Demand Generation

Digital marketing provides a variety of ways to generate demand and create sales leads from email campaigns to webinars to paid ads via Google and social channels. I’ve created all facets of these campaigns, including strategic planning, asset development, copywriting, landing pages, lead workflows, and analytics reviews.

At Worksoft, an automation software provider serving global enterprises, I created several demand generation campaigns targeting a variety of audiences. One campaign focused on industry verticals and leveraged the many great customer success stories I developed. The campaign included multi-touch email campaign that highlighted the success of peer organizations in the target prospects’ industry. The campaign experienced higher than average open rates and resulted in several leads to fill the pipeline.

Writing Sample: Read Industry Vertical Campaign Elements

When I joined Asure, the company had a HubSpot instance but was not leveraging it for automated email campaigns. I established a process creating and tracking multi-touch campaigns and created content to resonate with the target audience of small business owners.

Organic Growth in the Base
In addition to building out prospect campaigns, I also developed a campaign strategy for existing customers. At the time, the company was struggling to generate organic growth and the attachment rates for its many add-on products was extremely low within the base. I determined that this low performance was due primarily to two things: the account managers had too many assigned accounts to connect with personally and the customers had limited awareness of what else the company offered.

To solve these challenges, I proposed and developed an “All Products” campaign (pictured below), which includes a multi-touch outreach campaign that highlighted the various services the company offered. Each email spotlighted a specific service while also reinforcing the whole portfolio of offerings, both in the message and on the corresponding landing page. A social media campaign reinforces the awareness messaging. The campaign generated a high volume of leads for the account management team and led to 61% year-over-year sales growth for that team.

Asure “All Products” portfolio awareness email campaign targeting existing customers helped drive 61% YOY sales growth for the base.

Oracle Campaign
With the trigger event of an Oracle upgrade on the horizon,this email campaign for Oracle users aimed to raise awareness among developers that test automation could ease the strain of their move. Writing Sample: Read the Campaign Emails