I'm Kase Dean
Founder of ASN, Fractional CMO and Strategic Marketing Consultant
In 2011, I began freelancing, selling WordPress websites and maintenance plans. At first, I believed success in the digital world was all about perfect designs and pixels.
However, I quickly realised that even the most beautifully crafted websites didn’t necessarily translate into business success.
This realisation sparked my obsession - I wanted to understand why some online businesses thrived while others struggled to get a semblance of success.
I started devouring books like The Internet Manifesto by Rich Schefren and The Marketing Agency Blueprint by Paul Roetzer, eager to learn the secrets behind business success.
I discovered that real success wasn’t just about having a polished digital presence - it was about clarity, strategy, and building meaningful customer connections.
My time working and owning a traditional digital agency deepened this understanding.
I worked with businesses that often focused on surface-level tactics, believing that a new website or more clicks answered their struggles. But I saw that what they truly needed was clarity and direction.
They needed to understand their audience and craft strategies that would allow them to grow sustainably.
Put it this way...
If Coca-Cola sells happiness and Apple sells creativity, I sell clarity and meaningful growth, not just marketing strategies.
I help businesses cut through the noise and focus on what truly matters - building strong relationships with their most valuable clients.
It’s not just about running campaigns or driving numbers; it’s about helping businesses connect with the right people in a way that creates lasting, impactful relationships.
I provide a clear path for businesses to better understand their clients, craft more targeted strategies and grow sustainably.
The Problem with Vanity Metrics
I began to notice a recurring issue: businesses were fixated on vanity metrics - page views, clicks, or likes - that often look good on paper but don’t contribute to real growth.
It became clear that focusing on these surface-level numbers didn’t translate into revenue and ultimately didn’t help businesses thrive in the long run.
This is when I shifted my focus to revenue-centric metrics - measuring what drives business growth, like lead quality, client retention, and customer lifetime value.
This understanding became my bridge to Account-Based Marketing (ABM). I realised that ABM is the perfect approach to prioritise the most important metrics.
It’s a strategy focused on revenue, long-term growth, and building meaningful client relationships. My motivation for specialising in ABM comes directly from these experiences.
I saw how generic, one-size-fits-all marketing strategies failed to make a lasting impact, even if they generated leads. I wanted to offer something more meaningful to help businesses build deeper connections with their audience.
When I ran my agency, I worked closely with a range of companies and noticed a clear pattern - successful relationships weren’t just about getting the message out; they were about truly understanding the client’s needs and challenges.
ABM was the perfect way for me to apply everything I had learned in a more focused and intentional way.
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My Guiding Principles: Empathy, Strategy, and Technology
Using ABM (rather than traditional lead generation), I can work closely with sales, marketing, and customer success teams to create a tailored approach that speaks to the specific needs of each account.
It allows me to craft campaigns that don’t just drive numbers but create real value.
Every business I work with is unique, and my goal is to help them reach their potential by creating deeply personal and impactful strategies that go beyond the transactional.
This isn’t just about marketing; it’s about creating meaningful growth and clarity for businesses, helping them succeed sustainably, human-centred, and built to last.
At the heart of everything I do is a simple but powerful guiding mantra: Empathy, Strategy, and Technology.
Empathy is where it all begins. I believe in truly understanding my clients - their challenges, their aspirations, and the unique value they bring to their customers.
I don’t just focus on the numbers or campaigns; I focus on the people behind the businesses.
This is about building genuine connections beyond transactions and creating strategies that resonate on a deeper human level.
Strategy ensures that empathy translates into results. It’s not enough to care - you need a clear, actionable plan that aligns with long-term goals.
Through careful planning and collaboration, I help businesses identify their most important opportunities and focus on the metrics that truly matter.
This isn’t about chasing vanity metrics but building a foundation for sustainable, meaningful growth.
Finally, Technology is the tool that makes it all possible. I’m dedicated to staying at the forefront of marketing innovation, using the latest tools and platforms to deliver smart, data-driven results.
However, technology is only as powerful as the strategy behind it, and my focus is always on using these tools to support and enhance human connection, not replace it.
Helping Businesses Like Yours Create Real Impact
I’m passionate about using my knowledge, skills, and expertise to help businesses, particularly professional service providers, who are committed to transforming lives.
I’ve always been drawn to the idea that business can be a force for good - an avenue through which we can create positive change in the world. The businesses I work with do more than just sell a service; they’re helping people, solving real problems, and making an impact.
Success means empowering these businesses to do what they do best—transform lives. Whether it’s crafting strategic marketing plans or using the right technologies, I’m committed to helping them reach their highest potential.
When businesses grow with empathy and purpose, we’re not just improving bottom lines; we’re contributing to a better, more connected world
Contact
UK Office: 86-90 Paul Street, London, EC2A 4NE, UK
US Office: 453 S Spring Street Ste 400, Los Angeles, CA 90013, US
Direct Line : +447591 934 679
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