About us
We are a B2B marketing firm for explosive growth. And we don’t follow a traditional agency model…
The landscape of B2B marketing is more complex than ever before - but nailing the tactics that will deliver for your business doesn’t have to be. With our expertise in navigating this intricate landscape, we can help you implement targeted strategies that drive results and elevate your brand. We’re dedicated to identifying what drives success in your business and scaling it to help support your growth aspirations.
At Flipside Group our philosophy centres on fueling your growth engine through people, processes and technology—so you can thrive on your own.
We aim to assist your business to be self-sufficient in the long term and provide support with change management and implementation until your business can hold its own when it comes to inbound marketing.
Meet The Team
Our passion and purpose is centred around growth.
Our approach is collaborative, transparent and results-oriented. We will work closely with your team to understand your unique challenges and opportunities. We are committed to driving growth through innovative solutions and a data-driven mindset, uncovering the true value of your marketing function.
Unsure if your current marketing plan is going to help you achieve your revenue and growth goals? Contact us today for a chat about how we can help.
Aimee Engelmann, Flipside Founder
About me
With 25 years in marketing, sales, and growth, I consult B2B businesses to enhance marketing outcomes and create scalable growth systems. Having built and sold three successful businesses, I leverage my experience in leading digital marketing teams and building successful businesses to maximise ROI for clients with revenues from $10 million to over $600 million. My qualifications allow me to diagnose barriers to growth and develop tailored solutions.
What I do
I specialise in developing strategies and solutions that enhance marketing results and create scalable growth systems. My customised approach for each client may include:
- Strategy development: collaboration with CEOs, founders, boards, investors and marketing teams to develop strategies that maximise ROI.
- Improving marketing results: enhancing marketing results through strategic insights and tailored solutions.
- Creating growth systems for scaling businesses: design of growth systems that enable businesses to scale effectively and sustainably.
- Strategic alignment of sales and marketing: alignment of sales and marketing through a seamless integration of people, processes and technology to exceed business objectives.
- Investment gap analysis: gap analysis to evaluate planned marketing and sales investments for optimal effectiveness and return on investment.
- Building marketing capability in-house: development of in-house marketing capabilities to empower teams and drive results.
- Diagnostic for identifying barriers to growth: conduct diagnostics to clearly identify and address barriers to growth.
Education, qualifications and awards
- Graduate of the Australian Institute of Company Directors, GAICD
- Bachelor’s Degree in Commerce
- Chief Marketing Officer of the Year 2022, Australian Marketing Institute
- Hubspot Partner Certified
- I have built and sold three businesses including a marketing agency, a Philippines-based outsourcing company and a skincare brand.
Proven success
- Revenue growth: Delivered $16 million in new business revenue by tripling lead volumes, reducing cost per acquisition by 41% and improving sales conversion, from prior FY result of $4 million.
- Built value into growth systems: Contributed to embedding growth systems into the sales and marketing strategy, leading to the group’s acquisition in late 2021 for $1.1 billion.
- Marketing and sales transformation: Introduced a system to measure and optimise cost per lead, cost per acquisition, lead volume, and sales conversion while implementing significant changes to marketing and sales systems for long-term value. Retained high- performing staff, managed stakeholders globally and contributed to the company winning the Australian National Growth Company Awards in 2021.
- Strategic demand generation: successfully created growth systems and aligned previously disconnected teams, resulting in hitting both top-line revenue goals and EBITDA targets for FY22.
Mark Engelmann, Managing Director
About me
My experience includes over a decade of driving marketing results and growth for businesses (including as Co-Founder of Beepo), as well as five years as a Business Analyst and Business Process Improvement Consultant on Enterprise level IT projects. This combination of Growth and BA experience allows me to comfortably work across systems and processes, technology, and people. My focus industries include outsourcing, recruitment, and professional services for businesses of all sizes from SME to Enterprise. I specialise in transforming sales, marketing and customer service functions into data-driven powerhouses, ensuring long-term growth and efficiency. Prior to solving business problems, I was a constable in the Queensland Police Service and a Gunner in the Australian Army.
What I do
I provide growth strategies, MarTech solutions and customisation, and marketing leadership tailored to the unique needs of each client. My focus areas include:
- Inbound marketing strategy: Developing data-driven marketing plans that create consistent lead generation and align with business objectives.
- Hubspot CRM implementation: Managing end-to-end Hubspot installations, training, and optimisation to streamline client marketing, sales, and service functions.
- Lead generation and sales enablement: Creating and executing inbound marketing systems designed to increase qualified leads and improve sales outcomes.
- Change management: Supporting businesses in the transition to scalable, efficient marketing processes through ongoing consultation and coaching.
- Content marketing: Designing content strategies that drive brand engagement, build authority, and deliver a steady stream of qualified leads.
- Performance analysis: Monitoring key marketing metrics to ensure alignment with growth objectives and demonstrate ROI on marketing efforts.
- Offshore resourcing: Building and managing offshore resourcing solutions to support local marketing teams, optimising ROI and ensuring seamless execution of marketing strategies.
- Operational excellence: Engaging with stakeholders at all levels to understand system and process challenges and provide solutions and create efficiencies.
- Service improvement: Utlising tools like Net Promoter Score and process analysis to identify improvement opportunities leading to enhanced turn around times and customer retention.
Education and Qualifications
- Masters of Business Administration, UQ
- Bachelor of Education/Bachelor of Arts, UQ
- Organisational Coaching Level 1 Certification, IECL
- Hubspot Solution Partner Certified
- Hubspot Marketing Software Certified
- Hubspot Inbound Marketing Certified
- Diploma of Public Safety (Policing), QPSA
- Cert III Security Operations, QPSA
Proven Success
- Hubspot CRM implementation for enterprise business with over 25,000 team members.
- Implementing change management strategies to ensure 100% user adoption of new tech.
- Assessment of multiple companies’ sales and marketing performance across multiple industries and geographic markets resulting in improvements in marketing ROI.
- Restructuring sales, marketing and service teams to improve ROI, retention and delivery.
- Provided sales and marketing coaching resulting in 19% increase in MoM sales results.
Helena Smith, Growth Consultant
About me
With over 17 years of experience I am a strategic marketer dedicated to helping businesses unlock their growth potential. My expertise spans various industries, from retail, property and publishing, to customer experience and outsourcing, across Australian, United Kingdom, European, US and Philippine markets. My broad experience has equipped me with a diverse skill set and a deep understanding of market dynamics and the strategic role marketing plays in business growth, which is so often overlooked.
What I do
I offer tailored marketing leadership solutions for organisations that need high-level strategy without the full-time commitment. My approach, bespoke to each individual client, may involve:
- Strategic marketing leadership: designing and executing integrated marketing strategies that align with business goals, accelerate revenue growth and elevate brand equity.
- Departmental budget and talent strategy: development of the marketing department’s talent and investment strategy and roadmap, ensuring strategic alignment to broader business growth objectives.
- Customer acquisition and retention: design of and guidance in the implementation of customer acquisition strategies, encompassing lead generation, funnel optimisation, sales and marketing alignment, along with lifecycle marketing to enhance customer retention and loyalty.
- Brand strategy: shaping and elevating brand identities, supporting the delivery of cohesive messaging and strategic positioning across all platforms.
- Communications strategy: development of multi-faceted communications strategies, executed across channel campaigns that drive brand awareness, engagement and customer/employee loyalty.
- Digital marketing strategy support: an ROI-focused digital marketing strategy reset spanning SEO, SEM, social media and content marketing.
- Data driven decision making: oversee the development and analysis of key marketing metrics to measure activity ROI and ensure alignment with overall business goals. Key to demonstrating the immense value marketing can provide when pursuing growth.
Education and qualifications
- Masters in Digital Marketing
- Post Graduate Diploma in PR and Journalism
- Diploma in Digital Marketing
- Bachelor of Business Marketing
- Lean Six Sigma Yellow Belt Certification
- Prince 2 Project Management Certification
Proven success
- Revenue growth: Increased annual new business revenue by 100%. Implemented a comprehensive marketing strategy that drove a significant increase in annual new business revenue, achieving a year on year growth rate of 100%.
- Enhanced brand recognition: Led a rebranding initiative that resulted in a 55% increase in brand recognition, positioning the organisation as a market leader in its industry.
- Increased lead generation by 150%: developed and executed an inbound lead generation strategy that increased lead generation by 150% year on year.
- Reduced cost per lead by 70%: Optimised the lead generation strategy, resulting in a significant reduction in CPL while increasing conversion rates by 15%.
- Achieved 1,000% ROI on digital campaigns: Launched targeted digital marketing lead generation campaign that achieved a 1,000% return on investment (ROI), demonstrating efficient budget allocation and strong campaign performance.
- Improved website traffic by 500%
- Led a comprehensive digital marketing strategy that increased website traffic by 500%, enhancing on site conversion and lead generation efforts.
- Successful product launches: Orchestrated the launch of countless new products, with the majority achieving or exceeding sales targets within the first year of release.
- Market penetration: Drove the successful entry of a new product into a competitive market, capturing 5% market share within the first 12 months.
- Led structural changes across numerous organisations to ensure the marketing function was best positioned to support broader business objectives, utilising a strategic blend of on and offshore resource to maximise efficiency with consideration of cost of labour.
- Zero-based budgeting: implemented zero-based budgeting to ensure every marketing expense is justified and aligned with strategic goals, eliminating unnecessary expenditure and allocating investment to channels that deliver the highest ROI.
- Grew social media following by 40%: Developed and executed a social media strategy that increased the brand’s online following by 40% over 12 months.
- Test and scale: Launch pilot campaigns with small budgets, scaling up only those that demonstrate strong performance and proven ROI.
