Will Gordon

Will is the Sr. Director of Marketing at Nutshell, where he leads strategic marketing initiatives focused on lead generation, product marketing, and customer education. He manages the marketing team’s core responsibility of helping businesses understand CRM value, implementation best practices, and how to select the right platform for their unique needs.

The Multi-Platform CRM Perspective

With hands-on experience across 7+ CRM platforms, including Salesforce, HubSpot, Zoho, Pipedrive, Close, Monday, and Nutshell, Will brings a rare, practical perspective on CRM selection, migration, and optimization. This multi-platform expertise, combined with his 10+ years in B2B marketing leadership, gives him unique insight into real customer pain points and successful implementation strategies.

At WebFX, Will managed comprehensive digital marketing campaigns (SEO, PPC, Email, CRO) for diverse B2B, B2C, and eCommerce clients. He noticed a consistent theme:

I’ve had the unique experience of seeing the inside of so many CRMs and how different types of businesses use them. This perspective of seeing what works across platforms and where companies struggle is what drives my approach to helping Nutshell customers succeed.

Agency Background

At WebFX, one of the nation’s leading digital marketing agencies, Will spent 7.5 years managing comprehensive digital marketing campaigns (SEO, PPC, Email Marketing, and CRO) for diverse B2B, B2C, and eCommerce clients. While managing these campaigns across different industries, he noticed a consistent pattern across all successful clients:

A huge part of business success is determined by how effectively they use their CRM and manage their data.

This observation sparked his deep dive into CRM platforms. He learned when a CRM was a bad fit, when the implementation process was mismanaged, and when companies didn’t know how to keep their data clean and actionable.

Transition to Product: Agency Insights Meet Product Strategy

When WebFX acquired Nutshell in the summer of 2022, the next step was to apply Will’s unique agency perspective to shape Nutshell’s product strategy and marketing direction. He understood customer pain points not just theoretically, but from years of hands-on experience implementing solutions for hundreds of clients.

My goal is to use all I’ve learned at WebFX to help people find the right CRM, even if that’s not Nutshell. But once they find Nutshell, we can help them grow their business by closing more leads and strengthening their revenue operations.

Thought Leadership & Customer Education

Will advances Nutshell’s marketing mission through active thought leadership, including:

• Hosting product webinars that reach thousands of CRM users quarterly
• Publishing articles on CRM strategy, lead generation, and sales automation
• Appearing on digital marketing and business podcasts to discuss CRM trends
• Leading Nutshell’s educational content initiatives to help customers succeed

His approach centers on a simple philosophy of helping businesses make informed CRM decisions and implement them effectively, regardless of their platform choice.

Expertise & Specialization

Will focuses on helping businesses and marketers navigate the complex CRM landscape. His core areas of specialization include:

• CRM & platform strategy: Real-world experience across Salesforce, HubSpot, Zoho, Pipedrive, Close, Monday, and Nutshell
• Sales & marketing alignment: Bringing sales and marketing teams together through shared CRM data, automated workflows, and revenue operations
• Lead generation: Multi-channel strategies (forms, chat, email, SMS, landing pages)
• Sales automation: Using CRM to eliminate admin tasks and enable selling
• CRM implementation best practices: Lessons from 10+ years of digital marketing and product experience
• Data-driven marketing: Leveraging CRM data for lead quality, conversion optimization, and ROI measurement
• SaaS product marketing: Communicating complex software value to diverse buyer personas

Specialization: Helping SMBs and growing teams find and optimize CRM solutions that fit their actual workflow needs.

Speaking & Media Appearances

Will regularly shares CRM insights and digital marketing expertise through podcasts, webinars, and industry publications, reaching professionals across sales, marketing, and business leadership.

• The Digital Marketing Podcast: CRM, Scaling Up and Beating the Giants
• Make Moves Podcast: SEO, Online Business, Endurance Running and More
• WebFX: What CRM Trends You Need to Know in 2026

Will regularly hosts webinars and product demonstrations, reaching thousands of CRM users and helping them succeed with Nutshell. Notable 2025-2026 webinars include:

• Nutshell Email Marketing Webinar: From Blank Page to On-Brand Campaigns
• Where We’re Going Next: Nutshell’s 2026 Product Roadmap
• Nutshell Chat Webinar – Drive More Conversions with Nutshell Chat’s Engagement Bar & Smart Nudges
• Nutshell MCP Server Integration Webinar: Connect Nutshell to ChatGPT, Claude, and More
• Nutshell Chat Webinar: Level Up Sales, Support, & Revenue with Nutshell’s AI Chatbot
• Nutshell CRM Summer 2025 Roadmap Webinar
• Use Nutshell to Chat With Customers Where They’re At Webinar
• Use Your CRM to Generate More Leads for Your Sales Pipelines | Nutshell
• Nutshell Zoom AI Features Webinar: Transform Your Sales Calls

View all upcoming webinars and guided tours.

Industry Awards & Recognition

Will’s marketing leadership and CRM expertise have been recognized by major industry platforms:

• The 2026 American Business Awards® — Bronze Stevie® Winner: Nutshell was awarded Bronze in the Relationship Management Solution category.
• 2025 Netty Award Winner — Best CRM Software (Tech Category): Nutshell was recognized for its friction-cutting design and automation that saves sales teams time.
• 2023 Digital Marketing Toolkit Awards — Automation & Personalization Category: Co-winner with Andy Fowler; recognizes Nutshell’s innovative approach to CRM automation and customer engagement personalization.
• The 2023 American Business Awards® — Gold Stevie® Winner: Nutshell won Gold in the Relationship Management Solution category out of 3,700+ nominations from organizations nationwide.
• 2023 Sammy Award — Product of the Year (Very Small Business Category): Nutshell was named a Product of the Year for innovation and dedication to solving sales and marketing challenges.

Published Articles & Thought Leadership

Will regularly contributes to Nutshell’s blog and industry publications, helping businesses understand CRM strategy, implementation best practices, and sales/marketing alignment.

• How to Build the Best Sales Process: The Complete Guide With Examples
• Best CRMs that Integrate with QuickBooks Online
• Understanding Customer Behavior and Preferences Through Analysis
• What Are Customer Touchpoints and How to Identify Them?
• Video Commentary: The Power of Data, Technology, and Expertise at WebFX (September 2025)

Academic Background & Professional Presence

Will graduated Magna Cum Laude from Marywood University with a BA and MA in Communication Arts while specializing in Broadcasting, Multimedia, and Journalism.

Outside of CRM and digital marketing, Will enjoys spending time with his wife and son, running marathons, singing, playing with his dogs, and being an amateur foodie and beer snob.

Connect with Will on LinkedIn.