REsimpli

The Challenge

REsimpli had proven product-market fit and an early customer base, but lacked the senior marketing leadership to systematically identify growth opportunities and execute against them. They needed someone embedded in the business — not a consultant dropping in once a month, but a real CMO-level presence that could build the marketing function and find the levers that would drive durable growth.

Finding the Growth Levers

Cactus began with a full audit of REsimpli's acquisition, activation, and retention metrics to identify where the biggest opportunities lived. Rather than spray-and-pray, we built a prioritized growth roadmap based on what the data showed — focusing on the channels and motions with the highest return on effort for a company at their stage.

• Full funnel audit: acquisition, activation, retention, and expansion
• ICP refinement — identified the highest-LTV customer segments within real estate investing
• Channel mix analysis to identify underinvested, high-ROI acquisition channels
• Built a 90-day growth roadmap prioritized by impact and effort
• Established marketing KPIs and reporting cadence tied to revenue outcomes

Building Sustainable Growth

The key insight was that REsimpli's best growth channel wasn't the obvious one. Cactus identified and doubled down on the acquisition motions that compounded — building demand gen programs, content engines, and referral loops that generated revenue without proportional increases in spend.

• Built an inbound content engine targeting real estate investor search queries
• Developed a referral and community program leveraging the existing customer base
• Launched demand generation campaigns targeting high-intent investor audiences
• Optimized the trial-to-paid conversion funnel, reducing time-to-value
• Built the in-house marketing team capable of owning growth post-engagement

The Fractional CMO Model

What made this engagement work was full embeddedness. Cactus wasn't operating at arm's length — we were in the weekly leadership meetings, working with the product team, and making decisions with the same context as a full-time CMO. When REsimpli was ready to bring marketing in-house, we had already built the team, the playbooks, and the processes to hand off cleanly.