Projects Category: Marketing Strategy
Project Summary
Overview:
CyberScout, a provider of identity and data defense services for individuals and commercial clients, had a three-year plan to transition from a service provider to a SaaS company. In year two, CyberScout began focusing its efforts on developing effective messaging and sales tools that resonate with clients and the target markets for its platform, CyberScout HQ. CyberScout HQ is the first online marketplace for identity management, privacy, and cyber security education, products, and services.
Targeted verticals:
• Insurance, employee benefits, financial institutions
Objective:
• Transform the way the company sells and engages with prospects and clients
• Transition from a product-based to a persona-based architecture and creating preference-based assets
• Develop effective messaging and sales tools that resonate with clients and the target markets for its platform, CyberScout HQ
Key pieces included:
• Sales guidebook
• Data sheets and add on product sales collateral
• Sales training materials
• HQ Webinar
• Infographic
• Sales portal
Implementing the Plan
As an organization that worked lean, the responsibilities overlapped with the product and client marketing teams in order to develop assets quickly to the business and account development teams. The product and marketing teams also worked cross functionally to develop the personas, value proposition and positioning statements for each target market and weekly product meetings were conducted to make sure the sales, marketing and account teams were updated on the latest developments with the marketplace.
WIth the messaging maps in place, the client marketing team developed the HQ sales enablement tools for the different stages of the customer funnel. I lead the development of the pieces for clients and the sales team and analyzed research to develop the creative brief for content and design development. My goal with the assets was to make sure we had key pieces that relates to the different stages in the customers buyer’s journey and that the messaging was consistent and aligned with the positioning and messaging framework.
Observations
With this project, I noticed that the challenge with developing new materials is making sure we have the right sales content and tools in place for the different stages of the buying journey and also making sure our efforts are aligned so that the approach is audience-centric and not product-focused. Because CyberScout worked quickly and sometimes without a process in place, team members (myself included) needed to be creative with our problem-solving abilities and be strategic as the products and services evolved.
In hindsight, we should have first mappped the current sales collateral to the buying journey to understand the gaps. Once this has been mapped, we should have aligned the buying and sales processes and partnered with sales so the reps have the right sales content and tools when needed.
My Role: Marketing strategy, Integrated campaign plan and execution
Industry: Technology | SaaS | Insurance | Financial Institutions
The Approach
Strategy and Planning [internal documents]
• Messaging Map
• Talking points/messaging document
• Sales guidebook
• Sales training presentation
I provided feedback to the product team on the positioning and messaging documents and developed creative briefs outlining key benefits, target market, positioning, value proposition and messaging for our resources to develop into content and campaigns.
Inform Stage [external documents]
• Sales sheet
• HQ ebook
• Account development training materials
• HQ client webinar
Infographic
I developed creative briefs outlining key benefits, target market, positioning, value proposition and messaging for our resources to develop into content and campaigns.
Evaulate and Decide Stages [external documents]
• Data sheets
• Add-on product sales sheets
Sales and Marketing Portal
Originally developed as a marketing portal for clients, the site was expanded to include sales enablement materials for the sales rep and account development teams to access. Goal is to make sure assets were readily available and updated. The portal is in the early stages for the sales enablement materials and will eventually site content will be updated and also include categories segmented into early/middle or late stage content.
Challenge.
Establish Updox, a healthcare technology company as a front-runner in the field, and to stand out in a competitive market.
Solution.
Develop a strategic and comprehensive integrated campaign that caters to the entire customer journey.
Results.
- 300% improvement in email click-through rate for inbound marketing campaign
- 700 registrant average for webinars
- Influenced a 1,900% increase in users for the all-in-one platform [from 500 users to 10,000 in just one month]
Project Summary
In late 2019, telehealth constituted a growing portfolio for Updox, a healthcare technology company offerings. Updox specialized in an all-in-one solution that enhances communications – such as telehealth, secure texting, electronic fax, and touchless check-in – among medical professionals and their patients.
I spearheaded the comprehensive integrated marketing campaign that played a pivotal role in propelling the company to the forefront of the industry. Under my direction, I collaborated with an agency partner to conduct thorough market research and analysis, develop the strategic messaging and positioning, and craft a launch plan. This encompassed the creation of a multi-faceted email series, the development of impactful landing and funnel pages, and the design of engaging infographics, case studies, e-books, and webinars.
As a result of the effective communication and continuous A/B split testing, we achieved enhanced engagement and boosted the sales funnel. The email click-through and open rates surpassed the initial target by a significant margin. Additionally, the company experienced a remarkable increase in webinar registrations, which is a crucial advancement in the process of converting marketing-qualified leads (MQLs) into sales-qualified leads (SQLs).
These efforts launched the company onto the national telehealth stage and secured them a position on the HHS.gov website as a preferred telehealth vendor.
My Role: Marketing strategy, Integrated campaign plan and execution, content, program management
Industry: Technology | SaaS
A Full-Funnel Solution:
Top-of-the-funnel assets developed to build awareness and educate physicians new to the concept of telehealth:
• Explainer video, business brief, infographic
Middle-of-the-funnel assets were developed to reinforce telehealth’s value to physicians in the consideration phase. This content was delivered through a strategic, digital campaign:
• Case study, eBook, FAQ one-pager, webinar
Bottom-of-the-funnel: A digital telehealth resource hub and custom messaging for offices transitioning to a telehealth platform. Assets developed in addition to the landing page:
• Product demo, success rollout kit
Evaluation: To enhance conversion rates, a system of performance metrics was established using A/B testing and retargeting strategies. Additionally, guidelines for design, language usage, and placement were formulated based on best practices.
Global Payroll Campaign
Challenge.
Launch an improved payroll solution tailored for global payment platforms that address the complexity of managing global payroll for employees and contractors across different countries.
Solution.
Develop a comprehensive full-funnel campaign utilizing owned and paid channels and forging partnerships with prominent media organizations.
Results.
- Surpassed benchmark objectives for impressions and reach.
- Achieved over 250K impressions on TechCrunch and 19.5K impressions on Sifted.
- Ebook was also downloaded by key targeted accounts, and SDRs successfully arranged six meetings resulting from inbound inquiries.
Project Summary:
The primary objective of this initiative of this campaign was to raise awareness about Nium’s improved payroll solution tailored for global payment platforms and stimulate revenue growth. This solution aimed to streamline the process of onboarding, conducting transactions, and overseeing global payroll for both employees and contractors across the world.
I led the development of the content framework and worked cross-functionally to support the execution of a comprehensive marketing and sales campaign across multiple channels, covering every stage of the customer journey. The campaign’s overarching goal was to shed light on the nuances of the payroll market and present the company’s solution through compelling case studies and content through paid and owned channels.
Strategies:
- Sponsorship. Sponsor media opportunities in highly-trafficked publications to provide a curated perspective on the company’s role in the global payroll market.
- Content. Execute podcast on global payroll and drive prospects to download an e-book on the state of play in global payroll.
- Public Relations. Launch an enhanced payroll solution and drive third-party coverage and links to nium.com.
- Account Based Marketing. Target accounts with early-stage awareness display ads.
My Role: Content strategy, Integrated campaign plan and execution
Industry: Fintech | Global Payroll Platforms