Aberdeen Group – Driving Digital Transformation and 5X Revenue Growth
The Business Challenge
Aberdeen, a traditional B2B analyst firm, relied on static, manual services and was losing traction to more agile, digital-first competitors.
The Opportunity
Transform the company’s service model and marketing function into a scalable, digital revenue engine, creating new product offerings and marketing automation capabilities.
What I Did
Productized and Repackaged Services: Transformed six existing research offerings into scalable, digital marketing products.
Modernized Martech Stack: Introduced automation and intent-based marketing tools to drive inbound lead capture and delivery workflows.
Scaled Demand Generation: Built programs that expanded reach and grew an end-user community while aligning closely with sales.
The Results
Revenue Growth from $5M to $28M: 5X increase through new product and marketing strategy.
180% End-User Community Growth: Boosted audience size and engagement across vertical markets.
Became a Standard in B2B Research Marketing: Positioned the firm as a go-to demand gen and content partner for the Fortune 500.
Why It Mattered
The transformation reestablished Aberdeen as a digital-era leader in analyst services, supporting its eventual acquisition and creating lasting value across verticals.
“David is an exceptional marketer capable of rolling up his sleeves to get the job done as well as stepping back and thinking about how to direct the business strategically. He was instrumental at Aberdeen in introducing social media marketing and finding the balance between push and pull programs to build readership, opt in membership, and general site traffic. His can do attitude, broad understanding of the business, and marketing aptitude made him a critical asset and partner to the organization.”
Steve Gold
CMO Spark Cognition
Former President, Aberdeen Group
