2011, Boston 🇺🇸
Hospitality
Amy Lecza
Director of Content Marketing & SEO, Toast
Results
Optimized customer acquisition roadmap
Incorporated intent signals and related tech stack into marketing ops
Improved operational alignment and visibility across marketing and sales
Overview
Toast is a publicly traded restaurant technology platform that has raised over $900M in funding from notable investors like Bessemer Venture Partners and TCV.
Dedicated to helping restaurants streamline operations and enhance the guest experience, Toast offers an all-in-one solution covering point-of-sale, online ordering, payment processing, and loyalty programs. The company serves eateries of all sizes across the United States, positioning itself against key rivals like Square for Restaurants and Clover with its end-to-end features and deep industry focus.
By delivering an integrated management platform, Toast’s mission is to empower restaurants with the tools they need to boost sales and improve customer satisfaction.
When their Director of Content & SEO approached me, they sought an expert lifecycle marketer to refine their customer journeys, tech stack, lead scoring and email nurturing programs across their main product offering — critical for justifying major internal investments ahead of 2025 budget planning.
Scope
Over a two-month engagement, I provided comprehensive journey maps, held cross-team interviews, and devised tailored scorecards and strategic recommendations. This collaborative approach gave Toast clear direction for its upcoming annual planning, enabling the team to see the full scope of potential impact and ROI.
I worked cross-functionally across its content, demand generation, and sales teams. My primary focus was mapping and optimizing the end-to-end customer acquisition journey, identifying where potential leads got stuck, and layering lead scoring best practices.
Month 1. Initial Assessment
Journey mapping: Examined the current lead acquisition, nurturing, and re-engagement flows. This involved pinpointing every major touchpoint and communication channel.
Gap analysis: Uncovered areas where leads tended to drop off or lose interest. These insights helped craft an ideal future state with a seamless progression from awareness to conversion.
Team interviews: Conducted 4 one-hour workshops and interviews with stakeholders across content, marketing operations, product marketing, and sales. This was to gather fresh perspectives and align on a unified vision for the journey ahead.
Month 2. Journey Mapping, Email Copy & Tech Stack Recommendations
Journey mapping v2: Based on my findings, I developed a new customer acquisition roadmap. It connected all phases, like acquisition, nurturing, and re-engagement, with compelling touchpoints that kept leads moving forward.
Email copywriting and content: Collaborated with the content team to produce persuasive email copy, CTAs, and lead magnets. These assets were specifically tailored to engage prospects at each step of the journey.
Marketing ops hand-off: To ensure smooth execution, I created a detailed implementation brief for the marketing operations teams. We worked hand-in-hand to integrate the new journeys and lead scoring logic into their existing tech stack.
We hired Matteo to consult on our prospect journey mapping process as we were on the precipice of asking for some large investments to improve our lead scoring and email programs. Matteo provided a series of comprehensive journey maps, conducted multiple interviews across teams, and was able to deliver us tailored recommendations, scorecards, and a host of excellent advice over our two-month engagement. The team really thought of Matteo as a partner in this complex work - he was incredibly responsive, communicative, and patient with the internal processes that tend to slow down larger orgs. Thank you Matteo for your excellent work, we are going into annual planning with a clear look at what needs to be done and the impact the work will drive for the business into the future!
Amy Lecza
Impact
This collaboration positioned Toast for improved operational efficiency, accelerated deal velocity, and increased ROI, solidifying their leadership in the competitive B2B SaaS landscape.
Optimized customer acquisition roadmap: Developed a refined end-to-end journey map that connected acquisition, nurturing, and re-engagement phases with tailored, high-impact touchpoints.
Enhanced engagement with targeted content: Produced persuasive email copy, CTAs, and lead magnets to engage prospects at each funnel stage, improving lead nurturing outcomes.
Improved operational alignment: Delivered a detailed implementation brief for marketing operations, ensuring smooth integration of new journeys and lead scoring into Toast’s tech stack.
