Campaigns
Over my 15 years in marketing for high tech organizations, I’ve been responsible for and measured on lead generation, conversions, and creating pipeline for sales. As one means to accomplish this, I’ve developed many integrated marketing campaigns, always focusing on the prospect and having a strong call-to-action. Campaigns that included a variety of channels, a strong follow-up, and tracking and testing to ensure it was contributing to company ROI.
Below are just a handful of campaign examples I’ve run.
Top 5 Ways to Optimize Your Contact Center - PTP
This was a lead generation campaign at PTP, targeting contact center managers and directors. Our goal was to provide a thought leadership piece with high-level best practices. The main delivery channel was email, but I also promoted via targeted social media posts, LinkedIn sponsored content, and Google AdWords.
We subsequently used the same content to run a webinar co-hosted with a client, and appropriate slides for sales presentations.
Inside sales conducted follow-ups aimed at setting up a free assessment to improve contact center operations.
Link to landing page where you can download ebook: I also developed a gated version for leads driven in from social media, blog posts, and content syndication.
Link to the campaign brief: This is to show the template for what I normally put together for sales teams prior to any campaign launch.
Link to a sample LinkedIn content ad: This is a sample of one of the LinkedIn ads supporting the inbound leads for this campaign.
Trends in Enterprise Cellular Data Usage - NetMotion Wireless
At NetMotion Wireless, we were looking for an innovative campaign idea to generate awareness and attention for a new product launch in 2011. I lead the product launch with the necessary sales and marketing material and public announcements, however, I wanted to come up with a campaign that wasn’t just your standard announcement, but provided real data around why the product was needed in the marketplace.
I decided to team up with a small but well-known analyst firm to run an industry survey and generate a subsequent report. The goal was to collect data showing the need for the functionality of this product. Working with NetMotion engineers, I built and ran the survey under the analyst’s brand, and coalesced the results into a published report. The data definitely worked to our advantage, highlighting the need for the solution.
Here is a link to the campaign brief I prepared for sales and marketing teams.
The beauty of the report was not just raw data to support sales, but the ability to generate multiple campaigns through content reuse. This included:
Publication of the report
Social media promotion
A series of infographics for social and PR
A webinar hosted by the analyst and featuring one of our clients
An ebook for lead generation campaigns
An email nurture campaign to prospects
Several interviews with industry journalists and subsequent published articles
A press release
The content created nice air cover for sales, as well as generated demand and well over 1,000 leads at launch. Product purchases surpassed initial expectations and contributed to over $3 million in revenue in the first few months.
How to Build a Full View of your Customer - PTP
This was a lead generation and thought leadership campaign at PTP targeting customer experience professionals and contact center managers.
Our goal was to educate that personas are used for more than just marketing. That in the realm of customer service and interactive voice response systems, you can serve and better anticipate customers by understanding their prototypes and what is important to them.
I built the campaign and all of the automation, as well as contributed as an author on the ebook.
Inside sales conducted follow-ups aimed at setting up a free assessment to improve contact center operations.
Link to landing page where you can download ebook: I also built a gated landing page for leads driven in from social posts.
Link to a sample LinkedIn content ad: This is a sample of one of the LinkedIn ads supporting the inbound leads for this campaign.