Ken Steven is a busy marketing consultant who joined Boardroom Metrics to even out the peaks and valleys in his consulting business. Now, Ken is one of Boardroom Metrics' most successful consultants.

1.
BOARDROOM
METRICS
SUCCESS
STORY
Ken
Steven
–
Marketing
Consulting
Ken
Steven
is
an
experienced
marketing
and
advertising
executive.
He
started
his
career
in
brand
management
with
two
well-­‐known
Canadian
consumer
packaged
goods
companies
and
rose
to
senior
leadership
positions
in
internationally-­‐based
advertising
agencies.
Ken
already
had
his
own
consulting
business
when
he
joined
Boardroom
Metrics
in
2011.
Seeking
to
even
out
the
peaks
and
valleys
in
his
business,
Ken’s
hope
was
that
Boardroom
Metrics
might
provide
new
clients
for
him
to
consult
to.
Happily
for
Ken,
his
hopes
were
fulfilled
quickly
when
Boardroom
Metrics
introduced
him
to
a
Bay
Street
investment
advisor/group
interested
in
using
social
media
to
attract
clients
to
their
burgeoning
ETF
practice.
The
senior
advisor
in
the
group
reached
out
to
Boardroom
Metrics
management
after
becoming
aware
of
and
interested
in
how
Boardroom
Metrics
had
built
its
own
highly
visible
on-­‐line
presence.
Up
first
was
the
company’s
website.
Using
information
and
introductions
provided
by
the
client
as
well
as
his
own
research,
Ken
developed
in-­‐depth
personas
of
the
high-­‐end
investors
his
client
was
hoping
to
attract.
These
personas
formed
the
basis
for
understanding
the
ETF
purchase
process
and
the
role
of
the
website
and
other
social
media
in
fulfilling
potential
client
needs
at
different
stages
of
the
process.
Through
this
research,
Ken
helped
his
client
confront
long-­‐held
views
of
investment
clients,
their
needs
and
how
they
should
be
marketed
to.
As
a
result,
Ken
convinced
the
client
to
adopt
a
name-­‐change
in
order
to
improve
the
Company’s
strategic
positioning.
With
a
strategy
and
plan
in
place,
Ken
lead
the
development
of
the
group’s
new
website,
working
in
conjunction
with
Boardroom
Metric’s
own
website
technical
development
expert.
This
new
website
attracted
and
funneled
investors
based
on
their
personas
and
phase
in
the
purchase
process
to
different
information
and
hands-­‐on
assistance
to
help
them
make
their
purchase
decision.
With
the
website
nearing
completion,
Ken
then
turned
to
another
of
Boardroom
Metrics’
experts
–
this
time
for
development
and
implementation
of
a
social
media
awareness
strategy
using
Twitter
and
LinkedIn.
Key
goals
of
this
phase
included
rapidly
building
on-­‐line
presence,
driving
traffic
to
the
website
–
and
teaching
key

2.
members
of
the
investment
advisory
management
group
how
to
use
Twitter
and
LinkedIn
to
get
their
message
out.
Today,
the
group
has
over
5,000
followers
on
Twitter
and
is
a
highly
visible
influencer
on
LinkedIn.
Ken’s
next
project
followed
directly
from
the
first
with
a
referral
from
the
investment
client
to
another
Bay
Street
advisory
firm.
Following
almost
the
exact
same
approach,
Ken
helped
the
Company
rebuild
their
website
based
on
personas
and
search
engine
optimization
best-­‐practices
to
attract
new
clientele.
Working
with
the
same
internal
Boardroom
Metrics
experts,
Ken
and
others
at
Boardroom
Metrics
taught
the
client
how
to
use
social
media
to
support
traffic
to
the
website.
In
total,
the
project
took
over
a
year
to
complete.
Since
then
Ken
has
been
engaged
on
several
Boardroom
Metrics
client
projects,
providing
expertise
on
marketing
strategy
and
the
use
of
inbound
and
outbound
marketing
techniques
to
build
awareness
and
sales.
Ken’s
most
recent
project
is
with
a
long-­‐standing
private
software
company.
The
client
came
to
Boardroom
Metrics
as
a
referral
from
one
of
the
Big
4
accounting
firms.
Ken
and
Boardroom
Metrics
management
are
working
with
the
client’s
owners
on
strategic
positioning
of
the
Company.
Based
on
market
research
including
customer
and
target
customer
interviews
Ken
is
leading
the
development
and
execution
of
the
Company’s
marketing
messaging
that
will
take
place
on
the
website,
through
the
sales
and
other
customer-­‐facing
channels.
Ken
will
again
work
with
other
experts
on
the
Boardroom
Metrics
team
in
executing
this
project.
There
are
several
keys
behind
Ken’s
success
with
Boardroom
Metrics:
1. Ken’s
expertise
is
clearly
defined
and
he
is
good
at
what
he
does.
That
ensures
customer
satisfaction
and
leads
to
client
referrals.
2. Ken
collaborates
well
with
the
other
experts
on
the
Boardroom
Metrics
team.
This
enables
him
to
take
on
and
lead
projects
that
range
outside
of
his
specific
expertise
by
leveraging
the
expertise
of
others.
3. Leads
from
Boardroom
Metrics’
deep
network
–
both
on
the
client
side
and
from
other
professional
services
firms
helped
kick-­‐start
Ken’s
success
and
ensure
on-­‐going
engagement.
About
Boardroom
Metrics
The
workforce
is
rapidly
evolving.
A
growing
wave
of
work
is
now
being
handed
to
independent
experts
including
consultants,
contractors,
freelancers,
and
others.
In
the
future,
almost
everyone
will
work
for
themselves
at
some,
likely
substantial
point
in
their
careers.
Boardroom
Metrics
provides
programs
and
services
to
support
the
success
of
independent
experts.
Our
goal
is
to
reduce
the
stress
and
hassle
of
independent

3.
contracting,
enabling
our
members
to
focus
on
what
they
do
best.
Our
core
services
include:
• Marketing
• Social
Media
Awareness
and
Visibility
• Client
Leads
• Client
projects
• Training
• Team
members
with
additional
skills
• Networking
• Administrative
support
including
invoicing
and
collection
Contact
and
More
Information
If
you
are
an
independent
expert,
contractor
or
freelancer
and
would
like
to
better
understand
how
Boardroom
Metrics
might
enable
you
to
more
successful
give
us
a
call
at
416-­‐573-­‐9396
or
write
Karen
McElroy
at
kmcelroy@boardroommetrics.com