Morgan Schofield

While at Ladder growth agency, I led a team of designers, developers and strategists to thrive in the uncertainty of blockchain and fin-tech marketing. We discovered and innovated smart methods to 'hack' growth in an industry rejected by common advertising channels (see: Google & Facebook crypto ad bans) We implemented new tools like Blockspring (also a client of mine) to allow us shortcuts to the targeting data we required.

I've created and executed full-funnel strategy plans as a junior analyst up to senior manager. I've designed company processes for successful +ve ROI PPC campaigns scaling & optimization. I've worked with small-budget lean startups, to $100k+/mo corporate organisations, spending $10MM+ in my career so far across Facebook, Google, LinkedIn, Microsoft, Twitter, Reddit, Quora, Apple Ads, Snapchat, BuySellAds and more.

I have worked with the strategizer 'business model canvas' and 'value proposition canvas' for many years, including for my own e-commerce business. I love working with a lean methodology to ensure any growth strategy I build is targeting the right areas for growth and starts as small experiments scaling into larger tests. As well as regularly applying 80:20 principle to prioritise. I love the work of Jim Collins, Clayton Christensen and Steve Blank.

I've adopted numerous MarketingTech tools and worked in multiple configurations across 40+ client's companies. I've seen enough technology stacks and the issues with them to be able to help give some guidance in the majority of scenarios.

I've used Activecampaign much like Mailchimp, Klaviyo and Pardot. To manage, automate and target CRM emails, newsletters and behavioural prompts for activation, retention and referrals. A great MarTech tool and easy to use with other tools.

Google Ads is one of the staples of paid marketing and taps into a multitude of formats and ad networks. I built Salad's Google Ads account from <$1k/mo to $100k+/mo in 3 months, while maintaining a very profitable LTV:CAC. Over my career so far, I've spent in excess of $6mm across 40+ clients. I'm proficient at kickstarting, optimising and scaling. I can help you audit and benchmark your current activity and develop a strategy to optimise the ROI of this channel amongst your marketing stack.

Ahrefs is my SEO tool of choice and I love that you can trial for a 7-day period without paying for a full month (usually I'm performing 1-of audits or checking benchmark data for SEO research). I use it primarily for keyword research alongside other tools and find it's data most reliable. It's great for linkbuilding too and targeting partner publications. I use alongside SEMrush, spyfu and other analytics tools

I LOVE Asana! I am an Asana power user and manage my personal and professional life using this tool. Since I was in engineering school I learnt the power of gantt charts and critical path analysis. Combined with a 'effective executive' mindset and 80:20 principle, you can become super productive in shorter amounts of time. I even onboarded my girlfriend - she loves it too!

I've used Buffer personally and professionally to manage organic posts and schedule content for well-coordinated release. I've also used Hootsuite and other social media management tools. We can discuss how you're currently using tools like this and how to scale beyond organic posts

This is one of my favourite 'rare gem' channels. I developed a strong relationship with the BSA team while scaling crypto company clients during the ICO rush. For targeting highly educated designers, developers and marketers, this channel proved its ROAS achieving <$0.05 cost per click and 6% CTR (a rarety in display advertising)

I've scaled Facebook campaigns from $1k up to $300k monthly budgets and seen huge ROI for 40+ clients using this advertising channel. I've spent upwards of $3MM across my clients and have been featured on Ladder's blog (http://bit.ly/31IeI2u) for a campaign that returned a 300% ROI, 11% CTR and 10/10 creative relevancy score. Let's discuss your Facebook ads strategy and how to grow this channel amongst your marketing stack

The backbone of any marketing suite. Google Analytics is probably the best 'free' web data tool out there. I've worked with 40+ clients, all with GA installed to some degree.

Aka. Google Optimize, a powerful and 'free' tool for A/B/n tests. Easy to setup through GTM and easy for non-coders to create experiments and use other CRO tools. I can help you set up your experiments and target conversion rate optimisations on your pages.

I've used Google Data Studio since Ladder migrated all our clients across for ease of reporting setup and dashboard readability. I love creating dashboards that call out the most important metrics, especially when speaking to high, C-level stakeholders about the growth of their company and what steps are next. I can help you connect your data sources and setup reporting.

I've used Google Tag Manager with 40+ clients, I am competent at basic event tracking setups and working with developers for more advanced needs. I have used custom JS and HTML tags for full-funnel tracking.

I love Heap for quick semantic search on data that would take longer to build a dashboard in Data Studio/ reporting software or go digging in GA. I'm continuing to use and test this tool for myself over the coming months.

I've used Hootsuite personally and professionally to manage organic posts and schedule content for well-coordinated release. I've also used Buffer and other social media management tools. We can discuss how you're currently using tools like this and how to scale beyond organic posts

I've used Hotjar as my go-to for click tracking, heatmaps and user journey recording. Hotjar can provide very useful insights and enables you to visually view people's cursor movements as they navigate your freshly built pages.

I have worked in depth with HubSpot to manage new sales leads (SQLs) and client retention while at Ladder growth agency. We were getting 300+ leads a month through inbound marketing, and I'm familiar with the various workflows needed to integrate HubSpot with other services, including attributing marketing for the full funnel. I used hubspot to manage investor leads and partnership opportunities at Reality Gaming and I now use the marketing and sales packages at IOHK.

Intercom is a great tool for customer engagement and chat bots. Its super easy to deal directly with customer requests and funnel them to the answers they're looking for. In the blockchain space where there's a large technical barrier to entry, its a great tool for helping prospects understand your value proposition and follow up with them after a request.

JIRA is a problem child, but once given the right attention and setup, can be the perfect partner to the agile process. If you dislike it as much as I do, book a call and let's compare complaints ;-)

I've used keyword tools like this, Google keyword planner, keywords everywhere and answerthepublic to dig deeper into paid search and SEO keywords when creating content strategy to target relevant user segments. I can help you discover new keywords to target or exclude any that aren't giving meaningful ROI

LinkedIn advertising is great for B2B targeted campaigns, I've used Inmail ads for effective targeting of technical expertise and onboarding developers to blockchain projects. Can be very expensive if you're not optimising properly. Reach out to discuss strategy with this channel

I've used Mailchimp as a primary email marketing tool for newsletters and behavioural emails. I've used integrations with other CRM tools to automate and increase customer retention and referrals. Mailchimp makes automation and A/B/n split testing really easy.

I use Mixpanel in-depth with Salad to build BI dashboards, cohorts and marketing vs product data. Mixpanel is great for tracking funnel split tests and reporting on full funnel performance. Recently, they announced they're sunsetting their email tool, but it was good while it lasted.

Moz is a great SEO tool, I use primarily for keyword research and auditing sites market data. Another tool useful for backlink analysis. I use alongside SEMrush, spyfu and other analytics tools.

I've used Pardot in conjunction with Salesforce to automate CRM email flows and test retention and reactivation. Excellent for B2B sales and ensuring you're getting past gatekeepers.

I first used quora to find LSI long-tail keywords that would prove themselves in small scale tests that could be tested in parallel with Google Search ads. For clients where there's a lot of FAQs, this is a great tool to tap into a specific audience. Now they have image ads too, it's worth testing!

I've used Salesforce as a CRM and outbound sales tool. When combined with Pardot this is a powerhouse of customer information and great for tracking MQL, SQLs and performing automated tests

I have used Segment many times for multiple clients in spaces like fin-tech, gambling/gaming and blockchain. I've used it mostly when a client is mobile-centric

SEMrush is another awesome SEO tool and most features are free (usually I'm performing 1-of audits or checking benchmark data for SEO research). I use it primarily for keyword research alongside other tools and find it's data most reliable. It's great for linkbuilding too and targeting partner publications. I use alongside Ahrefs, spyfu and other analytics tools

Similar to Asana but, in my opinion, not as good. You're a little limited to the kanban board layout and to perform deeper task analysis usually requires 3rd party tools. I prefer Asana. Link with smart home automation to track tasks around the home.

I have used Twitter pretty regularly as an ads platform since working at Ladder growth agency. In the crypto ICO days, it proved itself a better source of traffic with more volume than Facebook. Worth testing and building a strategy for!

I've worked in depth with Unbounce and its a favourite of the designer and developer teams I worked with while at Ladder. Unbounce makes it really easy to tweak landing page tests and launch A/B/n tests on conversion optimisations. I can help you design CRO strategy and set up tests that will target drop-off points in your funnel

VWO is excellent for performing meaningful A/B/n tests that are statistically significant and I've used it to optimise clients landing pages. I saw one real-estate client test the positioning of their call-to-action that produced a 15% increase in MQLs. I've also used Unbounce, Optimisly and Leadpages to perform similar tests.

Zapier is great for connecting tools and APIs that don't have native integrations. I've used zapier for connecting tasks in Asana to strategy plans in Airtable and connecting IFTTT to fire events when conditions are met. I can help you set Zapier up and ensure you're thinking about automating processes.