer gifting program to drive retention and advocacy.
Customer-led innovation: Leveraged customer feedback and social insights to inform product enhancements, positioning, and messaging, strengthening DPL’s competitive edge.
“Jon's unique combination of strategic thinking and creativity were pivotal in helping reshape the trajectory of the organization.”
Marc Albert CEO, DPL
Results
Within two years, we reignited DPL’s growth trajectory—revitalizing brand perception, expanding market share, and rebuilding a predictable, scalable marketing and sales pipeline. My impact led to a promotion to Marketing Manager, where I continued driving data-backed growth initiatives.
Today, DPL continues to build on that momentum, recognized as a world-class leader in wireless connectivity solutions.
