Drew Brosnan

Room II: the examination

Marketing that survived due diligence

Engagement
Net32.com
Role
Marketing Director
Period
2023 → 2024
Location
San Francisco, CA

Net32 is a B2B marketplace where dental practices buy supplies. I ran marketing through 33% annual revenue growth and a 26% lift in transaction volume on about $250K a month in ad spend. When Riverside Partners came to diligence the business, the marketing story held up, and the acquisition closed.

The landscape

Dentists are careful buyers, and a marketplace has to earn trust before it earns orders. Inside the business, measurement had not kept pace with spend: more than ten ad publishers reporting in separate silos, no marketing-mix model, and no unified view of impressions, clicks, and multi-touch journeys. Then venture investors arrived with questions that needed defensible answers.

The approach

Measurement came first. I built the company’s first marketing-mix model on ETL across more than ten publisher sources. Funnel.io and GA4 handled impression, click, and multi-touch attribution, with Fivetran and Snowflake feeding Sigma and an analytics-engineering RFP out for DOMO. Then demand: a trust-first brand campaign for dental professionals, verified-supplier messaging, video-first across YouTube, CTV on MNTN, Criteo, and Meta. Klaviyo and Attentive SMS carried lifecycle while we prepared for a customer data platform.

  • Built the company’s first marketing-mix model and the ETL behind it, unifying more than ten ad-publisher sources.
  • Presented marketing positioning and performance to the board and M&A teams during venture-capital due diligence; the acquisition by Riverside Partners closed.
  • Ran a verified-supplier brand campaign, video-first across YouTube, CTV on MNTN, Criteo, and Meta: brand share of voice up 22% in six months, measured by survey.
  • Grew lifecycle LTV 20% quarter over quarter for six months on Klaviyo and Attentive SMS.
  • Launched server-side Google Tag Manager, optimized a 50,000-product catalog across Google and Facebook, and moved project management from Monday.com to Jira on an agile kanban system.

The projects

  1. 01

    The first marketing-mix model

    Ten-plus publisher sources unified into one ETL pipeline and the company’s first marketing-mix model, with impression, click, and multi-touch attribution on top.

    • Designed the ETL across more than ten ad publishers, on Fivetran and Snowflake into Sigma.
    • Stood up attribution in Funnel.io and GA4 for both lifecycle and performance channels.
    • Ran the analytics-engineering RFP that put DOMO dashboards in front of the leadership team.
    • 10+ ad sources unified into one model and one pipeline
    • Funnel.io
    • GA4
    • Fivetran
    • Snowflake
    • Sigma
    1. Exhibit I The pipeline: publishers into Fivetran, Snowflake, and Sigma.
  2. 02

    Marketing in front of the M&A team

    When Riverside Partners diligenced the business, the marketing numbers were already load-bearing. I presented positioning and performance to the board and the deal team, and the acquisition closed.

    • Prepared the attribution, efficiency trend, and scalability story investors look for.
    • Presented to the board and M&A teams during the acquisition proceedings.
    • Acquired by Riverside Partners diligence I presented supported the deal
  3. 03

    A trust campaign for careful buyers

    Verified-supplier messaging, video-first across YouTube, CTV on MNTN, Criteo, and Meta, with brand lift measured by survey: share of voice up 22% in six months.

    • Positioned Net32 on verified suppliers and quality guarantees for dental professionals.
    • Launched MNTN CTV, Criteo display, and YouTube video alongside Meta.
    • Measured cross-channel brand lift with survey technology rather than clicks.
    • +22% brand share of voice in six months, measured by survey
    1. Exhibit II The video that led the campaign across YouTube and CTV.
  4. 04

    Lifecycle rebuilt on Klaviyo and Attentive

    A lifecycle program rebuilt with SMS added to email grew flow LTV 20% quarter over quarter for six months, while the groundwork for a customer data platform went in.

    • Integrated Attentive SMS with the Klaviyo program and added touchpoints through the journey.
    • Launched server-side Google Tag Manager for audience and attribution reporting that survives browser changes.
    • +20% QoQ lifecycle LTV sustained for six months
    • Klaviyo
    • Attentive
    • Server-side Google Tag Manager
  5. 05

    Feeds, agencies, and a kanban board

    A 50,000-product catalog optimized across Google Merchant Center and Facebook Catalog, new channel partners brought on, and the team moved from Monday.com to Jira on an agile kanban system.

    • Optimized the 50,000-product feed across Google and Facebook.
    • Onboarded an email agency, SMS, Criteo, and MNTN CTV as new channels.
    • Built the agile kanban priority system and migrated project tooling from Monday.com to Jira.
By the time diligence started, the numbers were already load-bearing.

The exhibits

  1. Exhibit III One slide from the diligence deck, numbers removed. Sanitized; confidential figures withheld.

The results

  • 33% annual revenue growth with transaction volume up 26%, on roughly $3M a year in ad spend
  • +22% brand share of voice in six months, measured by survey, after the verified-supplier campaign
  • +20% QoQ lifecycle LTV sustained for six months on Klaviyo and Attentive SMS
  • 10+ ad sources unified into the company’s first marketing-mix model and ETL pipeline
  • Acquired by Riverside Partners diligence I presented to the board and M&A teams supported the deal

The apparatus

  • Funnel.io
  • GA4
  • Server-side Google Tag Manager
  • Fivetran
  • Snowflake
  • Sigma
  • Klaviyo
  • Attentive

Sound like your problem? Get in touch.