scenario
After finalizing positioning and messaging for SalesIntel's Data Enrichment launch, I collaborated with counterparts across marketing, sales, account management, and customer success to execute strategic campaigns that increased demand.
challenge
Before joining, account-based marketing campaigns routinely underperformed industry benchmarks for impressions, viewership, lead generation, and conversion rates across the funnel.
objective
I strived to audit content for previously launched campaigns, then partner with marketing colleagues to develop copy and content that increased the volume of inbound and outbound leads.
solution
- I produced content in various formats to drive inbound leads: landing pages, case studies, blogs, promotional and tutorial videos on owned channels, plus sponsored digital ads, press releases, and eBooks through third-party channels.
- I drafted a 4-touch outbound email sequence for thousands of leads across hundreds of target accounts, progressing from the consequences of unaddressed data quality challenges to the benefits of SalesIntel's new solution.
- I collaborated with sales and account management to incorporate marketing assets into campaigns delivered to qualified prospects and existing customers.
impact
Content optimized conversion for each stage of the funnel. Collectively, SalesIntel acquired dozens of customers, thousands of users, and 7-figures in annual recurring revenue within 6 months. By 2022, SalesIntel had exceeded the $10 million ARR milestone.