ENDORSEMENT TOOL ROLLOUT
ORGANIZATION
ROLE
BallotReady
DELIVERABLES
One-pager, Email, Video Demo
COLLABORATORS
Eli Ruffer (Customer Success), Fred Curtis (Sales), Jackie Temkin (Design)
ROLE
I was developing general marketing collateral for our target verticals and noticed a gap in existing customer engagement with our emails. After conducting an audit on past customer exit interviews, I saw an opportunity to develop new product marketing strategies to drive engagement.
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I led project scoping and development of new sales enablement tools. I guided cross-functional teams across Customer Success, Sales, and Design to develop a messaging hierarchy to determine value statements and proofs that were utilized in one-pager copy, email workflows, and video outlines.
Growth and Product Marketer - Copywriting, Product Marketing, Email Marketing
RESULTS
Average click-through rate (CTR) increased by 2% on all emails within the campaign.
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Developed a suite of new marketing collateral.
PROBLEM
High degrees of variability - as measured by CTR - in engagement with marketing emails.
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Low engagement throughout the marketing qualified lead (MQL) stage impacts conversion to sales qualified lead (SQL) stage
CHALLENGE
How might we leverage one-pagers, emails, and video demos to drive consistent customer engagement patterns with our new product updates?
DELIVERABLES
I worked with cross-functional stakeholders to identify past collateral we had developed to ensure new collateral was in-line and on-brand with our previous suite of resources. I ultimately decided on
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one-pager: because I wanted to educate on new product resources in scannable language
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segmented email campaign: because I wanted to retarget existing customers to measure engagement with the new marketing materials, and
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video demo: because I wanted to develop new sales enablement tools to fill the resource gap
FINAL RESULTS
Within a month of the product marketing campaign's launch, segmented email campaigns to existing customers had an average CTR of >2% for a series of five emails.
DELIVERABLES PORTFOLIO
One-pager: I worked with our graphic designer to add copy I had developed into a visually compelling one-pager distilling the latest features and updates to the endorsement tool. I used insights gathered from customer exit interviews to identify key value propositions included in the one-pager copy. Once created, this one-pager was used across a number of new email campaigns retargeting existing customers and ones to generate new leads.
Email sprint: I used Hubspot to convert email copy I had drafted into a segmented workflow. I optimized subject line copy using insights from previous workflows to increase engagement. Creating a Hubspot workflow also made it easier to report on performance and key metrics.
Video demo: I created a messaging hierarchy that helped me identify proof points and key messaging to include in the script copy. I then worked with Customer Success to edit multiple drafts of the script and convert it into a video demo that was then distributed to the sales team for matriculation into their demos.
