Jon StojanThe mantra “data-driven” has become ubiquitous across corporate landscapes as the ultimate approach to decision-making and strategic planning. However, despite its widespread acclaim, the practical application and profound implications of being truly data-driven remain vague for many organizations. It’s within this context that Courtney Hurley and Kelly Evans, the co-founders of marketing consultancy, Screws + Stilettos, shine a spotlight on what it genuinely means to harness data in propelling marketing strategies from mere concepts to revenue-generating realities.
Co-founders of Screws + Stilettos, Kelly Evans (Left) and Courtney Hurley (Right)
© Provided by Kelly Evans and Courtney Hurley
Beginning on distinct yet complementary paths, Courtney and Kelly bring a wealth of knowledge and experience to the forefront of data-driven marketing with over 30 years of combined experience in the industry. Courtney began her journey with an educational background in marketing from Bentley University where she cultivated her foundational knowledge which she later enriched through her years of experiences in SEO, SEM, web design, and analytics. What sets Courtney apart as a marketer is her adaptability—her ability to evolve strategies to not just respond to but also anticipate the changing needs and behaviors of the market based on what the key performance metrics are indicating.
Kelly, on the other hand, carved a different path to becoming a data-driven marketer. Starting as a solopreneur, she leveraged her innate marketing acumen and a keen understanding of online development to grow her business to a staggering $5 million in revenue in just 3 years. This journey through the challenges and triumphs of scaling a business has given her a unique perspective on the digital marketing landscape, especially the intricacies of navigating growth for small and medium-sized enterprises.
At the core of Courtney and Kelly’s philosophy is the belief that data is not merely a tool for tracking past performance but a compass that guides every aspect of marketing strategy. This means looking beyond the numbers to understand the stories they tell about consumer behavior, market trends, and the effectiveness of different marketing channels. By doing so, businesses can tailor their marketing efforts more precisely, define and measure success more accurately, and continuously optimize their strategies to achieve the best possible outcomes for their business.
Their approach to data-driven marketing emphasizes the importance of agility and responsiveness. In a digital landscape characterized by rapid changes in consumer behavior and technological advancements, such as artificial intelligence, staying static is not an option. Courtney and Kelly advocate for the use of data to not just react to these changes but to anticipate them, allowing businesses to stay ahead of the curve and maintain a competitive edge.
This magnitude of data-driven marketing strategy is unfortunately not executed well when organizations outsource their marketing to conventional marketing agencies, especially in the long term. For many agencies, their incentives lie in quick results to justify their lofty monthly fees and in many instances, this comes at the cost of long-term growth.
“Market like a CMO”, Courtney and Kelly’s flagship program, was born from the shared frustrations imposed by the limitations of conventional marketing agencies on their clients. This innovative course is designed to empower businesses to harness their internal resources and insights, adopting a data-driven marketing strategy that is both dynamic and effective.
By learning to leverage data to inform every marketing decision, businesses can ensure that their marketing efforts are not only more targeted but also more cost-effective. This leads to increased conversions and ultimately a significant improvement in ROI. Through their consultancy and “Market like a CMO” program, Courtney and Kelly are filling this gap, providing businesses with the knowledge and tools they need to unlock the full potential of their data. Their journeys, both individually and as co-founders of Screws + Stilettos, illustrate the transformative impact that a deep, strategic engagement with data can have on marketing effectiveness and business growth.