Creating Demand and Leads
Solo marketing efforts rarely hit the mark. The real magic happens when all demand elements are connected and working together—and that's where I shine.
My go-to strategy mixes digital marketing, social media, emails, LinkedIn connections, and sometimes even a little old-school direct mail. Then, I team up with field marketing, SDRs, or inside sales to create a coordinated, multi-touch sales approach that sparks conversations, opens doors, and drives deals!
Delivering Results
Underscoring my strategic execution and measurable success:
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2,000% increase in website traffic by focusing on thought leadership and optimizing the user journey.
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310% growth in social media traffic.
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82% year-over-year increase in marketing-sourced contacts.
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Led two award-winning demand generation campaigns, including a national bus tour and a cooking show collaboration, boosting brand awareness and sales growth.
Lead Generation
Maximizing budgets, reaching prospects where they are, crafting resonant content, and designing strategies that deliver results are all essential. Success lies in making every dollar count and every message matter.
From Google and Linkedin digital ads, highly engaging experiences and evdirect mail pieces, or targeted email, each campaign is focused on hitting specific outcomes and metrics.
Generating Buzz
To drive leads, I took an unconventional approach by creating "The Pot Stirrer," a cooking show featuring my former SVP of Sales, a trained chef. We partnered with CBS Chicago, inviting leaders from Hilton, JLL, and American Airlines to cook while discussing customer service strategies. The show boosted brand awareness, drove website traffic and opt-ins, and generated speaking invitations for the SVP.
Measure Demand Success
Leveraging a tailored waterfall method of measuring marketing success, my team and I use the data to improve conversion rates from awareness to leads to opportunities created to closed sales. This data, along with an array of other metrics (function buying trends, size of deals generated, website traffic and engagement, etc.) is reviewed each month with sales and CSM leaders to ensure marketing's efforts are supporting strategic revenue goals.
Engaging Events
Lead-focused events can't be "one size fits all." In the HR and talent consulting world, conferences and round tables featuring thought leaders yield impactful results. But in SaaS and technology, showcasing the platform is key to driving conversations and generating leads.
Social Channel Engagement
Social media is crucial in building awareness and generating leads, but requires prioritizing the right channels for the target audience. For Seerist, security and intelligence buyers primarily engage on X and LinkedIn. We tailored our content strategy to these platforms, leveraging a mix of engaging materials like real-time situation reports on emerging threats, behind-the-scenes glimpses into life at Seerist, and quarterly security event summaries. This approach fueled a 310% growth in followers, driving deeper engagement and expanding our reach.