DATA PRODUCTS ROLLOUT
ORGANIZATION
ROLE
BallotReady
DELIVERABLES
Website Landing Page, Email, Lead Capture Form
COLLABORATORS
David Spearman (Data)
ROLE
My company was rolling out a new product so I was asked to create an email campaign to announce the new product rollout. I saw an opportunity to expand the project scope and develop a full, go-to-market (GTM) strategy with a suite of marketing materials spanning different channels. For this product rollout, I led the GTM process, from developing buyer personas to messaging hierarchies to execution of collateral.
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I owned brainstorming, strategy, and leadership of cross-functional teams to develop all-new marketing collateral and position our product and its value for new and existing customers.
Growth and Product Marketer - Copywriting, Product Marketing, Email Marketing
RESULTS
3000+ views on newly launched webpage within two quarters of the rollout
40+ form submissions on newly launched webpage within a quarter of rollout
PROBLEM
Targeting new verticals with existing marketing collateral we had on hand was yielding low engagement because collateral lacked relevance to the customer.
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With a business goal of having data product sales account for at least $2 million of new customer sales, we were going to fall short of our business goals because of the lack of interest at the marketing qualified lead (MQL) stage and subsequent conversion to sales qualified lead (SQL) stage.
CHALLENGE
How might we strategically implement buyer personas and use messaging hierarchies to guide the production of targeted marketing materials to increase new customer conversion?
PROCESS
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Create buyer personas in collaboration with Data Director
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Develop messaging hierarchies for each buyer persona
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Identify key messaging channels
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Establish KPIs for each messaging channel
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Design webpage and develop email copy
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Execute email sprints to target verticals ​
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Measure and track webpage and email sprint success against target KPIs and revise strategies as needed
FINAL RESULTS
Our target revenue goal for data product customers was $2 million. We exceeded this goal by a quarter million due to increased traffic to our data products landing page as well as strategic lead generation efforts to new target verticals who needed our product.
