Strategy

Thanks to agency and in-house experience,  I've worked across many marketing disciplines. When I'm not developing content, I'm learning about target audiences, industry trends, and buyer journeys. Then I use those insights to create personas, develop messaging, and execute campaigns.

Check out examples of my strategy work below.

The ask

Nurture qualified leads from target companies to subscribe to an industry-leading library of technical literature and resources.

The delivery

- Audience persona based on research 
- Clear messaging
- Targeted Google ads
- Email drip campaign and ebook to move leads through buying journey

My role

- Conducted research
- Created persona, messaging platform, and plan strategy
- Collaborated with account manager and creative teams to execute the campaign

The ask

Most existing customers know the company for one capability. Raise awareness among existing customers of the company's full capabilities. 

The delivery

Customer emails with a focus on a different capability each month. Showcase company's expertise in each capability.

My role

- Develop original case studies and technical blog posts to include (or link to) in customer emails
- Clean up email list to remove inactive subscribers
- Create email template to increase efficiency in sending monthly themed emails

Results

Average email open rate doubled over 12 months.

The ask

Keep customers up-to-date with latest company news, case studies, and technical articles that showcase company's expertise. 

The delivery

A quarterly newsletter that includes abbreviated versions of existing articles, case studies, and company news. Hard copies of the newsletter were mailed to customers and distributed at trade shows. Digital versions were posted to the company's website. 

My role

- Selected content to include in newsletter
- Edited press releases to fit space constraints
- Managed production schedule
- Collaborated with copywriters, designers, and public relations team to keep project on track