Case study · ILS · Aviation marketplace
A demand engine, built from almost nothing.
Four campaigns built and executed in Marketo — for a team that had neither.
A powerful platform, a lean team, and an urgent need for leads.
ILS, a market-intelligence platform for the aviation-parts industry, inherited Marketo and had almost no marketing team to run it — just as a change in sales compensation made getting leads to sales urgent. Kyle Hamer built and executed four campaigns from scratch, creating the custom templates and assets the team had never had.
The situation.
A lean company with a powerful tool it couldn’t fully use. ILS had Marketo but almost no marketing team, no templates, and no customized assets — everything had to be built from zero. At the same time, the company was changing how its sales team was compensated, which made getting leads to sales urgent.
The mandate.
Stand up real campaigns in Marketo quickly, with the templates and infrastructure to make them repeatable — and do it lean.
The work.
- 1Build the foundation — custom Marketo templates and assets from scratch.
- 2Launch four campaigns — designed, built, and executed end to end.
- 3Make it repeatable — infrastructure the lean team could run without a specialist.
- 4Earn expansion — deliver enough that the CMO pulled the engagement wider.
The results
The results.
The campaigns launched and performed — the most recent drawing hundreds of views quickly, with customers asking for more. More telling than any single metric: the CMO began reaching out independently for help beyond the original scope, and the engagement expanded.
In their words
What the client said.
“They've become thought leaders and trusted resources.”
Why it transfers.
Marketo Certified Expertise applied to the real problem most lean teams have: a powerful platform and no one to operationalize it. This is the fractional model at its most practical — senior capability that builds the infrastructure and runs it.
FAQ
Common questions
ILS owned Marketo but had almost no marketing team — where did Kyle Hamer start?
With the foundation. ILS had Marketo, no templates, and no customized assets, so everything got built from zero — custom Marketo templates and assets first, then campaigns on top. Building the platform layer before launching anything is what made the campaigns repeatable afterward.
How many campaigns did Kyle Hamer build for ILS?
Four — designed, built, and executed end to end in Marketo. The most recent drew hundreds of views quickly, with customers asking for more. ILS is a market-intelligence platform for the aviation-parts industry, and the campaigns went from zero infrastructure to a running engine.
Why was getting leads to sales urgent at ILS?
The company was changing how its sales team was compensated. A comp change puts immediate pressure on lead flow — reps need pipeline to hit a new plan. That deadline shaped the engagement: build fast, launch real campaigns, and do it with a lean team.
Did the ILS engagement grow beyond its original scope?
Yes. The CMO began reaching out independently for help beyond the original scope, and the engagement expanded. That's the signal worth reading — more telling than any single campaign metric. The client's marketing manager told Clutch the team became trusted resources.
Could ILS's lean team keep the Marketo campaigns running afterward?
That was the point. The infrastructure was built so a lean team could run it without a specialist — templates and assets that make new campaigns repeatable rather than one-off builds. Kyle Hamer is a Marketo Certified Expert, so the platform work didn't need a second vendor.
Have the platform but not the team to run it?
Thirty minutes on your number and where the engine leaks.