Case study · FieldWorker

Building a marketing function from zero

FieldWorker had a good product for care agencies and support coordinators, and no marketing function to speak of. As fractional marketing lead, I built the whole thing: positioning, lifecycle email, content, a help center, and a customer-story programme.

Client

FieldWorker

Role

Fractional Marketing Lead

Engagement

Freelance consultancy

Sector

Care & case management software

marketing systems built from scratch

video tutorials produced for the help center

fractional lead running positioning through to support content

The situation

FieldWorker builds software for care agencies, support coordinators, and case managers — the kind of product that's genuinely useful and almost impossible to explain in a single sentence to someone outside the sector. When I joined as fractional marketing lead, there was a strong product and essentially no marketing function around it: no consistent positioning, no lifecycle communication, no self-serve support content, no proof points beyond word of mouth. My job was to build that function, not just produce campaigns inside one that already existed.

Positioning: from feature list to promise

The starting point was the website itself — reframing FieldWorker away from a list of features and toward a clear promise: help agencies run better, keep clients happier, and get records out of scattered spreadsheets and into one place. Simple, deliberately un-clever language, aimed at agency owners who don't have time to decode software marketing.

FieldWorker homepage with the headline: Become the best agency in the field. The solution you need to grow your agency, improve client satisfaction and centralize your records. With a Start 14-day free trial button. — **The homepage —** one promise, one primary action. No feature list standing between a visitor and the free trial.

Lifecycle email: turning updates into retention

Product updates are a retention tool if you write them like one. Rather than a changelog nobody reads, I built a lifecycle email programme that framed new releases around what agencies actually cared about — flexibility to configure the product to their workflow, automated Medicaid billing to save hours of paperwork, faster setup with data import. Every update became a reason to log back in, not just a notification to skim past.

A FieldWorker product update email titled: FieldWorker has evolved in 2023, listing new features including team-level flexibility, a new billing module for automated Medicaid claims submission, and an easier data import process. — **Product updates, written for retention —** each feature framed around the outcome an agency owner cares about, not the engineering behind it.

Worth notingCare and case management is a small, relationship-driven sector. Marketing here had to sound like a peer explaining something useful, never like a generic SaaS company running a playbook — which shaped every piece of content, not just the obviously "human" ones like customer interviews.

A help center people could actually use

Support content had grown organically and unevenly. I restructured it into a proper self-serve help center, organised by who was actually looking for help — support coordinators, case managers, and care providers each got their own entry point — backed by 13 FAQ articles, 4 concept guides explaining how FieldWorker's model works, and 14 video tutorials walking through the product step by step.

FieldWorker help center homepage with category cards for Support Coordinators, Case Management, Care Providers, Pricing and Plans, Why use FieldWorker, FAQs, FieldWorker concepts, Video Tutorials, and Resources. — **The help center —** organised by role first, topic second, so someone lands on content written for their job, not a generic index.

Proof, in the customer's own words

The most persuasive marketing FieldWorker had was its own customers, so I built a video interview series to capture that directly, sitting down with clients like Derek Clark, founder and CEO of ClarkCare, to talk through their real experience running an agency on the platform — unscripted, specific, and far more credible than any testimonial quote could be on its own.

A video interview titled: Interview with Derek Clark, Founder and CEO of ClarkCare, about his experience using FieldWorker, showing Derek Clark and Ben Davies-Romano on a video call. — **Customer proof, on camera —** a real agency owner talking through his own experience, not a marketing team's summary of it.

"There was no marketing function to plug a campaign into. The job was to build the function first — positioning, lifecycle, support content, and proof — then let the campaigns come out of it."

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